A varied diet for conscious nutrition

Woman in the kitchen with green juice and a salad
  • A bag of fruits and vegetables is handed to a woman.

    The REWE GROUP touches the lives of millions of customers. We want to make it easy for our customers to shop mindfully and help them make sustainable choices. We are committed to promoting a varied diet that includes plant-based foods as well as organic and regional products.

    We offer a wide range of plant-based products at our REWE and PENNY stores. Our innovative private labels, REWE Bio Pflanzlich and Food for Future, aim to highlight just how vibrant and varied the world of plant-based nutrition can be. We offer the largest selection of organic foods and are constantly expanding our regional and local offerings.

    Our REWE fully plant-based supermarket in Berlin, which opened in 2024, showcases the variety, diversity, and quality of plant-based foods.

Organic products at REWE

With more than 3,200 items, REWE has the largest selection of organic products in the German food retail sector.

Vegan products at REWE

In Germany, REWE offers over 1,800 purely plant-based own-brand and branded products.

Organic products at PENNY

The PENNY range includes over 800 organic products.

Vegan service counter

20 percent of REWE customers would like a vegan range at the service counter.

Our approach

  • For 2024, we calculated the breakdown of plant-based and animal-based products within the total food range (excluding drinks) of REWE and PENNY in Germany for the first time, based on the WWF’s Planet-Based Diets Retailer Methodology. The proportion of plant-based products accounted for 54 per cent of total volumes.

  • When considering a balanced diet, we take into account, amongst other things, the recommendations of the Planetary Health Diet. REWE, PENNY Germany and BILLA stock plant-based products and alternatives across various product categories.

  • Vegetable ingredients such as grains, nuts and pulses are arranged side by side and a vegetable dish on a plate is in the middle.

    As one of Europe’s largest food retailers, we want to play an active role in shaping the future of plant-based nutrition. We believe it is our responsibility to play an active part in shaping the future of nutrition. As part of our protein strategy, REWE, PENNY Germany and BILLA are exploring plant-based, alternative and animal-based protein sources. This includes existing plant-based product ranges, as well as partnerships and innovations in the food tech sector.

    We have set out on this journey – and are working on a holistic protein strategy for REWE, PENNY Germany and BILLA. With our protein strategy, we aim to raise awareness of balanced nutrition without being patronising. The protein strategy considers plant-based, alternative and animal-based protein sources, whilst taking into account the principles of a balanced diet.

  • Clément Tischer with microphone in his hand, a large screen can be seen blurred in the background.

    Clément Tischer on the food of the future

    In light of climate change and the growing global population, it is becoming increasingly important to transform the food system. Innovative product lines, such as alternative protein sources, are the specialty of Clément Tischer, Head of FoodTech at REWE GROUP. In our “Three Questions With” series, he shares his thoughts on the necessary nutritional shift.

  • A sandwich with plant-based cooked ham from the LEKKA brand is on a plate.

    REWE GROUP Collaborates with FoodTech Startups

    REWE is launching plant-based ham and sausages with a meat-like texture. The “LEKKA” ham alternative from the startup Project Eaden impresses with its rich flavor.

  • Measures and Projects

    We actively promote a balanced diet through various projects and initiatives. Our wide range of organic products is one example.

    Organic foods represent an important and growing consumer segment. Produced using more socially and environmentally sustainable methods and adhering to higher animal welfare standards, these products have a positive impact on people, animals, and the environment. This is an area where we can make a significant difference, particularly with our private-label brands. For the suppliers and farms that produce our organic private-label products, we have established a comprehensive set of requirements that, in many cases, exceed EU regulations on the production and labeling of organic products.

    With a range of nearly 3,000 products at REWE and more than 500 at PENNY, we offer the largest selection of organic products in the German food retail sector. The REWE GROUP in Austria offers more than 1,100 organic products. And with around 1,000 REWE-brand organic products, REWE offers the largest private-label organic food selection of any German food retailer.

  • The winding road to success: PENNY’s “organic heroes” tackle food waste

    With the launch of its “Naturgut Bio-Helden” organic heroes line in 2016, PENNY paved the way for the rest of the industry. Imperfect fruits and vegetables have been a hit ever since.

  • More than ten years of partnership: REWE GROUP and Naturland

    We have been working closely with the world’s largest organic association, Naturland, since 2009 to promote organic farming and make organic products available to a wider market. Our partnership with Naturland has enabled us to offer a growing and diverse selection of regional and international products in our stores.

  • A bowl of tomatoes held on both sides by hands. One pair of hands is wearing gardening gloves.

    Local Partnerships in Agriculture

    We are a reliable partner for local farmers and foster close relationships with them. Through these local partnerships, our cooperative is breaking new ground in the German food retail sector by supporting local suppliers and producers. In recognition of our responsibilities to the local community, we pursue long-term partnerships with small farms in the vicinity of our stores.

  • A person holding a digital tablet, standing in a field of plants.

    Competence Center for Agriculture

    In 2023, the cooperative REWE GROUP became the first food retailer in Germany to establish a Center of Excellence for Agriculture. The Agriculture Competence Center brings together expertise from the retail and agricultural sectors. The shared goal: to develop groundbreaking, concrete projects that actively shape the structural transformation of German agriculture.

  • Trends Through Innovation

    We make every effort to inspire our customers with fresh ideas and innovative products, many of which have set trends in the German market. To deliver such innovations, we rely on partnerships with startups, whose products and services support the necessary transformative processes in the value chain.

  • Enabling Informed Choices with Nutri-Score

    Nutri-Score is a food labeling system that allows consumers to assess a product’s nutritional content, including its fruit and vegetable content, at a glance. REWE and PENNY in Germany have introduced Nutri-Score for their private-label products to help customers make informed food choices.

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