Opening of the first purely vegetable Rewe in Berlin: a new shopping experience

The food world is revolutionized in Berlin! The first "Rewe full of herbal" opened its doors in April and has been inspiring vegans and curious people alike since then. Operator Dennis Henkelmann and Rewe Group board member Peter Maly have fulfilled a dream with this unique concept: a supermarket only for vegetable products! Over 5,500 (!) Purchase per week show that the need is great here!

We speak of over 2,700 vegan products on generous 212 square meters! For comparison: In normal Rewe markets there are only about 1,400 vegan articles. "Here in the herbal market, the real vegans in particular who want to make conscious decisions come," explains Henkelmann. Customers can go into all the shelves without hesitation - no more difficult search for vegan products and no more complicated reading of the list of ingredients!

The favorites of the vegan fans

In the "Rewe full of herbal", convenience products are absolute hit! The crispy baked goods in particular cause enthusiasm: 6,000 pieces of the delicious chocolate croissants and the famous Franzbrötchen already went over the coffers! But the homemade snack rolls such as Schnitzel spelled and smoked fou are also very popular. And the homemade fresh creams? They are the absolute game changer! Freshly prepared every day and with delicious varieties such as raspberry and mango - customers are thrilled!

Of course, fruit and vegetables are also the hit in the market! The REWE BIO BIO Cucumber and bananas in particular can be found in many shopping carts. And the creamy "Sovteis" from oats for self-tap also made it into the top 10!

growth and innovation

But that's not all! The market offers exciting new products: from potato drink to vegan brewing to tofu finishers. Project manager Isabell Kroll emphasizes: "We want to quickly meet customer requests. At our entrance, customers can express their suggestions!" Many creative ideas that the team seriously examines are also available via Instagram.

Suitable for the entire excitement about herbal food, the coffers were also enlarged! Five cash registers are now available for the increasing number of customers, and the opening times have been extended to 11 p.m. - for all night owls!

Peter Maly, board member of REWE Group, is satisfied after the first few months: "It was a courageous step to open a purely vegetable shop. The positive feedback and sales figures confirm that we are on the right track!" The Warsaw bridge in front of the market attracts tens of thousands of pedestrians every day - an ideal location! It remains to be seen whether there will soon be other vegetable markets in Germany, but one thing is certain: the vegan revolution has started!

at a glance:

Address: Warschauer Straße 33, 10243 Berlin (S + U Warsaw Bridge)

Opening times: Monday to Saturday 7 a.m.-2 p.m.

Website: www.rewe-vflanzlich.de

About Rewe: With sales of 30.6 billion euros (2023) and over 3,800 markets, REWE Markt GmbH is one of the largest actors in the food retail in Germany.