Veganuary" is a global celebration of purely plant-based enjoyment. A plant-based diet is becoming increasingly important to many people for a variety of reasons and is becoming firmly established in society as a sustainable development.

According to a survey conducted by the market research company marketmind on behalf of REWE International AG, two out of ten respondents already buy plant-based products such as milk, desserts or meat and sausage at least once a week. Among 18 to 25-year-olds, a third of those surveyed already pay special attention to plant-based products when shopping. Verena Wiederkehr, BILLA Head of Plant-Based Business Development, with the new plant-based sausage dumpling and Klaudia Atzmüller, Ja! Natürlich Managing Director, with the new Ja! Natürlich organic rice drink, which will be available at BILLA and BILLA PLUS from February. Copyright: BILLA AG | Robert Harson

BILLA therefore relies on a comprehensive plant-based strategy. A variety of plant-based foods can already be found on BILLA and BILLA PLUS shelves throughout Austria. This selection is constantly being expanded in line with customer needs. Last autumn, for example, around 3,000 plant-based products in the meat, sausage and fish categories were sampled as part of a large-scale tasting by the BILLA plant-based focus team. "Based on this comprehensive tasting, new products are constantly being added to the range that impress in terms of quality, flavour and price. For this 'Veganuary' alone, there are already 160 new listings with a focus on the dry range at PFLANZILLA," says Verena Wiederkehr, BILLA Head of Plant-Based Business Development.

BILLA PFLANZILLA opened in the heart of Vienna last September as a flagship project. The concept store with a purely plant-based range is the first of its kind in the whole of Austria. More than 2,500 purely plant-based products and services can be found in an area of over 200 m2 - 800 of the products that can be discovered in PFLANZILLA are actually only available here in the store.
"The demand for PFLANZILLA is unbroken. Since opening, more than 50,000 customers have visited the store and been inspired by our colourful and innovative range. Our nougat croissant has turned out to be an absolute top seller. An average of 200 of these are sold every week - due to its success, it will soon be available in all BILLA and BILLA PLUS stores," says Verena Wiederkehr and adds: "In addition, chilled plant-based meat and dairy products, handmade specialities from the market confectionery and freshly prepared snacks are particularly popular at PFLANZILLA. Customers can also look forward to the fact that the plant-based range at BILLA and BILLA PLUS is constantly being expanded throughout Austria." BILLA PFLANZILLA's top seller, the plant-based nougat croissant, will soon be available in all BILLA and BILLA PLUS stores. Copyright: BILLA AG | Robert Harson

For years, BILLA's own brands have been increasingly introducing plant-based products in order to continuously offer customers a growing variety.

As Austria's largest organic brand, Ja! Natürlich currently offers around 1,100 products of the highest organic quality and is focussing on expanding its purely plant-based range. With 400 products in the fruit and vegetable range, Ja! Natürlich creates the perfect basis for plant-based dishes. Klaudia Atzmüller, Ja! Natürlich Managing Director says: "At Ja! Natürlich, we have been increasingly focussing on more plant-based products in our range for years. We also take care to reduce greenhouse gas emissions in all our products. For example, the Ja! Natürlich organic tofu in the natural and smoked varieties has seven times less impact on our climate, as 100 per cent of the soya beans used come from Vienna."

To become even more climate-friendly, the organic pioneer offers its Ja! Natürlich organic oat drink in a reusable glass bottle that can be refilled up to 15 times. A new addition to the plant milk range from February is the Ja! Natürlich organic rice drink. "Rice is not traditionally grown in Austria, but our partner organic farmer in Burgenland's Seewinkel region has been growing it for several years. We have now taken the next step and developed the first organic rice drink from Austria with this farmer who is keen to experiment. This remarkable innovation comes in a sustainable reusable glass bottle and is therefore particularly climate-friendly," says Klaudia Atzmüller. BILLA PFLANZILLA offers more than 2,500 purely plant-based products - including new products from BILLA's own brands. Copyright: BILLA AG | Robert Harson

Launched in 2002, Vegavita has offered an exclusively plant-based range of products ever since. The own brand now has a new design and promises even more enjoyment and joie de vivre with its modern packaging. The range currently includes around 80 products - for anyone who wants to include plant-based products in their diet. It all starts with the popular Vegavita tofu varieties, which customers can discover in all BILLA and BILLA PLUS stores throughout Austria. The range is constantly being expanded with product innovations - such as plant-based sausage dumplings, which are now available in a new packaging design.

All Vegavita products are 100 per cent plant-based and meet strict quality criteria: The products are palm oil-free, have been awarded the V-label and do not contain hydrogenated fats. Sustainability and recyclable packaging materials are also emphasised. To become even more climate-friendly, organic pioneer Ja! Natürlich is offering its organic oat drink and its organic rice drink (available from February) in returnable glass bottles. Copyright: BILLA AG | Robert Harson

With Billa Bio, cost-conscious customers in BILLA and BILLA PLUS stores will find another organic own brand that perfectly complements the range and promises enjoyment in the best organic quality. The Billa organic range currently comprises 214 items, 48 of which are purely plant-based - this corresponds to 22 per cent of the total range. This year, customers can expect numerous new products such as tinned jackfruit, as well as baby and children's products such as porridge, porridge, fruit jars and tea-based drinks. BILLA's own brand stands for reliable and enjoyable organic quality at an attractive price, offering customers an even wider choice for a conscious and enjoyable diet in everyday life. The foods are GMO-free and certified with the EU organic seal.