In collaboration with a leading olive oil manufacturer aiming to explore new business models and sales formats, TheCUBE co-developed an innovative service featuring refill stations. These stations were tested across various points of sale in four countries—Spain, France, Germany, and the United States—to gather valuable user feedback.

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The initiative encourages sustainable consumption by reducing packaging waste while helping the client assess consumer interest and the viability of scaling this service. Following a thorough analysis of the results and identification of the most relevant consumption drivers, TheCUBE launched the Olive Oil Experience, a bulk olive oil sales line currently in the acceleration phase as an internal project in the United States.