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Award for "REWE voll pflanzlich"
Animal welfare organisation PETA presents award to Berlin-based "REWE voll pflanzlich"

REWE receives the PETA Vegan Award 2025 in the "Best Vegan Variety" category. The award is dedicated to the "REWE voll pflanzlich" test market.

"The concept deeply impressed us with its innovative and consistently vegan products, its impressive brand strategy and the convincing overall appearance," PETA said. The plant-based supermarket is a "special, unique and innovative pilot project".

Carefree shopping without checking ingredients
Our "REWE voll pflanzlich" delivers what its name promises: the store opened in April 2024 with a range of over 2,700 exclusively vegan products. An average of 5,500 customers visit the grocery shop in Berlin-Friedrichshain every week. "We have all put so much passion into creating this special store. The aim was and is to make plant-based shopping easy for everyone. The award from PETA as a committed animal welfare organisation is therefore a great honour for us," says a delighted Project Manager Isabell Kroll.

Baked goods and fresh creams made in the store are particularly popular at "REWE voll pflanzlich". The private labels REWE Bio + vegan and REWE Bio are prominently represented. These include REWE's most successful plant-based products such as oat drink, smoked tofu and falafel balls. The entirely plant-based range makes it easier for customers who follow a vegan diet to choose. They appreciate carefree shopping without having to check the ingredients of the products.

Number one for plant-based foods
REWE is the leading food retailer for plant-based products in Germany. This is confirmed by recent studies. According to figures from Nielsen*, customers buy the most plant-based products in our more than 3,800 stores across Germany. According to the representative study, REWE is number one for plant-based products in terms of both revenue and quantity. The ProVeg price study* also confirms that we have the best availability of plant-based alternatives. With an average of 1,800 vegan branded and own-brand products and more than 300 different fruit and vegetable items per store, we offer a wide variety of plant-based nutrition.

* Source: NielsenIQ Homescan, Food Vegan Total, MAT to CW43 2024, expenditure, LEH+DM in Germany total
*Source: ProVeg_Preisstudie_2024

 

How the first "REWE voll pflanzlich" runs
Fresh creams and French rolls are a big hit
The first interim results of our "REWE voll pflanzlich" store in Berlin are impressive: An average of 5,500 customers do their weekly vegan shopping there, and there are already some real favourites: The absolute favourites are baked goods, freshly made creams and sandwiches.
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Green city plant in the Berlin neighbourhood
REWE opens first fully plant-based supermarket
The "REWE voll pflanzlich" store on Warschauer Brücke in the Friedrichshain district offers more than 2,700 vegan products. After more than 3,800 stores offering everything from organic vegetables to cheese and meat, this is REWE's first vegan store. Experience the new store here in our film.
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