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Bold new packaging highlights German animal welfare initiative

“Yes, it’s no to chick killing,” says REWE

For years, the rearing of laying hens for the egg industry has involved the sorting out of unwanted male chicks. But now, one of Germany’s biggest food retailers aims to be the first to end the practice in the production of all fresh eggs sold under its private labels.

Although every egg producer in Germany will be forced by law to end chick killing early as 2022, REWE aims to pioneer the welfare-friendly practice in all hen housing types much sooner. Notably, this will include its lowest-priced barn-egg private label "ja!" (which means “yes!” in German).

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The Unmissable Message on the Pack

Since “ja!” eggs are by far the bestselling eggs in REWE stores, it’s important that the change is made particularly clear to customers at point of sale.

So to ensure buyers don’t miss the animal welfare message, REWE has taken the unusual step of changing the logo on its packaging. The familiar "ja!" logo will be replaced with the message "nein! zum Kükentöten” (“no! to chick killing”).


To coincide with the move, REWE is switching to Hartmann’s new Plus Pack™ egg carton, giving them considerably more space for extra messaging, thanks to the larger printable area. The egg carton (E3210) is only available in the EMEA market.

Initially, the "nein! zum Kükentöten" eggs will be available from around 200 German REWE stores in the directly-printed 10-egg Plus Pack™, but will be rolled out nationwide by the end of 2021. 

It’s goodbye to the old egg box - changing "yes!" to "no!" ...

A new designed white egg carton from Hartmann for Rewe Bodenhaltung Eier. On the top and front side it says "nein zum Kükentöten" which means "no to chick killing" in English.

… and hello to the new Plus Pack™, E3210 - with 10% more advertising space to accommodate the new message.

Five Years of Welfare Action

One of the first organisations to address the issue of chick killing, REWE launched a pioneer animal welfare project in 2016 under the label "Spitz&Bube". The brand name is a clever wordplay in German: "Spitz" means "Pointed" (i.e. beaked) and "Bube" means "Boy" - while the whole word "Spitzbube" means "rascal". It gives egg-buying shoppers the reassurance that male chicks are not directly sorted out but are raised alongside their sisters until ready for slaughter, then their meat (together with that of egg-laying hens) is processed into chicken fricassee.

In 2018, REWE also introduced free-range eggs under the name "respeggt". Innovative technology enables the sex of the chicks to be determined in the egg, so that only female chicks are hatched. The male hatching eggs are then processed into high-quality feed.

The logo says "Without killing chicks".

For the "nein! zum Kükentöten" eggs suppliers will have the choice of which method they prefer, the gender identification in the hatching egg or the fattening of so-called male layer chicks.

But regardless of the method, their packaging will now carry the yellow heart seal "Ohne Kükentöten" to emphasise their welfare-friendly origin.

Would you like to know more about the product? Then simply follow the link below:

"nein! zum Kükentöten" (in German)

About REWE
The cooperative REWE Group is one of the leading retail and travel companies in Europe. Founded in 1927, REWE Group has more than 363,000 employees and a presence across 24 European countries. Its sales channels include supermarkets and hypermarkets such as REWE, BILLA, MERKUR and the discount store PENNY.

With over 3,600 stores in Germany alone, REWE is one of the leading companies in German food retailing. The REWE stores are operated as branches or by independent REWE merchants.

According to its own figures, the REWE Group sells over a billion private-labelled shell eggs each year. The goal is to end chick-killing. In 2021, REWE wants to convert all fresh eggs sold under its private labels to the animal welfare-friendly practice.

Housing types of German egg market 2019

Source: Marktinfo Eier & Geflügel, Germany

24 March 2021
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