Albert Heijn—an Ahold Delhaize banner—announced its acquisition of start-up FoodFirst Network (FFN), an online nutrition start-up. As consumers continue to drive growth in the healthy-eating sector, the retailer strives to provide healthy eating tips and tricks to both its customers and its 100,000 associates.
According to a press release, FFN offers paid subscribers tips and advice from experts regarding nutrition, health, exercise, and relaxation through newsletters, a digital magazine, and videos. The organization will remain independent within Albert Heijn. No financial details were disclosed.
“We want to be the supermarket that helps customers with a healthier lifestyle,” stated CEO Marit van Egmond.
The retailer has been increasing its efforts to encourage everyone in the Netherlands to live a healthy lifestyle, which includes providing healthier foods to its customers. It has removed hundreds of thousands of sugar cubes from products and plans to use one billion fewer sugar cubes by the end of 2020. In addition, Albery Heijn debuted an online tool, My Nutritional Value, which allows consumers the chance to view the amount of calories, salt, sugar, fiber, and protein present in the products they buy. The tool also suggests healthier alternatives.
“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. I am looking 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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