Success at this year's V-Label Awards: REWE won the award in the spreads and dips category with its own-brand product "Rewe Beste Wahl Hummus mit Pinienkernen".
REWE and PENNY were shortlisted for the public vote with seven products from their respective own brands. The awards are presented by ProVeg e.V., a nutritional organisation that campaigns for a change in global nutrition. It has set itself the goal of replacing 50 per cent of animal products worldwide with plant-based and cultivated foods by 2040.
Submitted products had to convince both a jury and the public voting. Firstly, four ProVeg experts assessed the products according to the criteria of health, marketing, market potential and Sustainability. The eight products with the highest score in each category were shortlisted. These products then qualified for tasting by the jury and public voting. We would therefore like to take this opportunity to thank all our colleagues who responded to our calls and voted for one of our products!
Plant-based products are an integral part of the REWE, PENNY and BILLA (Austria) product ranges. Over the past twelve months, REWE has been the No. 1 retailer in the "vegan food" category in terms of revenue and sales in Germany (source: NielsenIQ Homescan, Food Vegan Total, MAT to CW43 2024, expenditure, LEH+DM in Germany total). In Berlin, there is even the first REWE store with a purely plant-based product range: "REWE Voll Pflanzlich" offers more than 2,700 vegan products.
With this store and the BILLA PFLANZLICH in Vienna, REWE Group has set new industry standards. It is not without reason that REWE Group is constantly expanding its plant-based product range: What we eat, how and where we buy food - consumer behaviour and eating habits play a central role in climate protection. According to the German Federal Centre for Nutrition, food accounts for one fifth of all climate-damaging greenhouse gas emissions in Germany, and around one third worldwide. This is why REWE and PENNY are working on anchoring more climate protection even at the product range level. In September 2020, PENNY launched Food For Future, the first cross-group vegan own brand of a discounter.
Both REWE and PENNY have already received more awards for their commitment. At the Vegan Food Award 2021, PETA honoured PENNY with Food For Future as the "Best Own Brand" and REWE as the "Most Vegan-Friendly Supermarket". in 2023, REWE became the most vegan-friendly supermarket in the Albert Schweitzer Foundation's ranking. PENNY also received the International V-Label Award last year for the vegan dino nuggets from its own brand Food For Future in the meat alternative category.
