Asda has introduced its first automated free sample vending machine at its Pilsworth store in Bury, UK.

The supermarket has described the machine as a 'first to market innovation'.

Customers can access complimentary samples through the supermarket's Rewards app, with Müller’s Frijj milkshake being the first product offered.

The vending machine is supported by Asda’s retail media division, LS Eleven Media Services, which facilitates brand engagement with customers through dynamic content and product trials.

This concept, already adopted in US supermarkets, has been proven effective in driving sales growth. In fact, similar Freeosk machines have been shown to increase sales by up to 50% following product sampling campaigns.

An Asda spokesperson told Refreshment: “We are trialling a digital sampling machine at our Pilsworth store so that customers can try newly launched products from our branded partners simply by scanning their Asda Rewards ID.”

The digital sampling vending machine will complement Asda's existing services and will not replace them. Along with sampling the product, customers will be able to view ingredient and dietary information on the screen.