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Austrian retailer Billa, subsidiary of the Rewe Group, has announced the opening of a store with a new plant-based concept, Billa Pflanzilla.
According to sources, the new concept was launched due to the increased popularity of plant-based foods and research that revealed that 46% of Austrians have recently reduced consumption of animal products and 28% of young consumers from 18 to 19 years of age don’t consume meat products.
Marcel Haraszti, CEO of REWE International AG, said: “We are already very much looking forward to the first customers and are convinced that we are meeting an important need with this new concept and at the same time making a contribution to more conscious, sustainable consumption”.
“In addition, we are offering innovative start-ups and producers who are committed to purely plant-based products a valuable stage and are looking forward to a number of exciting collaborations. Together, we can tap the huge potential of pure plant-based foods – benefiting not only our customers, but also our environment”, Marcel Haraszti added.
Billa Pflanzilla offers a range of purely plant-based products, featuring more than 2500 SKUs in an area of 200 sq. metres.
Source: ESM Magazine
