Ahold Delhaize’s local brands source products from more than 180 countries and work with over 15,000 direct suppliers. Together, they serve 77 million customers every week. For us, sourcing food responsibly is about more than where products come from. It is about working together across brands to make everyday food, safe, affordable and healthier – for as many people as possible – and to support the transition to a more sustainable food system. 

Ahold Delhaize’s European brands continue to raise the bar and expand their shared sourcing efforts, with the aim to support affordability, increase access to healthier food and build more resilient supply chains. 

Harmonizing across own-brand product ranges 
One of the most important ways our European brands are working together is by harmonizing products across their own-brand product ranges. For example, they might agree to harmonize their recipes, ingredients, and packaging for an own-brand pasta sauce product. This enables them to reduce complexity in packaging and logistics, consolidate volumes and pass savings on to customers. 

So far this year, the brands have identified hundreds of key value items across our six European markets – the Netherlands, Belgium, Czech Republic, Romania, Serbia and Greece – where we see further opportunities to harmonize products and take better advantage of our scale. These products – from bananas to yogurt to toilet paper – play a critical role in our value proposition: they are purchased frequently, strongly influence price perception, and show limited need for local differentiation. 

These efforts build on the work our European brands did in 2025 to ramp up their shared approach to sourcing in order to keep everyday essentials affordable for customers. Sourcing together and combining volumes enables the brands to buy ingredients and products more efficiently, plan further ahead, build stronger long-term relationships with suppliers, reduce unnecessary complexity in the supply chain, and lower costs. And the money they save can be invested back into affordable prices for customers.  

In 2025, our European brands expanded their joint sourcing portfolio with 167 new products, including 100 items in their Price Favorite range. By the end of the year each of the European brands offered over 900 Price Favorite products, providing customers with greater choice and value across their assortments. Overall, the brands added 1,450 new own-brand products in Europe last year. 

Innovating through own brands 
For our European brands, own brands are also a way to play a leading role in innovation by leveraging their deep local insights and strong development capabilities. Own brands enable them to launch differentiated products that help customers make better choices without compromising on quality or taste.  

Some recent successes are Albert Heijn’s renewed own-brand BBQ assortment with over 80 new products – launched right in time for the sunny weather. Alfa Beta’s award-winning own-brand range “AB close to the Greek land” highlights their commitment to high-quality products inspired by the richness of Greek gastronomy and local production. And Maxi Serbia has significantly stepped up their own-brand offering to support customers who have faced ongoing pressure on their household budget in the country. Innovations like these in Europe continue to inspire product development across Ahold Delhaize as we pursue our ambition of 45% own-brand sales. 

Making healthy and sustainable choices easier and more accessible 
Joint sourcing also plays a key role in helping customers eat healthier and more sustainably. In 2025, more than half (52.1%) of Ahold Delhaize’s own‑brand food sales came from products classified as healthy. This reflects years of work across brands to improve everyday products – reducing salt, sugar and saturated fat, and increasing healthier options – while keeping prices accessible. Because many of our brands work with the same suppliers, cooperating means improvements can be made at scale. When a supplier reformulates an ingredient or improves a recipe, that change can benefit multiple brands and millions of customers. You can see this approach in action at the local brands. 

At Albert Heijn in the Netherlands, working together with shared suppliers has helped improve the recipes of everyday own‑brand products – cutting back on sugar, salt and saturated fat while keeping prices affordable for customers.  For example, Albert Heijn reduced the sugar in all its own-brand products by the equivalent of 134 million sugar cubes in 2025. You can read more about Albert Heijn’s progress in making its own-brand products healthier in its 2025 Impact Report.  

At Delhaize in Belgium, the same joint sourcing approach supports a wide range of healthier own‑brand products, including reduced‑salt and reduced‑sugar options that are part of many families’ regular weekly shopping basket – not premium products, but everyday choices. In 2025, Delhaize also launched a selection of hybrid protein products that blend traditional meat flavors with the advantages of plant-based ingredients – based on inspiration from Albert Heijn. 

Working with suppliers at scale also helps our brands source more responsibly and reduce waste. For example, as they harmonize own-brand products, our European brands are also working to reduce packaging materials – particularly the use of virgin plastic – for these ranges. In 2025, we surpassed our target to reduce the use of virgin plastic packaging as a result of several brand initiatives to improve plastic own-brand packaging. 

