Retail & E-Commerce

Vienna: New 100% Vegan Superstore BILLA PFLANZILLA to Offer 2,500+ Products

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

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

The concept comes as BILLA-commissioned research reveals that 46% of Austrians have reduced their consumption of animal products and that 28% of the 18 to 29 year-old group fully abstain from meat.


The shop, located at Mariahilfer Straße 38-4, will offer 100% plant-based products, with the company saying that “Neither vegetarian nor hybrid products are offered, and the entire store places great value on sustainable and reusable materials.” The range will include purely plant-based meat, sausage and dairy products, frozen goods, snacks, baked goods and confectionery as well as basic pantry products and beverages.

Additionally, customers can prepare their own nut puree at the nut press and fill their own containers with unpackaged and loose food. Weekly bread and purely vegetable croissants are available at the modern checkout counter, 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 realising a unique project. We are very much looking forward to the first customers and are convinced that we are meeting an important need with this new concept and at the same time making 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 realise the great potential of plant-based food – 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 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,” states Elke Wilgmann, BILLA Consumer Director.

On the opening day, 8 September, 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 offers from Wunderkern, BettaF!sh and Chellas.

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