There is a clear trend across all generations: sustainable products are increasingly in demand. Younger generations in particular, such as Gen Z and millennials, are driving this development. This is confirmed by a joint study by REWE Group, GfK Consumer Panel Services and the Stiftung Deutscher Nachhaltigkeitspreis e.V. In addition, plant-based nutrition is demonstrably better for climate protection. These are just two reasons why REWE Group has expanded its product range accordingly. With over 1,400 plant-based alternative products, REWE is already the market leader and not only wants to maintain this position, but also expand it further.

An important target group on this path is "Gen Z", young people up to the age of 28. They are the first generation for whom a plant-based diet is almost a matter of course. Even though they may not have large household budgets at the moment, they are the buyers of tomorrow. That's why we want to convince them of our wide range of products. And we want to do it where they spend a lot of time: on social media, with representatives of their age group. And that's exactly why REWE Marketing launched the "Plant Base". Four influencers show the fun and enjoyment that a plant-based diet can bring. The Plant Base shows the community on TikTok and Instagram how easy plant-based nutrition can be if you have the right partner - namely REWE. The influencers also want to get people excited about alternative lifestyles.

The Plant Base includes the influencers @rosakochtgruen and @lejannik. The other two influencers are Olivia and Lucas, who work as trainees at REWE in the North region. Why were they immediately willing to take part?

"I first trained as a chef. I had the advantage of having learnt in a hotel where everything was vegan and vegetarian. But I really wanted to train as a butcher. And when I was asked if I wanted to help design the Plant Base as a butcher, I could only say yes!" says Lucas. And Olivia adds: "I'm also very interested in plant-based nutrition myself and wanted to support REWE in this project. And that's why I thought it was a good opportunity."

You can find out everything else about the two of them in our film.

Firstly, the "Plant Base" is about vegan barbecues - the four of them prepare a vegan barbecue buffet in a park in Hamburg. Whether tofu sandwiches, vegan sausages, vegan burgers with vegan cheese, grilled vegetables or skewers with vegetable oat balls - the plant-based variety offers enjoyment for every taste. You can find the "Plant Base" on Instagram @rewe and Tiktok @rewe_de.

But not only has the "Plant Base" been officially launched, we at REWE Group will also be dealing with many other topics related to plant-based nutrition internally. Because in addition to our trainees Olivia and Lucas, there are many other colleagues within REWE Group who care about a plant-based diet.