Building for the long term 
Joint sourcing is not about quick wins. It is a continuous effort to build a food system that works for customers, suppliers, and communities. By working together to create more affordable, healthy and responsible product ranges, our European brands continue to unlock meaningful benefits for both customers and the planet. Because what happens at the source ultimately shapes what ends up on the shelf. 

To learn more about joint sourcing at Ahold Delhaize, watch Robert’s story below.   

What inspired you to go into technology and what key moments led you to your current role?

I’ve always been drawn to problem-solving and building things that make a difference in people’s lives. Early in my career, technology felt like the perfect intersection of logic, creativity and impact. Over time, key experiences like leading teams through large-scale change, learning from failure in addition to success and seeing the impact of technology on the overall business shaped my path. Each of my roles reinforced for me that technology isn’t just about data and systems; it’s about people and outcomes.

Did mentors or role models influence your career and did that influence your leadership style?

I’ve been fortunate to learn from leaders who challenged me, trusted me with meaningful responsibility and led with empathy alongside high expectations. Those experiences shaped how I lead today. I strive to create an environment where people feel supported and empowered to grow, while staying focused on delivering results.

From your perspective, what defines the culture of technology at Ahold Delhaize USA and what makes it a great place to build a career?

Our culture is grounded in purpose and partnership. Guided by our #OneTech mission, we focus on enabling the business to run every day, while creating differentiated value and paving the way for the future. Our team is encouraged to think boldly, but always with a clear tie to how our work supports customers, associates and our brands. Collaboration is core to how we work, across functions and with each of our brands, and there’s a strong sense of shared ownership. Equally important, we invest in our people by valuing diverse perspectives, supporting development and creating space for continuous learning and growth.

How do you approach decision-making when speed, innovation, and security all compete—and technology decisions affect millions of customers?

It starts with trust. Speed and innovation are essential, but they can never come at the expense of security or reliability. We rely on strong principles, deep expertise and clear priorities to guide decisions. Sometimes that means moving quickly; other times it means slowing down to make sure we get it right. It’s about balance and staying grounded in what’s best for our stakeholders, whether that’s our brands, associates or customers.

Can you share a recent example where technology from your team quietly improved life for customers or colleagues?

Many of the best examples are the ones no one notices because everything works seamlessly. Whether it’s improving system reliability during peak times, simplifying workflows for associates or enhancing how data flows behind the scenes, those behind-the-scenes improvements make a real difference. When technology works as it should and enables people to do their best work, that’s success.

With AI changing so many jobs, how do you think tech careers will look different in the future? How might AI help or challenge young engineers?

AI will continue to transform how work gets done, especially by automating routine tasks and accelerating learning and development. For young engineers, AI can be a powerful tool, helping you experiment, build faster and focus on higher-impact challenges. At the same time, it makes human skills like critical thinking, creativity and ethical judgment even more important.

How does your team create a place where diverse talent can grow and help drive our digital goals?

We are intentional about building teams where people are included and valued. That includes mentorship, development opportunities and leaders who actively listen and invest in their teams. When people feel they belong, they contribute more fully, and that in turn helps fuel innovation and progress.

What would you say to a girl who’s interested in tech, but isn’t sure if she belongs?

You belong. Technology needs many different perspectives, experiences and ways of thinking. Don’t wait to feel perfectly ready; no one ever does. Stay curious, ask questions and seek out people who support and encourage you. Your voice and ideas matter more than you may realize.

Building on years of experience in supporting healthier dietary choices and working with healthy sales targets, Ahold Delhaize is increasingly helping customers to make more sustainable choices. The brands’ strategies are tailored to their local markets and customer preferences. These include:

• Actively promoting plant-based product ranges and offering lower-carbon animal protein assortments.
• Working together with farmers and partners to reduce emissions of animal protein products.
• Leveraging loyalty programs and incentives to encourage customers to choose plant-based alternatives.
• Investing in inspiration and education, helping customers discover the benefits of healthier and more sustainable choices.

For more information and examples of our local brands’ approaches to healthier and more sustainable choices, please visit this webpage.
 

