Ahold Delhaize's Albert Heijn banner has announced the acquisition of FoodFirst Network (FFN), an online startup that provides expert tips on nutrition, exercise, health and wellness.
The retailer said that it made the acquisition in line with its strategy to 'inspire everyone in the Netherlands to live a healthy lifestyle'. The financial terms of the deal were not disclosed.
“We want to be the supermarket that helps customers with a healthier lifestyle,” said CEO Albert Heijn, Marit van Egmond.
“All the ingredients for a better life for everyone – FFN fits perfectly with this ambition. Together we can further fulfill our role in the Netherlands with regard to health. The platform and the knowledge that we acquire is relevant for our customers and for us as a company."
Health Focus
The purchase of FFN is one of several steps that the retailer has made in recent years to improve the health quotient of its products, including its pledge to use one billion fewer sugar cubes in its products by the end of 2020. In addition, last year, it introduced My Nutritional Value, an online tool that enables shoppers to see the amount of calories, sugar and salt in the products they purchase.
“With this step we get a huge reach in one fell swoop and that fits exactly with our mission: helping as many people as possible live healthier lives," commented the managing director of FoodFirst Network, Jan Dekker.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.
