Billa Pioneers Vegan Innovation in Austria
The supermarket chain Billa is massively expanding its vegan product range in Austria. Plant-based products are becoming increasingly popular.
Our diet affects not only our bodies, but also the planet.
What we buy is not only a personal decision, but also a political one. Those who eat consciously are not only doing themselves a favour, but also making a significant contribution to environmental protection.
In recent years, regionality, animal welfare, organic farming and sustainability have grown increasingly important. That is why BILLA has made it its mission to actively bring these topics into focus — on the one hand through a wide range of own-brand products, and on the other through awareness-raising campaigns.
Conscious eating is booming
The new summer campaign »Good Food« revolves entirely around sustainable enjoyment. This is also the focus of the newly established »BILLA Good Food Board« — an advisory board of restaurateurs, nutritionists, professional athletes and foodies, all committed to mindful, healthy, plant-based and sustainable eating.
The mission of the »BILLA Good Food Board« is to dispel myths and dangerous half-truths, raise awareness of the climate impact of food choices, highlight alternatives, and share tips, tricks and easy-to-recreate recipes . BILLA aims to show how easily healthy eating can be integrated into everyday life — without having to sacrifice enjoyment.
More and more people are open to alternative ways of eating or are looking for greater variety in their daily lives. Many are also asking themselves what impact their purchasing decisions have on the climate, animal welfare and ultimately their own health. We want to support all of them with the “BILLA Good Food Board”, which was created as a platform for exchange and inspiration.
BILLA Board Member Elke Wilgmann
Focus: “plant based”
As part of the BILLA Austria Report — the largest representative study on well-being in Austria — BILLA surveyed the preferences, wishes, and ambitions of Austrians regarding their diet. The results show that one in six people (17%) in Austria would like to reduce their meat consumption in the future. A quarter of respondents (25%) already consider themselves flexitarians. The reasons for reducing meat consumption are varied: animal welfare and animal protection rank first at 84%, followed by climate protection (76%) and health considerations (68%). 62% cite fitness and well-being as their motivation.
