Under the brand name ‘Better Half’, German retailer REWE has launched a range of products aimed at consumers who wish to reduce their meat consumption. The line includes classic meat items made of 50% vegetables. Better Half was developed at the REWE Group’s production facility in Wilhelm Brandenburg.
Initially, the retailer is offering two products – minced beef and sausages – on the self-service shelves of around 1,800 REWE stores in North Rhine-Westphalia, Hesse, Rhineland-Palatinate, Baden-Württemberg, and Saarland. These products are seasoned with a vegetable preparation and are ready to cook, allowing meals to be prepared quickly.
REWE plans to add more products to the Better Half range within the sausage products category.