Volkswagen Launches Microwave-Ready Currywurst in Supermarkets

Volkswagen is set to expand its iconic Currywurst product by introducing a ready-to-eat version intended for microwave preparation. This initiative aims to enhance the distribution of the beloved sausage, which is already a popular item at the brand's facilities.

Starting mid-June, consumers in Northern and Eastern Germany will find the VW Currywurst available in supermarkets, specifically at Edeka and Netto. The company hopes this move will significantly boost sales of the pre-packaged meat product. According to the head of Volkswagen's in-house butcher shop, the goal is to increase market presence beyond the current regional offerings.

The concept of offering a microwaveable curry sausage is not entirely new. Competitors have introduced similar products over the years. However, Volkswagen's Currywurst has been on supermarket shelves in Northern Germany since 2007, previously requiring consumers to prepare it themselves.

Volkswagen plans to roll out the new microwaveable version initially in select regions, with aspirations for a nationwide launch. The product will set itself apart from competitors by omitting additional curry powder, as the spice is already infused within the sausage and accompanying ketchup. This decision is based on the belief that the existing flavor profile is sufficient for consumers.

Remarkably, the VW Currywurst, which was originally created for the company's employee canteens, has become a best-selling item, surpassing vehicle sales in terms of units sold. In 2024, approximately 8.5 million sausages were sold, compared to about 5.2 million vehicles bearing the Volkswagen logo. The overall vehicle sales, including all subsidiaries, totaled around 9 million, but the sausage has seen a steady increase in popularity even as automotive sales have faced challenges.

The VW Currywurst has a history that dates back to 1973 and is produced at the Volkswagen Service Factory's butcher shop. Interestingly, the product even has its own unique part number, reflecting its significance within the brand. The previous decision to remove the Currywurst from the company canteen in Wolfsburg in 2021 sparked considerable public discussion, especially following comments from former Chancellor Gerhard Schröder, who referred to it as a vital sustenance for the company's workforce. In 2023, Volkswagen reversed this ban, allowing the product to return to the menu in the canteen while maintaining availability in various other locations on-site.