Bananas and cucumbers in top ten most-purchased items at Voll Pflanzlich, which stocks exclusively vegan-friendly products
Fresh fruit and vegetables are among the most purchased products at Voll Pflanzlich, the vegan-only convenience store which Rewe Group opened in Berlin in April 2024.
According to the company’s own six-month review of the store, Rewe Bio organic cucumbers and bananas were in the top ten most popular items bought at the outlet.
Crucially, the store appears to have been a hit with shoppers – 5,500 of them per week in fact, according to the company – who want convenience, healthy products, and also the confidence to choose products without checking whether or not they are vegan-friendly.
“Opening a purely plant-based store in the current market environment was a bold step,” admits group CEO Peter Maly. “But we knew that we have great expertise in the vegan range and a lot of experience from our more than 3,800 supermarkets nationwide.”
According to Maly, initial figures and feedback from customers have confirmed that the idea of a plant-based full-range store can work in the right location and on the right space.
The pilot Voll Pflanzlich store sits close to Berlin’s Warschauer Bridge in a busy commercial zone, and just across from a busy S-Bahn station, through which tens of thousands of people pass each day.
“We will decide at a later date whether we will open further purely plant-based supermarkets,” Maly added. “Our Rewe stores and customers nationwide are already benefiting from the products that we are testing first at Rewe Voll Pflanzlich in Berlin and then making available to everyone in the product range.”
