Germany's first vegan supermarket turned CO2-labelled plant-based FMCG brand at Rewe, Edeka, and across European retail.
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See all ads on AdLibrary →Veganz is a Berlin-founded company established in 2011 by Jan Bredack as Germany's first vegan supermarket chain. After pivoting to a branded food product model in 2018, Veganz now produces CO2-labelled plant-based snacks, chocolates, and protein products distributed through Rewe, Edeka, Amazon, and DTC across Europe.
Veganz leads with CO2 labeling as a creative differentiator—their packaging displays exact carbon footprint figures per product, and advertising amplifies this transparency as a purchase reason. This quantified sustainability claim is more specific and credible than generic 'eco-friendly' messaging. Their Meta campaigns target European vegan and plant-based audiences with bright, food-forward creative. Browse their campaigns at Veganz on adlibrary.com.
Veganz's social content balances product taste appeal with sustainability education—the CO2 label content is framed as empowering consumer choice rather than lecturing. Recipe content and vegan lifestyle imagery drives engagement, while sustainability-focused posts anchor brand values.
Core themes: CO2 transparency ('you know exactly your impact'), plant-based taste quality, vegan credentials, European sourcing where possible, and 'vegan made easy' accessibility messaging. Product-specific ads for chocolates and protein snacks feature strongly.
Veganz demonstrates that quantifying sustainability claims—attaching specific numbers to abstract values—dramatically increases credibility and consumer action. A CO2 figure on packaging is infinitely more persuasive than a leaf icon because it is falsifiable, and falsifiability implies genuine accountability.
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