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© Robert Harson
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REWE International AG
New brand at bp petrol station shops

Following the merger of the Billa and Merkur brands just over a year ago, the bp petrol station shops in Austria are now also becoming part of the Billa brand family: "Merkur inside" is now gradually becoming "Billa Now".

Under the motto "Enjoy every day", customers can choose from a wide range of products in the new convenience shops, from fresh fruit and vegetables to snacks and fresh coffee specialities for a quick snack on the go. The shops are supplied by Adeg, which is responsible for the entire wholesale business of REWE International AG.

Making everyday life easier for customers

The new "Billa Now" convenience stores are characterised by fresh produce, sustainable branded products with packaging that is as recyclable as possible - such as "Billa Bio" or "Ja! Natürlich" - and a constant focus on new products and changing nutritional trends. The longer opening hours, especially at weekends, are also a plus for customers.

© Robert Harson "Billa Now" will be launched in summer 2022 with the piloting of four bp petrol stations in Vienna. After a test phase, the new concept will be rolled out nationally.

Brian Beck, CEO of Adeg, explains: "The new 'Billa Now' shop concept once again demonstrates Adeg's expertise as a wholesaler in bringing products directly to consumers - fresh and in top quality. This is also reflected in the brand concept developed by Adeg, which uses modern and fresh colours to reflect the brand claim 'Enjoy every day'."

Closely coordinated supply chains

"With 'Billa Now', the Billa family has grown by another brand and stands for a convenient and high-quality shopping experience as well as an easily accessible treat for in-between meals. Thanks to closely coordinated supply chains, customers can choose from fresh products - especially fruit and vegetables - every day at the new 'Billa Now' shops," adds Jürgen Öllinger, Adeg Management Board member.

from left to right: Birgit Sommer, Retail Manager bp Austria, Brian Beck, Spokesman of the ADEG Management Board, Jürgen Öllinger, ADEG Management Board, Melanie Milchram-Pinter, Managing Director bp Austria © Robert Harson

"The modern, timeless and friendly design of the new brand fits in with our goal of making everyday life as easy and pleasant as possible for our customers," says Melanie Milchram-Pinter, Managing Director of bp Austria, who is looking forward to rolling out the new shop format. Birgit Sommer, Retail Manager bp Austria, adds: "The new shop offering at our bp petrol stations perfectly rounds off the existing, high-quality range of coffee and bistro specialities for our customers."

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