REWE rebrands private-label vegan ranges as 'Pflanzlich' and expands plant-based offering with new oat drink

REWE has restructured its plant-based private-label portfolio under a new unified 'Pflanzlich' branding, bringing together its existing vegan ranges as it continues to expand its offering in a category that has seen sustained growth in Germany.

• REWE rebrands its private-label vegan ranges REWE Bio + vegan and REWE Beste Wahl under the new 'Pflanzlich' naming to improve clarity and visibility for consumers.
• The retailer has launched a new Barista Hafer Zero oat drink made from German oats, with no added sugar and designed for foaming in coffee applications.
• The move supports REWE’s broader protein strategy, with plant-based products contributing to lower CO₂ emissions and alignment with the company’s climate targets.

The transition saw the retailer rename its existing product lines as REWE Bio Pflanzlich and REWE Beste Wahl Pflanzlich, creating a clearer structure across its plant-based assortment. The change aimed to simplify navigation in-store and strengthen recognition at a time when plant-based products were becoming more mainstream.

REWE indicated that the choice of the term 'Pflanzlich' was deliberate, reflecting a shift in how plant-based products were being marketed. Rather than focusing solely on vegan consumers, the updated branding targeted a broader audience, particularly flexitarians who were reducing meat and animal product consumption without fully eliminating them.

The retailer noted that for many consumers, the appeal of plant-based products lay less in restriction and more in taste and quality. Both private-label ranges were designed to address those expectations while maintaining distinct positioning within the portfolio.

REWE Bio Pflanzlich continued to emphasize natural and minimally processed ingredients, excluding genetic modification, additives and artificial flavors. In contrast, REWE Beste Wahl Pflanzlich focused on more contemporary product formats and taste-driven innovation, offering a wider variety of options intended to deliver on convenience and enjoyment.

Alongside the rebranding, REWE introduced a new product to the range: the REWE Beste Wahl Pflanzlich Barista Hafer Zero oat drink. The product was made using oats sourced from Germany and contained no added sugar, with a formulation designed to support foaming performance in coffee applications such as cappuccino and other hot beverages.

The launch reflected ongoing demand for plant-based dairy alternatives that could match the functionality of traditional milk, particularly in coffee preparation. Barista-style oat drinks have become a key segment within the category, driven by both at-home consumption and the influence of coffee culture.

REWE also supported the rollout with promotional activity, including a 10% coupon on REWE Beste Wahl products through its REWE Bonus program. In-store communication highlighted the new “Pflanzlich” branding to reinforce visibility and guide consumers toward the updated ranges.

The retailer has established itself as one of the leading providers of plant-based products in Germany. In 2026, it received recognition from PETA with a Vegan Food Award for its vegan assortment, reflecting the scale and diversity of its offering. According to NielsenIQ Homescan data, REWE also led the German market in both sales volume and revenue for vegan food products across grocery and drugstore channels.

The restructuring of the private-label portfolio formed part of a broader strategy within the REWE Group to increase the share of plant-based products in its assortment. The company indicated that expanding plant-based options contributed to reducing the carbon footprint of its product range and supported its wider climate targets.

By consolidating its branding and introducing new products, REWE has sought to make plant-based options more accessible within everyday shopping, aligning its private-label strategy with shifting consumer preferences in protein consumption.