In 2022, Dutch brand Albert Heijn set its current protein split target of 60% plant-based sales by 2030.
 

-Ends-

Notes

• *Romanian food retailer Profi became part of the Ahold Delhaize family of brands in January 2025 and is not yet part of this target.
• The EAT Lancet Commission concluded in its report that a diet rich in plant-based foods and with fewer animal-derived foods confers both improved health and environmental benefits.
• Link to European Commission Farm to Fork strategy, including a section on protein transition.

Ahold Delhaize’s digital convergence journey 
This launch marks the final milestone in a six-country implementation. The first market to go live was Albert in the Czech Republic in February 2024. It was followed by Maxi in Serbia and Delhaize in Belgium in July, Delhaize Luxembourg in September, Mega Image in Romania in November and Alfa Beta in Greece completing the rollout. 

Gerhard van der Bijl, CTO Ahold Delhaize Europe & Indonesia: “Our new app showcases the value of engineering, of implementing technology at scale for our brands across Europe. We take pride not only in the product delivery, but also in the collaborative journey that made it possible. Successfully delivering all releases in a complex, multi-brand environment underscores our commitment to agility and innovation. This initiative not only enhances our customer experience but also drives substantial business value and positions us for sustained growth in the future. With this newly developed customer platform we have a strong foundation for customer innovation in the future.”  

Key features for customers of Ahold Delhaize’s European brands 

• Intuitive interface: Enhanced communication and improved accessibility for a seamless user experience.  
• Web-based login and registration: improved security measures to keep our customer data safe. 
• Retail media integration: Special offers and products recommended to customers based on their shopping history. 
• Cookie consent management: Ensuring transparency and giving customers control over how their data is used.  
• Larger product images and improved customer navigation: Making online shopping easier while offering a more visually appealing experience.  
• Multiple quantities of free products in exchange for points: Enabling customers to redeem more rewards. 

The journey ahead 
This series of launches is a strong example of strategic collaboration among Ahold Delhaize brands, as well as a foundation for delivering a vibrant customer experience that leverages scale and operational excellence​. Ahold Delhaize and its brands remain committed to continuously strengthening their shared technology foundation to drive cost efficiencies, accelerate innovation and support the customers of tomorrow.  

January 20, 2025 – Ahold Delhaize is proud to announce that the Top Employer Institute (TEI) has recognized both the company and the majority of its great local brands as Top Employers in 2025. This certification recognizes organizations that are dedicated to cultivating great places to work through excellent Human Resources policies and people practices. 

The Top Employer certification highlights Ahold Delhaize’s progress in its Thriving People strategic priority, part of its broader Growing Together strategy, which drives the company’s aspiration to be the leading (#1 or #2) employer of choice in each market. TEI has assessed our brands’ policies and unique practices, which may differ from one another. The recognition celebrates efforts to foster a caring, purpose-driven environment where the brands’ employees are valued, inspired, and empowered to grow and collaborate.  

In 2025, Ahold Delhaize Group and all of its U.S. brands – including ADUSA – achieved the Top Employer certification, alongside several European brands such as Mega Image (Romania), Maxi (Serbia), Alfa Beta (Greece), and Albert (Czechia). The assessment, based on TEI’s HR Best Practices Survey, evaluates organizations based on several areas, including people strategy, work environment, talent acquisition, learning, diversity, equity & inclusion, and well-being. 

“We are a people business. Receiving this certification is positive confirmation that our HR strategy is driving meaningful progress across all these areas,” says Natalia Wallenberg, CHRO of Ahold Delhaize. “It's testament to the  efforts of teams in the local brands and Ahold Delhaize Group, recognizing initiatives that prioritize connection with our purpose, collaboration and well-being, while supporting our brands’ communities. “It also proves that Ahold Delhaize is staying true to its promise: to create a supportive workplace that encourages growth and teamwork, where everyone feels heard, valued, and finds purpose in serving our communities.”  

Thanks to an ongoing collaboration between our great local brands, customers will find a broader range of new products including more plant-based and organic choices, as well as redesigned packaging and innovations on existing food products. Our brands’ customers are now able to enjoy an even wider selection of own-brand staples, such as Nature’s Promise, Perla coffee and tea, Delicata chocolate and Gustona. This expansion is part of an extensive harmonization project that aims to offer an enriched, high-quality product range across the region. The CSE brands have introduced around 500 new items, bringing the total products introduced through the project to 800. 

