This is particularly evident in the fruit and vegetable department: Innovative motif panels suspended from the ceiling tell the story of the products and make their quality tangible at a glance.

But the new concept goes far beyond this redesign. After all, shopping should not only be pleasant, but should also take social responsibility into account. For this reason, PENNY Italy works together with Banco Alimentare, the Red Cross and the Fondazione Progetto Arca and gives surplus food to those in need.

This social concept is also taken a step further with the Welless own brand, which was developed together with the AIRC* Foundation and focuses on health-conscious recipes for cancer prevention. Welless received the "Credere nella Ricerca" ("Believe in Research") award from the Italian President for this commitment - further proof that innovation at PENNY Italy means far more than just shop design.

* AIRC: Italian Association for Cancer Research