BILLA PFLANZILLA, the flagship project of BILLA's plant-based strategy, is in a celebratory mood: Europe's first purely plant-based store of a traditional food retailer is celebrating its second anniversary in Vienna's Mariahilfer Straße. Customers can find over 3,000 purely plant-based products here.
With BILLA PFANZILLA and the national range, BILLA and BILLA PLUS are in tune with the times. Verena Wiederkehr, BILLA Head of Plant-Based Business Development: "For many people, plant-based enjoyment has become an integral part of their daily diet. This is also reflected in the figures from Statistics Austria. Within ten years, meat consumption in Austria has fallen by around ten per cent. In terms of milk, one in ten packs sold at BILLA already contains a purely plant-based variant." With more than 7,000 purely plant-based products, BILLA PLUS offers customers the largest selection in Austria. A flavourful enrichment that is also good for the climate.
Wiederkehr: "In the first 32 weeks of the current year, 25 per cent more plant-based meat products were sold in the Austrian food retail sector than in the same period last year, according to figures from NielsenIQ. The volume of plant-based dairy products increased by 11 per cent compared to the same period last year. In terms of value, the two categories also grew significantly faster than their animal-based counterparts, with growth of 16 per cent and four per cent respectively. The new Austrian nutritional recommendations also illustrate how relevant plant-based enjoyment is. The focus is clearly on more plant-based foods."
PFLANZILLA celebrates its birthday with new products 
Barbara Boeschen (BILLA PFLANZILLA deputy store manager) with the new BILLA PFLANZILLA baking station. © BILLA AG / Robert Harso
Just in time for its second anniversary, BILLA PFLANZILLA is presenting its customers with various new products: Thanks to the new baking station, for example, there are purely plant-based bacon sticks and pizzas. In addition to raspberry croissants, the pistachio crookie is now also available in a purely plant-based version at the request of the BILLA community. Another new addition to the range is The Oater oat drink, which is freshly fermented and tapped on site and can be taken away by customers in a practical reusable glass bottle.
Another new product: animal-free cheese varieties from Formo
from left: Victoria Reinsch (Formo), Verena Wiederkehr (BILLA Head of Plant-Based Business Development) and Jan van Schwamen (Formo) at the BILLA PFLANZILLA Genusstage.
© BILLA AG / Robert Harson
With the fresh cream "Frischhain" in the natural and herbal varieties, a new addition to the plant-based scene is moving into BILLA PFLANZILLA. The German start-up Formo uses koji protein, which has characterised Japanese cuisine for centuries, in its production. The protein, which is obtained through microfermentation, impresses with its texture and flavour - and it is good for the environment. The products will also be available at BILLA PLUS from October, and the range will be extended to BILLA shops at the beginning of 2025 in time for Veganuary.
"For us at BILLA, it is already a tradition to support start-ups and innovations from the plant-based sector and to give them a big stage. I am particularly pleased that, with Formo, we are offering our customers innovative products with great flavour just in time for our birthday. By rolling out the popular salmon fillet from the Revo Foods 3D printer to all BILLA PLUS and selected BILLA stores, we are sending a sustainable signal for even more plant-based enjoyment," says Wiederkehr.
