Press Release 20th September 2024

Two years of BILLA PFLANZILLA: new animal-free cheese, price-reduced 3D salmon fillet and the oat drink is now “o'zapft!”

BILLA PFLANZILLA is not only the flagship project of BILLA's plant-based strategy, but also the central point of contact for plant-based enjoyment. Europe's first purely plant-based store of a traditional food retailer is celebrating its second anniversary in Vienna's Mariahilfer Straße. Customers will find over 3,000 purely plant-based products to discover and enjoy.

Verena Wiederkehr, BILLA Head of Plant-Based Business Development, with the new animal-free cheese, the price-reduced 3D salmon fillet and the freshly tapped oat drink. / Copyright: BILLA AG / Robert Harson, Reproduction for PR purposes free of charge

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At a glance

The market for purely plant-based products is developing strongly in 2024 - NielsenIQ reports a 25 per cent increase in the volume of plant-based meat products in Austria in the first 32 calendar weeks and an 11 per cent increase in plant-based dairy products compared to the same period last year
BILLA PFLANZILLA brings the new animal-free cheese from German start-up Formo exclusively to Austria
Affordable plant-based indulgence: mushroom protein-based salmon fillet, produced using a 3D printing process in Vienna, now also available at BILLA and BILLA PLUS and reduced in price from EUR 6.99 to EUR 3.99
Event tip: BILLA PFLANZILLA Genusstage on 20 and 21 September with free tastings of new products and highlights