German supermarket giant REWE has opened a store that only sells plant-based food and drink.
The 200 sq.m. ‘REWE voll pflanzlich’ supermarket in Berlin offers more than 2,700 vegan-friendly products from around 300 brands, including organic vegetables, and cheese and meat alternatives. REWE’s own-label vegan lines are also prominently represented.
The group’s Chief Operating Officer, Peter Maly, commented: “With ‘REWE fully plant-based’, we are showing how varied and large the selection of vegan products is. In the past, we have been recognised several times as a vegan pioneer in the food trade, and we are also encouraged by the strong response from our customers.”
A standard REWE store includes up to 1,400 vegan items, with demand growing considerably in recent years. The retailer noted that milk alternatives and fresh convenience products have proved to be particularly popular.
Maly added: “There are twice as many products in our plant-based supermarket as in the usual REWE range. First and foremost, we are hoping for learning effects for our traditional supermarkets. Here at Warschauer Brücke in Berlin-Friedrichshain, we have the opportunity to pave the way for even more new products and brands to reach the supermarket shelves. We are very excited!”
