Global challenges, such as the growing world population, debates surrounding animal welfare, trade disputes and climate change, are prompting a move towards more secure, sustainable and crisis-proof food systems. Plant-based and alternative proteins can play an important role in this. As one of Europe’s largest retailers, we feel we have a responsibility to play an active part in safeguarding future food supplies. This includes the ongoing expansion of plant-based ranges in our supermarkets as well as innovative FoodTech solutions.
We have set out on this course and are currently developing a holistic protein strategy. Yet, while this work involves many divisions within the group, there is also a need for political action.
Through its commitment to the Science Based Targets initiative (SBTi) and the issuance of a sustainability-linked bond, the REWE Group has set itself ambitious climate targets. Increasing the supply of plant-based ranges and the associated demand will help us to meet these targets. In order to provide future generations with a sustainable, balanced food supply, production must become more resource friendly and use less space. CO2 emissions must be reduced and supply chains optimised. One key area of focus for the REWE Group is alternative proteins – a long-term project involving various areas of the company, including Purchasing, Category Management, Sustainability, Sales, Public Affairs and Corporate Communications. The overarching ambition of our holistic protein strategy is to raise awareness of a more conscious and balanced diet without patronising the consumer or demanding any sacrifices!
REWE is already the leader in the vegan products sector, while PENNY is setting standards in the discounter segment. However, the success of the food system transformation also relies on an appropriate political framework. That is why we are calling for a national protein plan from the German government, dedicated subsidy programs for farmers and start-ups, fair VAT for plant-based products, simplified authorisation procedures for novel foods, intensified public research, and a more robust infrastructure.
Our four pillars for the food system transformation
The REWE Group encourages a varied, flavourful, eco-friendly and socially responsible food supply. Our sustainable, innovative and high-quality foods are are helping to drive the food system transformation forward. We aim to offer a balanced mix of alternative, plant-based and animal protein sources and to use our regional market structures and strategic partnerships to make supply chains more resilient and centred around local agriculture.
It is important not to play animal and alternative proteins off against each other! Our commitment is to resilient nutrition in which local agriculture plays a key role.
Ongoing optimisation of the product range
The REWE Group is guided by the Planetary Health Diet, an international dietary framework designed to meet the demands of a growing world population by reducing the proportionate intake of animal proteins and promoting alternatives. We take this framework seriously and are consistently increasing the proportion of plant-based products offered at REWE and PENNY supermarkets in Germany, and BILLA in Austria. Wherever possible and appropriate, we are also moving to entirely plant-based ingredients for a large selection of our products. With attractive private-label products, such as Food For Future at PENNY and REWE Bio + vegan, we want to appeal not only to vegans, but also to flexitarians and consumers who are keen to try something new. We continue to develop the sensory qualities of these products. Through our membership in trade associations, we are pushing for a standard methodology for disclosing and labelling the plant/animal protein split.
Encouraging more conscious food choices
Through active memberships in associations such as BALPro e.V. and the standard labelling of our vegan and vegetarian products, we are making it easier for people to make more conscious food choices. We also help customers make the switch to plant-based foods and increase acceptance of a plant-based diet with incentives on our rewards apps and digital flyers, as well as through our establishment of the Plant Base community. Our in-house plant-based community at REWE in Germany (REWE-voll-pflanzlich) further demonstrates our intrinsic motivation to promote the plant-based market. Here, employees not only organise training on plant-based products and regular tastings of new products, they also work together to increase the range of vegan options available in the staff restaurants.
The need for a national protein plan
The increased uptake of plant-based foods depends on the combined efforts of all supply chain members. For the REWE Group, a national protein strategy that strengthens the competitiveness of German agriculture represents the way forward. We want to continue supporting policymakers as a competent partner in the development of national food security strategies.
Driving innovation
We are driving forward the expansion of our plant-based offering with our unique pilot store concept, fully plant-based flagship stores such as ‘REWE voll pflanzlich’, and partnerships with FoodTech start-ups. A particular focus is supporting companies and technologies that offer strong sustainability potential. Clément Tischer, Head of FoodTech at the REWE Group, develops innovative product ranges incorporating alternative protein sources, for example. The technologies we are exploring have the potential to fundamentally transform the food industry and facilitate access to more resilient products with improved environmental credentials.
One innovation that has particularly excited Clément Tischer is Project Eaden. This start-up takes plant-based meat alternatives to the next level in terms of flavour and technology, authentically recreating the texture and bite of meat with a novel fibre technology. The start-up’s first products have been available at REWE supermarkets throughout Germany since early May.
