5
June
2025
We projected a cheeky message to Rewe executives by the food giant’s HQ this week, linking Köln FC’s recent triumphant return to the Bundesliga to the company’s performance on its ‘protein strategy’.
The video projection acknowledged the team's success and asked Rewe executives, including CEO Lionel Souque, who is known to be a big fan of the club, when the company would make it to the top itself.
Rewe, which recently came third in the Superlist Germany, a sustainability ranking of the country’s supermarkets, lagged behind front-runner Lidl partially because of its failure to set a protein split target - a public commitment to rebalance protein sales in line with the boundaries of human and planetary health.
This rebalancing means selling more whole-food plant-based proteins, like legumes and nuts, and alternative protein products from fungi, fermentation and other sources, while reducing the over-reliance on animal proteins.
Based on the most recent Superlist Environment report, Lidl is currently the only supermarket with such a target in place, aiming to achieve 60% of plant-based and alternative proteins by 2050, with an interim target for 2030.
Research from Madre Brava shows rebalancing protein sales is the most cost effective way for German supermarkets to meet their climate goals.
Madre Brava’s Senior Associate for Germany, Florian Wall, said: “Rewe, notably, was the first to commit to a reduction of its supply chain emissions, and is currently the only German retailer to shed light on the share of sustainably certified products sold.
“But, if it publishes its promised protein strategy and a concrete protein split target alongside key supporting measures to help consumers make the healthy and sustainable choices, Rewe will join the big leagues like Mr Souque’s beloved Köln FC.
“We see this move as an open goal for Rewe and are ready to celebrate when they score.”
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