Close this search box.

Albert Heijn acquires start-up to expand online lifestyle offering

This is an archived article - we have removed images and other assets but have left the text unchanged for your reference

Albert Heijn is looking to integrate lifestyle services into its website by acquiring a start-up.

The Dutch grocer has bought FoodFirst Network, an online subscription platform offering advice on nutrition, exercise, sleep and relaxation.

While FoodFirst Network will remain an independent organisation within Albert Heijn, the retailer hopes to use the platform to offer promotions to its customers.

The company has been undertaking other initiatives to integrate nutrition advice into its online offering, last year launching the My Nutritional Value tool, allowing customers to see the exact amounts of different nutrients in products they buy.

Marit van Egmond, CEO at Albert Heijn: “We want to be the supermarket that helps customers with a healthier lifestyle. For example, with the introduction of many healthy products such as recently pureed soups, with transparent information about ingredients such as sugar and fat, the introduction of a nutritional value dashboard and of course also with recipes on our various platforms. 

“So all the ingredients for a better life give, for everyone. FoodFirst Network fits in perfectly with our ambition. Together we can further fulfil our role in the Netherlands with regard to health. The platform and the knowledge that we acquire with FoodFirst Network is relevant for our customers and for us as a company.”

Albert Heijn has taken part in other cross-selling initiatives. In October, parent Ahold Delhaize agreed to create new cross-selling opportunities by allowing customers to use the same digital profile across two of its major outlets. The initiative brings together the online channels of Albert Heijn with those of, which sells a range of general goods such as books, toys and electronics.

Read More

Register for Newsletter

Group 4 Copy 3Created with Sketch.

Receive 3 newsletters per week

Group 3Created with Sketch.

Gain access to all Top500 research

Group 4Created with Sketch.

Personalise your experience on