5 Takeaways From the First Six Months of Rewe’s Fully Plant-Based Supermarket in Germany

Rewe's fully plant-based supermarket in Berlin, Voll Pflanzlich, has been operating for six months, offering over 2,700 plant-based products from various brands. The store's success lies in the 'fully plant-based' marketing approach, which has attracted around 5,500 shoppers weekly who appreciate the convenience of finding a full range of vegan products without having to question labels. The store's top-selling products include convenience items like chocolate croissants and Franzbrötchen, homemade snack rolls, and non-dairy cream cheeses.

Additionally, the success of non-dairy cream cheeses has prompted the store to expand its offerings to include sweet varieties. By listening to customer suggestions and adding new products like potato milk and tofu finishes, Rewe aims to cater to the evolving preferences of its shoppers. While the concept is still in the test phase, the company is pleased with the initial feedback and plans to continue exploring the potential for further fully plant-based supermarkets in the future.