A study by the University of Augsburg reveals that the true costs of 16 own-brand products sold by the discounter Penny are on average 62% higher than the retail price, and 35% higher for organic alternatives, due to factors like nitrogen, greenhouse gases, energy use, and land use. The study suggests that surcharges of a few cents per kilogram could be needed to include the ecological impact, especially for fruits, vegetables, meat, and dairy products. Penny's parent company, Rewe Group, is considering the results and plans to pilot displaying the true costs in a Berlin Penny branch.