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“With PAYBACK, we reach our customers exactly where their decisions are made – and can thus specifically promote organic shopping. Every point redeemed for organic products is a small contribution to more organic farming and a more sustainable future,” says Petra Schäfer, Managing Director of Alnatura. Customers have been enjoying benefits at Alnatura for over ten years: collecting points for organic food, natural cosmetics, and organic textiles in over 150 Alnatura Super Natur markets. “Alnatura is an important partner for us in the area of sustainable and conscious lifestyles. Together, we want to offer our 35 million customers even more services and attractive benefits, thereby further expanding our partnership,” said Florian Wolfframm, member of the PAYBACK management board.
The PAYBACK app, currently used by over 17 million consumers, plays a central role in this. It enables users to collect and redeem points, activate coupons, make mobile payments, and much more.
About Alnatura:
Alnatura was founded in 1984 by Götz Rehn, who remains active in the company's management to this day. In 2021, Götz Rehn was awarded the German Founders Award for his life's work. According to Kundenmonitor 2025 by Servicebarometer AG, Alnatura has the most satisfied customers in Germany (highest score in the overall ranking).
In 2024, in its 40th year of existence, the company received two awards from the German Sustainability Award Foundation: Alnatura is both the most sustainable company in the food and beverage industry and the winner in the Nature Transformation Field category, recognizing Alnatura's special efforts and solutions for the preservation of biodiversity and the regeneration of ecosystems.
There are currently 154 Alnatura Super Natur markets in 73 cities in 14 federal states. Around 1,400 different organic foods are produced under the Alnatura brand. These are sold in Alnatura's own organic stores and in around 15,000 stores belonging to various retail partners in 18 countries across Europe.
Alnatura employs around 3,750 people, including 230 trainees. In the 2024/2025 financial year, Alnatura generated net sales of 1.274 billion euros.
You can find a press image here.