Austrian supermarket chain BILLA claims it now offers the largest plant-based range in the country, with around 4,000 products verified as animal-free by the Vegan Society Austria.
The chain achieved this by significantly expanding its plant-based own-brand range while offering products from other brands. Last autumn, BILLA’s plant-based experts tasted around 3,000 Alt meat and Alt seafood products using the results of revising the retailer’s VegaVita range. It has now been relaunched with additional products and updated packaging.
“We are pursuing a comprehensive plant-based strategy”
BILLA also began offering products made by Spanish alt meat brand Heura and Slovenian plant-based whole-cut producer Jussi Marble. In addition, Billy Green products – manufactured by The Plantly Butcher in Germany – have been introduced This is the first time Billy Green is available in Austria with products such as plant-based ham cubes, bacon and salami.
Plant based shop
Last September, BILLA opened its first completely plant-based store, BILLA PFLANZILLA, in Vienna. Claimed to be the first store of its kind opened by a major European retailer, the 200-square-metre space offers more than 2,500 plant-based products and services, 800 of which are exclusive to the store. At the end of September, it was announced that Wondercorn’s Alt Milk, made with upcycled apricot kernels, was its best-selling product to date.
By opening stores, BILLA is tapping into a fast-growing market; Recent figures from GFI indicate that sales of plant-based foods in Europe are skyrocketing, growing by 6% last year and 22% from 2020. The market is now believed to be worth €5.8 billion
“As Austria’s largest food retailer and a plant-based pioneer in the industry, we naturally realize the growing demand,” said Verena Wiederkehr, Billa’s head of plant-based business development. “For some time, we have been pursuing a comprehensive plant-based strategy to respond to the needs of our customers. They want versatile products and ingredients with which they can create enjoyable plant-based meals. At BILLA we are happy to support this climate-friendly and diverse diet that now has more than 4,000 completely plant-based products. This is the largest plant-based range in Austria!”