What happens when industry leaders blend market influence, sustainable vision, and bold innovation? A nutritious and transformative food future takes shape.

REWE Group is stepping into new territory by launching a comprehensive protein strategy, reshaping product offerings across REWE, Penny, and Billa. It’s not just about diversifying products; it’s a call for policy changes to accelerate a shift toward sustainable, climate-conscious food systems.

Tackling Scope-3 emissions requires significant shifts – especially in the protein landscape, traditionally dominated by meat and dairy. REWE’s proactive strategy follows Lidl’s earlier commitments, indicating that Germany’s retail sector is seriously embracing plant-based and alternative proteins.

Infinite Roots supports this pivotal strategy from our investor, REWE. Emilie Bourgoin, Group Director Public Affairs at REWE Group, underscores this ambition clearly: “Our diet will be shaped by a mix of traditional and innovative systems. Plant-based and alternative proteins could significantly drive this transformation.”

Now, it’s time for regulation to match innovation. Policymakers need to lay down frameworks supporting and scaling sustainable protein solutions, paving the way for transformative changes across the food industry.