Nutella, Milka, Obi and Co.: What the abbreviations of the popular brand names stand for. Edeka is an abbreviation and stands for “Purchasing Cooperative of Colonial Goods Dealers in the Halleschen Gate District in Berlin” Rewe is “Revisionsverband der West-Genossenschafts der Westfossen’’ (“Revisionists of the West’s Generation”) Kik is the abbreviation of “Customer is King’.