This becomes particularly clear in the fruit and vegetable department, where creatively presented panels suspended from the ceiling tell the story of the products and allow customers to appreciate their quality at a glance.

But the new concept goes far beyond this redesign. Shopping should not only be enjoyable, but also take social responsibility into account. For this reason, PENNY Italy works with Banco Alimentare, the Red Cross, and Fondazione Progetto Arca to donate surplus food to people in need.

This social concept is consistently pursued with the private label Welless, which was developed in collaboration with the AIRC Foundation and focuses on health-conscious recipes that support cancer prevention. For this effort, Welless received the “Credere nella Ricerca” award (“Believe in Research”) from the Italian President – further proof that innovation at PENNY Italy means much more than just store design.