Monday April 1, 2019
Albert Heijn – a banner from Ahold Delhaize – announced the acquisition of the FoodFirst Network (FFN) start-up, an online nutrition start-up. As consumers continue to drive growth in healthy eating, so is the retailer tries to find tips and tricks for a healthy diet to both its customers and its 100,000 employees.
According to a press release, FFN paid subscriber tips and advice from experts in nutrition, health, exercise and relaxation through newsletters, a digital magazine and videos. The organization remains independent within Albert Heijn. No financial details were disclosed.
“We want to be the supermarket that helps customers lead a healthier lifestyle,” said CEO Marit van Egmond.
The retailer has stepped up its efforts to encourage everyone in the Netherlands to adopt a healthy lifestyle, including providing healthier food to its customers. It removed hundreds of thousands of sugar cubes from products as well plans to use a billion less sugar cubes by the end of 2020. In addition, Albery Heijn introduced My Nutritional Value, the online tool My Nutritional Value, which allows consumers to view the amount of calories, salt, sugar, fiber and protein in the products they buy. The tool also suggests healthier alternatives.
“All the ingredients for a better life for everyone – FFN fits this ambition perfectly. Together we can go on fulfill our role in the Netherlands in terms of health. The platform and the knowledge we acquire are relevant to our customers and to us as a company. I look forward to working with the FFN team, ”concluded van Egmond.
The acquisition is expected to be completed in the second quarter of 2019.
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