Supporting customers in making healthier choices across Ahold Delhaize’s local brands
October 1, 2025 – Did you know Ahold Delhaize’s local brands serve a whopping 72 million customers every week both in store and online? This means that we have a great opportunity to drive meaningful change in the communities we serve. By integrating health and sustainability into our daily operations, every local initiative can become a meaningful contributor to our group-wide ambitions and targets. One of the most powerful ways our collective scale can make a difference is by encouraging healthier food choices.
Across Ahold Delhaize and our local brands, we aim to inspire customers and communities to engage in positive habits, by offering the right assortment, nudging them toward healthier lifestyles, and supporting them through education, inspiration and the use of technology. We are committed to making healthier choices more accessible and affordable, so they can become more easily attainable for all customers.
Reformulating products and expanding healthier options
Our brands are continuously improving own-brand products by reformulating recipes and expanding healthier assortments. Because we manage these products within our value chain, we can directly make changes that support healthier choices. Our brands follow scientific nutrition guidance systems like Nutri-Score in Europe and Guiding Stars in the U.S., helping customers make informed decisions more easily.
For example, in 2024 Albert Heijn in the Netherlands, improved their own-brand products by reducing the equivalent of 72 million sugar cubes, 70,000 kilograms of salt and 240,000 kilograms of saturated fat compared to 2023. Additionally, Albert Heijn recently introduced 15 new products that combine animal- and plant-based ingredients. This mix provides a familiar taste and texture, with improved nutritional values (such as lower in saturated fat) and lower CO₂e emissions. In addition, they are priced the same or cheaper compared to their fully animal-based equivalents, making it easier for customers to choose more sustainably and healthier.
Secondly, Delhaize in Belgium recently announced that most of its own-brand range of canned vegetables (87%) will be free of added salt by 2026. While some products still require salt for preservation or taste, this significant shift is expected to reduce salt consumption in Belgian households by 7.71 tonnes.
Making healthier food more accessible
Affordability is key to enabling healthier choices. Among the 7,700 own-brand products our European brands offer at entry-level prices1, many of them are healthier options. This helps make healthier food more accessible to a wider range of customers.
Earlier this year, Ahold Delhaize introduced 500 new own-brand products across Albert in the Czech Republic, Mega Image in Romania, Alfa Beta in Greece, and Maxi in Serbia. These additions allow our brands to offer high-quality, nutritious, and affordable options that meet local needs. At the same time, they help streamline production and distribution, supporting both efficiency and sustainability.
Encouraging healthier habits through loyalty and personalization
Helping customers build long-term healthier habits is a key focus. In Belgium, Delhaize’s SuperPlus loyalty program rewards customers with discounts on products that score A or B on the Nutri-Score scale. This encourages healthier shopping choices in a simple and direct way.
In Greece, Alfa Beta launched “Your personal dietician is here for you,” a personalized online platform that offers Mediterranean diet-based meal plans tailored to individual needs. Customers can order ingredients through the AB Eshop and earn AB Plus coupons for healthier purchases, making nutritious eating more convenient and rewarding.
In the U.S., Giant Food’s Giant Flexible Rewards loyalty program encourages more nutritious choices by offering double points on products rated by the Guiding Stars nutrition program. Customers can redeem points for everyday essentials, making better shopping more accessible and rewarding.
Making healthier living part of everyday life
Our brands also provide practical tools, education, and community support to help customers live healthier lives every day.
Our local brands in the U.S. offer free access to registered dietitians and online nutrition education. For example Hannaford’s Healthy Living video series can also help customers make informed choices in an engaging and accessible way.
In Serbia, Maxi is promoting healthy habits among children through its Healthy Food Every Day school program, developed in partnership with the Ministry of Education. Since 2023, the program has reached over 23,000 fourth-grade students across 235 schools, teaching them about nutrition, hydration, and physical activity through interactive lessons.
While in the U.S., Food Lion is also encouraging children to learn all about nutrition with Guiding Stars Nights. On select nights throughout the school year, local Food Lion stores transform into a real-life classroom where students and their families learn about the Guiding Stars nutrition program and how easy it is to locate wholesome and nutritious options rated ‘good, better and best’ in the store.
At Group level, Ahold Delhaize aims to amplify the work of our local brands and their local foodbank partners, by engaging in a partnership with the Global FoodBanking Network (GFN) – an international non-profit organization dedicated to alleviating food insecurity while reducing food loss and waste.
1 This figure is according to Ahold Delhaize's 2024 Annual Report (page 9).