Rewe, the German retail change, has expanded its private label portfolio with the launch of a new brand named Rewe PWR.
The range comprises eight initial products designed for active consumers, including six protein bars alongside a whey protein and a clear whey protein powder. Pricing for the items starts at € 0.85 ($0.98) for a protein bar up to €16.99 ($19.55) for a clear whey protein powder. According to Rewe, the new brand aims to tap into the growing consumer demand for high-protein foods that support active lifestyles and daily wellbeing.
Commenting on the launch, Christian Üffing, buying manager for drugstore at Rewe, stated: “With REWE PWR we are offering our customers high-protein products that combine enjoyment, quality and suitability for everyday use. The new private label complements our assortment with a growing product category that is increasingly important for many people with a conscious diet”.
Part of the wider Rewe Group – which recorded a total external turnover of over €100.4 billion ($115.58 billion) in 2025 – Rewe plans to scale the long-term brand with additional product rollouts in future.
Source: Rewe
