Vienna: the new 100% vegan supermarket BILLA PFLANZILLA will offer more than 2,500 products – vegconomist

BILLA, one of Austria’s largest employers, operating around 1,200 stores, will open a 200 square meter vegan concept store on September 8, which the chain says will be the first of its kind in Austria.

“we are responding to an important need with this new concept and at the same time making a contribution to more responsible and sustainable consumption”

The concept comes as research commissioned by BILLA reveals that 46% of Austrians have reduced their consumption of animal products and that 28% of the 18-29 age group are completely abstaining from meat.


The store, located at Mariahilfer Straße 38-4, will offer 100% plant-based products, with the company stating that “no vegetarian or hybrid products are offered, and the entire store places a high value on sustainable and reusable materials”. The range will include purely plant-based meat, cold cuts and dairy products, frozen products, snacks, bakery products and confectionery as well as basic products and beverages.

Additionally, customers can mash their own nuts at the nut press and fill their own containers with unpackaged and bulk foods. Every week, purely plant-based bread and croissants are available at the modern checkout, and a non-food area offers a shelf full of cookbooks.


Marcel Haraszti, CEO of REWE International AG, comments: “With BILLA PFLANZILLA, we have succeeded in realizing a unique project. We are looking forward to the first customers and are convinced that we are responding to an important need with this new concept and at the same time making a contribution to more responsible and sustainable consumption. In addition, we offer innovative start-ups and growers who are committed to purely plant-based products a valuable step forward and look forward to a number of exciting cooperations. Together we can realize the great potential of plant-based foods – not only for the benefit of our customers, but also for the environment. »

“It is important to us that a visit to BILLA PFLANZILLA is the best choice for plant-based nutrition in all situations: whether it’s a quick lunch, doing all the shopping or looking for the inspiration for plant-based dishes. Our customers can shop in a relaxed way – without wasting time looking for purely vegetable products and checking 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 complement the vegetable pleasure. In addition, we take the service concept to the next level with specially trained employees,” says Elke Wilgmann, BILLA Consumer Director.

On opening day, September 8, the first 300 customers will receive a wide variety of purely plant-based treats and more. On the following weekends, customers can also look forward to offers from Wunderkern, BettaF!sh and Chellas.

About Valerie Wilson

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