BILLA PFLANZILLA: New shop concept offers 100% vegetable assortment

The consumption of purely plant-based foods is becoming increasingly important for many people for a variety of reasons. A recent survey commissioned by BILLA* shows that 46% of Austrians have consciously reduced their consumption of animal products, including meat, in recent years. In addition, according to the BILLA Austria Report**, 28% of the 18 to 29 year-olds are already abstaining from meat. The consumption of plant-based foods is booming and has long since ceased to be a trend, but rather a sustainable development in our society. Since BILLA knows the needs of its customers and always has its finger on the pulse, a completely new type of concept store was developed with BILLA PFLANZILLA, which has a purely plant-based range and provides innovative services - making it the first of its kind in Austria. The shop is located at Mariahilfer Straße 38-48 in the area of the BILLA PLUS market kitchen and will be ceremoniously opened on 8 September. With BILLA PFLANZILLA and the newly designed food court, BILLA is making it significantly easier for customers to buy purely plant-based products and is once again living up to its pioneering role as an innovation pioneer.

Marcel Haraszti, Board Member of REWE International AG, is enthusiastic: "With BILLA PFLANZILLA we have succeeded in realising a unique project. We are already very much looking forward to the first customers and are convinced that this new concept will cover an important need and at the same time make a contribution to more conscious, sustainable consumption. In addition, we offer innovative start-ups and producers who are committed to purely plant-based products a valuable stage and look forward to a number of exciting cooperations. Together we can exploit the great potential of purely plant-based foods - which not only benefits our customers, but also our environment.

A world of plant-based products with everything the heart desires and inspires

The area of over 200 m2 offers space for more than 2,500 purely vegetable products and new service offers. Specially trained staff are on hand to help customers with any questions they may have about the BILLA PFLANZILLA product range. The diverse range includes purely plant-based meat, sausage and dairy products, frozen goods, snacks, baked goods and confectionery as well as basic products for plant-based dishes such as pulses, grains, seeds, nuts, fruit and vegetables. But also herbs, sauces, spices, pastes and muse can be found on the shelves. The coherent range is rounded off by drinks that underline the plant-based lifestyle - from cereal and nut drinks to exquisite wines. All items from various brands - such as BILLA's own brands Vegavita and Ja! Natürlich - are 100% plant-based and promise the best quality. Neither vegetarian nor hybrid products are offered, and the entire store attaches great importance to sustainable and reusable materials.

BILLA PFLANZILLA offers the best plant-based selection for every taste and every requirement: If you are in a hurry, the snack bar in cooperation with Habibi & Hawara invites you to take away ready-to-eat food. A special highlight is the recipe of the month, whose primary ingredients are compiled monthly in a special area - this makes shopping quick and easy. In addition, customers can prepare their own nut puree at the nut press. In addition, there are stations with unpacked and loose food where customers can fill up their own desired quantity, and weekly bread and purely vegetable croissants are available at the modern checkout counter. Those who like it sweet also get their money's worth: the Naschbar offers ice cream and all kinds of sweet temptations based on plants. At the Ottakringer Fassbar, customers can enjoy beer, which, true to the motto #refillable, is tapped in returnable bottles, thus avoiding packaging waste.

The non-food area is also convincing: a shelf full of cookbooks provides inspiration for plant-based recipes. In addition, various focal points are set, such as cooking & baking, clean & healthy, convenience, snacking or country cuisines.

"It is important to us that a visit to BILLA PFLANZILLA is the best choice for plant-based nutrition in every situation: whether it's a quick lunch, doing all the grocery shopping, or looking for inspiration for plant-based dishes. Our customers can shop in a relaxed way - without time-consuming searching for purely plant-based products and checking the labels. For this reason, the BILLA PFLANZILLA range is not limited to individual foods, but includes a wide range of products and services that perfectly round off plant-based enjoyment. In addition, we take the service concept to the next level with specially trained employees," explains Elke Wilgmann, BILLA Consumer Director.

Stimulating impulses on the topic of plant-based nutrition are also provided by a variety of events, such as seminars on plant-based nutrition, exclusive tastings of innovative plant-based products and information events. The new shopping experience is completed on a visual level by modern gorilla designs, which can be found throughout the store - after all, the gorilla is the strongest animal in the jungle that eats a purely plant-based diet. The choice of the mascot is underlined by the crisp, fresh green and yellow colour of BILLA PFLANZILLA and is also reflected in the name.

On the opening day, 8 September, customers can look forward to a number of welcome treats: in addition to tastings of numerous purely plant-based products (including "Leverkas Gustl" from the plant nursery and delicacies from Berndswelt), the first 300 customers will receive a wide variety of purely plant-based goodies and much more. On the following weekends, customers can also look forward to exciting delicacies from Wunderkern, BettaF!sh and Chellas.

About the studies:

* The market and opinion research institute marketagent was commissioned by BILLA to conduct an online survey of 500 Austrians between 14 and 75 years of age at the end of May / beginning of June 2022. The sample is representative of the Austrian population.

** The market and opinion research institute marketmind was commissioned by BILLA to survey a total of 3,013 women and men between the ages of 18 and 65 on various topics, including plant-based nutrition, between 2 and 22 November 2021.