Ahold Delhaize’s health focus in Europe

Date : 27 January 2021

Harriet Cohen

Senior Retail Analyst

As Ahold Delhaize looks to embed initiatives to help it become an industry-leading local omnichannel retailer, we round up news as it looks to drive sales from healthy products by 2022.

Delhaize launches ‘Nutri-Score cookbook’ with leading chef

Delhaize, in conjunction with chef Seppe Nobels, who runs restaurant Graanmarkt 13, has launched what the two parties describe as the first cookbook to contain Nutri-Score related recipes. The chef has recreated 450 of his recipes to include a specific Nutri-Score for each. The retailer said some of the recipes that carry a Nutri-Score A or B will be available digitally through its website. The cook book will be available exclusively at Delhaize stores, while those with a SuperPlus loyalty card will receive a 10% discount.

Source: Delhaize

Source: Delhaize

Delhaize encourages shoppers to sign up to new loyalty programme

Delhaize, in a separate announcement, has said that, after launching the scheme in October 2020, 1.4 million shoppers had signed up for its SuperPlus loyalty programme. The retailer said the figure exceeded its expectations of signing up one million people in that time. Cardholders enjoy savings of between 5% and 15% on 5,000 products that carry a Nutri-score rating of A or B.

Albert Heijn launches ‘Beter Eten’ campaign

In the Netherlands, Albert Heijn began 2021 with a new campaign that focuses on providing shoppers with healthy ingredients. The retailer has started the year by supplying shoppers with inspiration and information through its Better Food magazine, which provides healthy recipes for less than €5.

Source: Albert Heijn

Albert Heijn expands meal solutions range

Meanwhile, before Christmas, Albert Heijn launched a new private label meal solution range, under the Culii brand name. The range includes starters, side dishes, main courses, and desserts for two people.

Source: Albert Heijn

Want more insight on Ahold Delhaize and its global strategy?

Retail analysis subscribers can read our strategic outlook on the retailer’s medium term priorities following the evolution of its strategy to help it solidify its position as an industry-leading local omnichannel retailer in 2021 and beyond.