Convenience food is becoming increasingly popular. A recent survey by the statistic portal Statista concludes that more than 30 percent of Germans consume ready meals at least once a week. Every German literally eats almost 15 kilograms of convenience food per year. This puts Germany in the midfield across the globe. The United States (about 30 kg), Finland (about 27 kg) and England (about 25 kg) make up the top three. At PENNY, the demand for "convenient food" has grown rapidly since 2015, with around 20 percent. In the same period, the number of articles available increased significantly, and nowadays, PENNY has around 360 articles in its assortment.

Sales and image drivers
"Convenience and to-go products can not be left out of the assortment nowadays: they are sales and image drivers. The rhythm of life and work has changed, and digitization will accelerate this process." More than ever, PENNY recognized this trend at an early stage and now it offers its customers a wide range of fresh quality products.With PENNY READY this range has the elements of To Go and Heat & Eat, creating clarity," says Jochen Baab, Executive Trade Germany and Managing Director REWE Group Purchases.

A previous survey had shown that PENNY customers, among other things, want even more preparation tips. PENNY now comes along with a relaunch. "We expect that the demand for these products will continue to rise significantly in the years to come, with PENNY READY creating a brand with a high level of recognition for our customers, both in terms of taste and quality," says Baab.

Changes in food culture
The food culture is changing. The in-between snack is often preferred to home-cooked food. Convenience and chilled food are the trends that describe the demand for convenient food. With PENNY READY, you can make everyday life flexible and comfortable and provide yourself and your colleagues or your family with fresh and varied snacks, meals and drinks quickly and easily. Smoothies, sushi, sandwiches and lettuces to lasagna, chia bowls and pasta; customers will find a wide selection in their specially designed refrigerated cabinets. Depending on the season, the offers are continuously adapted and supplemented according to available product groups.

Just in 2017 , PENNY achieved sales of 7.4 billion euros in Germany alone with around 2,180 branches and 27,000 employees.

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