Streamlining production and processes
By working together on their own-brand assortments over the past three years, the brands are able to differentiate their offering from competitors, providing high-quality, healthy and affordable options that customers greatly value. At the same time, they are streamlining the entire production and distribution process.

This CSE harmonization project marks a great step towards Ahold Delhaize’s ambitious group target of 45% of total food sales coming from own-brand products by 2028. Rembrandt Heerkens Thijssen, Director EU Sourcing CSE, comments: “This dynamic collaboration between our CSE brands allows us to make positive changes at scale, bringing innovations and the latest product improvements to customers across the region.”

Small packaging adjustments, big impact
The project team is also rebranding some existing products to unify them under new packaging and labeling. "As part of the harmonization, we’re developing packaging that will be consistent across all countries, with four-language labeling," explains Ivo Ředina, Own Brand Development Director.

The support and collaboration of local suppliers in the CSE markets are of great value, in providing high-quality ingredients, unique recipes and product innovations. Their partnership enables us to introduce new trends in health and convenience.

Rembrandt concludes: “While the harmonization process has its challenges, it’s well worth it. And customers seem to agree. The team has seen comparable sales growth of over 20% compared with the previous year. One great example is the plant-based milks which have shown a three-fold uplift since last year. This is a massive team effort that we can all be proud of.”

Standards of Engagement 

Our commitment to animal welfare is not limited to our own operations. Our Standards of Engagement are one of the ways in which we ensure that the products we sell reflect this commitment. The Standards of Engagement define our expectations and ensure that our suppliers maintain the same high level of business ethics, regard for animal welfare, human rights and the environment as Ahold Delhaize and its brands. Our Standards of Engagement are included in our agreements with suppliers. 

Questions about our local brand Albert 

Recently, at Ahold Delhaize we have received questions from the Czech Republic NGO Obraz about the welfare of chickens for products sold at Ahold Delhaize's local Czech Republic brand Albert and how it relates to the Dutch “Beter Leven” standard.

While the Czech Republic brand Albert actively promotes sustainability and animal welfare as core values, it became the focus of the Obraz movement’s campaign. On behalf of Albert, the below information offers more context on local decision making and innovation: 

“Albert adheres to EU and local legislation, which is - is proactively and regularly - enforced by the State Veterinary Inspection in the Czech Republic. The "Beter Leven" standard was developed specifically for the Dutch market. 

Albert embarked on a journey to progressively elevate animal welfare standards beyond legal requirements. It became the first retailer in the Czech market to introduce a comprehensive private label concept – “Royal Chicken” - focused on enriched chicken farming, providing improved living conditions. For defining the "Royal Chicken" standards, Albert adheres to current local and EU legislation and follows the established guidelines for enriched farming.

The Royal Chicken range represented—and continues to represent—a significant investment in evolving farming practices, beginning on a single farm and expanding to ten farms across the Czech Republic due to its growing success with customers.

Albert customers can always choose their “Royal Chicken” assortment or opt for poultry from alternative farming systems that meet local and EU legislation and follow established guidelines for enriched farming, such as the "Golden Chicken" or limited weekly offers of our Nature’s Promise organic chicken.

Albert is continuously working to expand their product range to offer customers a choice and communicates the benefits of enriched farming practices.” 

Outreach

Ahold Delhaize has also reached out to the NGO OBRAZ to initiate a dialogue. 

During this month, the garden will grow herbs and salads such as basil varieties, mint, dill and red leaf lettuce. Customers can also purchase these items and see how it’s grown within the supermarket. 

This innovation was introduced in cooperation with Czech start-up, GreeenTech and represents a unique solution. GreenTech is a technology company that specializes in indoor farming that is self-sufficient and produces its own fresh produce made specially for restaurants, offices or urban communities. About the collaboration with Albert, Dmitrij Lipovskij founder of GreeenTech, shares: “Albert is the first retailer who uses this technology directly on the sales floor [in the Czech Republic] and I am very glad, that Albert gave us opportunity to make this concept come alive.”