The growing awareness of a healthy and enjoyable diet as the basis for physical and mental well-being has led to Austrians placing great value on which foods end up in their shopping baskets. Conscious consumption, sustainability and organic origin are in demand as never before.
"With 'Billa Bio' we have created an organic brand that gives our customers even more choice for a conscious and enjoyable diet in everyday life - regardless of their budget. We want to support all those who want to quickly conjure up a healthy, balanced and delicious meal for themselves and their family at lunchtime or in the evening, while paying attention to the organic origin of the food," explains Elke Wilgmann, CEO BILLA MERKUR Austria.
A shopping basket full of organic products
At the start, the selection comprises about 135 products - mainly from the dry assortment - and will be continuously expanded in the coming months. Customers can choose from a variety of fruity or salty snacks, mueslis and cereals, pasta, sugos and pestos, pickled or dried foods and preserves as well as various fruit juices, teas, vinegars and oils. In addition, there is a small but fine selection of fresh fruit and vegetables as well as sausages, ham, cheese and sweet desserts from the refrigerated shelves. Fish, vegetables and quick, already prepared dishes from the freezer complete the range. And for the small hunger in between, all kinds of tasty and healthy convenience products are available, such as hearty "to go" salads, ready-made soups or smoothies.
Two brands, one promise: Enjoyment in organic quality
With "Billa Bio" and Ja! Natürlich, customers at BILLA, in the BILLA online shop and at MERKUR can now find two organic own brands that complement each other perfectly and promise enjoyment in the best organic quality.
"Organic has been a high priority at BILLA for many years. Thus, Ja! Natürlich, the Austrian organic pioneer, has been combining enjoyment with high quality and holistic responsibility for people, animals, the environment and nature for over 27 years and has become the top organic brand in the domestic food trade. However, since we still see a lot of potential in this area and would like to further expand our offer for our customers, it was time for a second organic own brand. Both brands complement each other ideally: Ja! Natürlich already offers a huge variety of organic products - the fresh produce section is certainly worth mentioning here - and this wide selection is now being meaningfully expanded by 'Billa Bio', especially in the dry goods and convenience product ranges. In this way we can support our customers in the best possible way with a conscious and balanced lifestyle", Elke Wilgmann is convinced.
