New entry in the plant-based sector: “Planted” goes BILLA

• Plant-based meat products from Swiss pioneer “Planted” now available at BILLA, BILLA PLUS and BILLA PFLANZILLA

• Variety on the plate: a total of eleven items - including planted.chicken herb & lemon, planted.kebab and planted.pulled BBQ - provide a variety of flavors

• Products are made using an innovative pressing and fermentation process and contain only natural ingredients with no additives

• Plant-based pioneer: price-reduced products in BILLA and BILLA PLUS stores lead to a 47 percent increase in sales

Up to eleven new items are available at BILLA, BILLA PLUS and the BILLA PFLANZILLA store in Vienna - including planted.chicken Kräuter & Zitrone, planted.kebab and planted.pulled BBQ, each priced at €3.79. The “Planted” products are made from plant-based proteins such as peas and sunflowers and contain no preservatives or additives.

“Planted”: Innovative plant-based indulgence from Switzerland

The Zurich-based plant-based pioneer “Planted” was founded in 2019 and has set itself the goal of sustainably changing the way meat is perceived and incentivizing the consumption of plant-based equivalents. The company achieves this with its meat, which consists of purely plant-based proteins. The products are characterized in particular by their meaty and juicy bite, which is created by using state-of-the-art technologies. The main production site is a glass house in Kemptthal, Switzerland. This is the first transparent meat production facility open to the public.

Pascal Bieri, co-founder of “Planted”: “We are delighted to have gained a new partner in BILLA, which is driving forward the supply of purely plant-based foods with innovative store concepts and a wide reach. This not only allows us to make our 'Planted' meat widely available to more and more flexitarians throughout Austria, but also to continue working towards a sustainable future. Our products made from natural ingredients are not only rich in protein, but also consume up to 87% less CO2 and up to 90% less water during production.”

Verena Wiederkehr, BILLA Head of Plant-Based Business Development: “As part of our plant-based strategy, we are constantly working on expanding our purely plant-based range. With our new partner 'Planted', a driver of innovation in plant-based and sustainability, our customers now have even more choice when it comes to plant-based enjoyment. However, it is not only important for us to offer a diverse range of plant-based products, but also an affordable variety. That's why we focused on price reductions for our own brand Vegavita last year. The 47% increase in sales of the price-reduced products proves that we are pursuing the right approach here.”

47 percent more sales of price-reduced plant-based products at BILLA

With over 7,000 items, the BILLA PLUS plant-based range is one of the largest in Austria - offering customers a colorful variety for every taste. BILLA stores also offer a wide range of plant-based products. Affordability is essential in order to give customers a real choice between plant-based and animal-based products. Last fall, BILLA reduced the prices of its plant-based own-brand range and has since offered over 50 Vegavita products at the same price or cheaper than their animal-based counterparts. This has led to a 47 percent increase in sales of the price-reduced products - and was therefore obviously a decision that was entirely in the interests of customers. New Vegavita products for which there is already an animal counterpart are offered at the same price or cheaper.