New World rolls out new CareFillery, a 'reimagined refillery experience', to North Island stores

The CareFillery
New World has launched CareFillery, a "reimagined refillery experience" designed to bring customers more mindful moments in the supermarket. Photo credit: Supplied

The humble supermarket bulk bins - much loved for specialty items, baking extras and lunchbox fillers - are being revolutionised as part of New World's newly launched CareFillery, a "reimagined refillery experience" designed to bring customers more mindful moments in the supermarket. 

Curated with everything from pantry favourites to innovative offerings, the new CareFillery depositories will include opportunities to hand-select teas at the 'tea lounge' and build a dream smoothie mix at the 'smoothie station', featuring exciting varieties of ingredients for customers to try. 

Rolling out in New World stores across the North Island, the CareFillery hubs have been designed and researched to reflect the changing needs of consumers as Kiwis become increasingly health and environmentally conscious.  

"People are thinking differently and eating differently, so it makes sense that we need to offer a different way for them to shop," said Sally Williams, Foodstuffs North Island's category manager, grocery. 

Recent research carried out for Foodstuffs North Island found 69 percent of Kiwis are looking to reduce how much food they waste, while 67 percent agree they want to reduce the amount of packaging waste in their households. 

The CareFillery smoothie station
The CareFillery 'smoothie station'. Photo credit: Supplied

"Our research also showed that our customers want to be more sustainable while grocery shopping, but are unsure how to incorporate more eco-friendly changes into the normal shop - besides bringing a reusable bag," Williams added.

"While we've had a well-loved self-selection offering for several years, we knew it was the right time to look at bringing innovation and creativity to a part of the supermarket that offers the great value and environmentally conscious choices that we know our customers are looking for.

"The CareFillery builds on the basics of what self-selection is all about - getting exactly what you want and need, which means less food waste, less packaging and great value. As our customers balance value and environmental impact, the CareFillery is a great way to incorporate sustainable habits into their everyday lives." 

The CareFillery
What your local New World's CareFillery may look like once rolled out across the North Island. Photo credit: Supplied

Launched in collaboration with Prolife Foods, the long-term self-selection suppliers behind Alison's Pantry, the CareFillery initiative offers New World customers new 'hubs' to explore and enjoy.  

Prolife Foods self-selection marketing manager, Aaron Begbie, said it's been great working with Foodstuffs North Island to create the innovative new hubs, such as the CareFillery's 'smoothie station' and 'tea lounge' - presenting an "exciting change" in New Zealand's shopping habits.  

The CareFillery tea lounge
The CareFillery 'tea lounge'. Photo credit: Supplied

"Now choosing a good quality tea is about so much more than picking a box off the shelf; it's a real sensory experience and we're bringing that magical moment to a supermarket environment," Begbie said.

"Or if shoppers want to try a new flavour in their smoothie but aren't sure what their next favourite is going to be, they can select a small sample to try. Combinations are only limited to the customer's imagination and preferences."

Customers at New World Pukekohe and New World New Plymouth are the first to experience the new CareFillery, with the initiative to roll out to all New World stores in the North Island over the coming months.