A varied diet for conscious nutrition

The REWE Group touches the lives of millions of customers. We want to make it easy for our customers to shop consciously and help them make sustainable choices. We are keen to promote a varied diet comprising 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 + vegan and Food for Future aim to highlight just how vibrant and varied the world of plant-based nutrition can be. We feature 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 up to 3,000 items, REWE has the largest selection of organic products in the German food retail sector.

Vegan products at REWE

The product range in standard REWE stores includes up to 1,400 vegan items – and has grown considerably in recent years.

Organic products at PENNY

The PENNY range includes over 500 organic products.

Vegan service counter

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

Our progress so far:

We are the market-leading retailer in plant-based food products in Germany.
We are constantly expanding our plant-based range.
Promoting a plant-based diet is part of our ambitious climate strategy.
The variety we offer makes it easy for our customers to make plant-based food choices.  
We aim to have the highest share of organic food sales in the German food retail sector by 2025.

Plant-based foods are gaining in popularity

Plant-based foods are a permanent fixture of our REWE and PENNY product ranges in Germany and our BILLA ranges in Austria. With its varied product selection, REWE has been the leading food retailer in the plant-based segment for many years. The fully plant-based ‘REWE Vollpflanzlich’ supermarket next to the Warsaw Bridge in the Friedrichshain district of Berlin offers more than 2,700 vegan products.

We have set new industry standards with our fully plant-based REWE store in Berlin and BILLA PFLANZILLA in Vienna. These pilot stores showcase the ever-growing range of plant-based foods and take our customers on a journey of discovery through the world of plant-based nutrition.
- Initial stocktake: how are things going at REWE’s fully plant-based supermarket?

- To ‘REWE Vollpflanzlich’

A protein kick from plant power

Many people believe that protein intake is a critical concern for those seeking to follow a plant-based diet, since animal products are important sources of protein. But is this really true? Nutritionist Miriam Plogmann, Head of Quality Management Fresh/Frozen, and Pia Thies, Junior Quality Manager, explain how a varied, plant-based diet can supply us with all the proteins we need.
- To the story
REWE and BILLA open fully plant-based supermarkets

A cornucopia of green products: we have set new industry standards with our fully plant-based REWE store in Berlin and BILLA PFLANZILLA in Vienna. These pilot stores showcase the ever-growing range of plant-based foods and take our customers on a journey of discovery through the world of plant-based nutrition.
- To the press release
- To the story
Organic partnership: REWE is a member of the organic farming association Demeter

As interest in animal welfare, transparency and sustainability grows, so too does the importance of organic agriculture for consumers. By joining and partnering with the organic farming association Demeter, we have further strengthened our long-standing expertise in organic foods.
- To the press release

Measures and projects

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

Organic foods are an important and growing consumer segment. Made using socially and ecologically more sustainable production methods and with increased animal welfare standards, these products have a positive impact on humans, animals and the environment. This is an area in which we can make a big difference, especially with our private-label brands. For the suppliers and farms that produce our organic private-label products, we have formulated a list of comprehensive requirements that in many cases go beyond the EU rules on producing and labelling organic products.

With a range approaching 3,000 products at REWE and more than 500 at PENNY, we have the largest selection of organic products in the German food retail sector. The REWE Group in Austria has more than 1,100 organic products. And with around 1,000 REWE-brand organic products, REWE offers the largest private-label organic food range of all German food retailers.

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

With the launch of its ‘Naturgut Bio-Helden’ organic heroes range in 2016, PENNY blazed a trail for the rest of the industry. Imperfect fruit and vegetables have been a success ever since.
- To the story

More than ten years of partnership: REWE Group and Naturland

We have been working closely with the world’s biggest organic association, Naturland, since 2009 to strengthen organic farming and make organic products available to a wider market. The partnership with Naturland has enabled us to offer a growing and varied range of regional and international products in our stores.
- To the press release

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 blazing new trails in the German food retail sector by supporting local suppliers and producers. In acknowledgement of our responsibilities to the local community, we pursue long-term partnerships with small farms in the vicinity of our stores.
- To the story
- To the press release

Competence Centre for Agriculture

The REWE Group cooperative is the first food retailer in Germany to establish a competence centre for agriculture.

The Competence Center Agriculture pools the expertise of trade and agriculture. The common goal: to develop pioneering concrete projects that help shape the transformation of sustainable German agriculture.
- To the Competence Center Agriculture
- To the story

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 marketplace. To deliver such innovations, we rely on partnerships with start-ups, whose products and services support the necessary transformative processes in the value chain.
- To the story

Enabling informed choices with Nutri-Score 

Nutri-Score is a food labelling system that allows consumers to assess a product’s nutritional ingredients, including the 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.
- To opinion article
- To the website

Study on sustainable consumption

Sustainable products continue to enjoy popularity across the generations. This was the finding of a 2023 study conducted by the REWE Group in association with the Consumer Panel Services GfK and the German Sustainability Award Foundation (Stiftung Deutscher Nachhaltigkeitspreis e.V.). The study examined preferences and purchasing behaviour since 2018 in respect of organic produce, meat and meat substitutes, dairy alternatives and local produce.