European food giant commits to sell more plants

This week Rewe Group, Europe’s second largest retail group by revenue, committed to increasing the share of plants in its entire food sales by six percentage points in the next 10 years - from 54% in 2024 to 60% in 2035.

The commitment applies across the 13 countries the Group operates in and is one element of a more holistic protein strategy slated for publication in its entirety later this year.

With this commitment, Rewe joins the other two biggest food retailers in Europe, Lidl and Aldi, in sending a clear signal to the market - "we want to sell more plants for the sake of people, planet, animals and profit."

This is a first step in the right direction for the Group. Unlike Lidl, Rewe (like Aldi) has yet to focus its energy and money on the most crucial part of its food offerings for achieving human and planetary health goals: proteins.

Our Senior Associate in Germany, Florian Wall, said: "We applaud Rewe for this first, essential step on the journey of healthy and sustainable diets, but it now needs to up the pace and ensure its protein strategy, due later this year, sets an ambitious 'protein split' target for more plants and alternative proteins in its stores.

"Committing to rebalance its protein offerings in line with the boundaries of human and planetary health - 60% whole plant and alternative proteins and 40% animal proteins by 2050 at the latest - would position the Group as a genuine frontrunner.

"Otherwise, with the discounters setting the pace, it risks falling behind in the race to deliver healthy, sustainable, affordable protein foods to its customers."