Strengthening product development with Keychain
One of the two announced investments is Keychain, an AI-powered manufacturing platform used by eight of the ten largest retailers in the U.S. – along with 7-Eleven and Whole Foods. Through Keychain’s proprietary platform, Keychain Search, the AI-based system helps manufacturers manage their production cycle with greater speed, visibility, and intelligence. It also gives retailers clear insight into how existing products are made, helping them reproduce or improve formulas with trusted manufacturers, as well as enabling them to create entirely new products from the ground up. The platform uses AI to recommend the best production options to meet retailers' goals for quality, cost and sustainability. 

Ingrid Maes, CEO and Chief Investment Officer of W23 Global noted, “Keychain’s AI-powered platform streamlines private label sourcing and enables retailers to bring quality private label products to customers faster and more efficiently.” With more than 30,000 manufacturers and 20,000 brands and retailers in its network, Keychain is helping modernize product development across the sector.
 

Expanding retail media capabilities with Topsort
W23 Global has also invested in Topsort, an AI and auction-based retail media infrastructure company that aims to democratize Silicon Valley’s monetization secrets to retailers and marketplaces by using innovative bidless auction technology. Topsort’s auction-based formats include sponsored listings, banners, off-site media without heavy engineering lift. By combining scalable infrastructure, AI automation, and omnichannel capabilities, Topsort is building a future where retail media is not just an add-on, but a core driver of retail growth while remaining cleaner, more connected, and global.

As Ingrid Maes highlighted, “Topsort’s innovative bidless auction technology empowers retailers to expand their media networks, while offering more sellers the chance to effectively reach relevant customers.” By simplifying the retail media ecosystem, Topsort makes it easier for retailers to connect advertisers with customers in more relevant, transparent and efficient ways.
 

A continued commitment to innovation
Together, these investments reflect W23 Global’s ongoing work to support start-ups delivering technology with real-world, cross-market impact. Through its investment in W23 Global, Ahold Delhaize is actively shaping the future of grocery retail, advancing practical innovations that address industry challenges and help retailers operate more efficiently, serve customers better, and respond to evolving market needs.


About W23 Global
W23 Global is a global grocery retail venture capital fund backed by five leading grocery retailers: Tesco (UK, ROI, Europe), Ahold Delhaize (US, Europe, Indonesia), Woolworths Group (Australia, New Zealand), Shoprite Group (Africa), and Empire Company Limited (Canada).

W23 Global invests in innovative start-ups and scale-ups developing technology to transform grocery retail. Its work focuses on supporting companies that build solutions with practical application across markets, helping advance the way retailers operate and serve customers while addressing sustainability challenges. As technology continues to shape the future of grocery retail, W23 Global remains focused on solutions that make a tangible difference for both customers and retailers.


For more information about W23 Global, visit www.w23.vc.

This update builds on last year’s establishment of W23 Global, a pioneering retail venture capital (VC) between five of the world’s leading grocery retailers: Ahold Delhaize, Tesco, Woolworths Group, Empire Company Limited/Sobeys Inc., and Shoprite Group. With a shared ambition to address several of the industry’s biggest challenges, from digital transformation to sustainability, W23 Global represents a unique collaborative innovation platform backed by US$125 million over five years. 

Transformative technologies for a smarter and safer retail future
Harmonya, based in New York, leverages AI to transform outdated and fragmented product data into rich, contextual, and actionable insights. By enriching product information, its platform allows retailers to offer more personalized and relevant shopping experiences, improving product discovery and enhance shopper satisfaction both in-store and online. 

Protex AI, based in Ireland, uses advanced computer vision to proactively identify and reduce safety risks across retail operations. Its privacy-conscious solution integrates with existing closed-circuit television (CCTV) infrastructure, helping retailers shift from reactive to preventive safety approaches. This creates safer, more efficient environments for employees and customers alike. 

Scaling innovation through collaboration 
“Innovation is no longer a nice-to-have; it’s essential to remain relevant in a fast-evolving sector,” said Ingrid Maes, CEO and Chief Investment Officer of W23 Global. “With W23 Global, we’ve created a global innovation platform that unlocks access to world-class start-ups, fosters shared learning between retailers, and delivers better and faster outcomes for all partners. Harmonya and Protex AI exemplify the kind of scalable solutions we want to champion. They provide solutions that solve real retail problems and contribute to more sustainable, customer-centric businesses. These investments are a testament to our commitment to driving meaningful change and shaping the future of retail through innovation.” 

Looking ahead, W23 Global will continue to explore emerging innovations in areas such as personalization, AI, computer vision, digital commerce, retail media, supply chain resilience, circular commerce, and emissions reduction. This collaborative platform allows Ahold Delhaize and its partners to build a collective vision, and help start-ups scale innovations that benefit customers, employees, and communities across the industry. 

For more information about W23 Global, visit www.w23.vc. 

Personalized value is a critical driver of loyalty. Each year, our brands provide billions of tailored offers to customers, enhancing their shopping journeys with hyper-personalized promotions and unique, shoppable content. By leveraging innovative technology, we’re evolving our loyalty programs to meet customers where they are – both in-store and online.

Taking a digital-first approach to loyalty
With a digital-first approach, we’re transforming how customers interact with our brands, aiming to increase omnichannel loyalty sales penetration to over 80% by 2028. We’re also transitioning loyalty members from physical cards to digital apps, targeting 30 million monthly active users by 2028. These efforts allow us to create seamless, data-driven experiences that bring even more convenience and savings to our customers.

Investing in a winning customer value proposition
Loyalty and membership programs allow us to provide meaningful savings for our customers and get relevant consumer insights that help us to personalize offerings and promotions. By working closely with our brand teams, we have developed a strong set of strategic levers to increase own-brand share towards 45% of total store sales, expanding healthy sales beyond own-brand products, and optimizing assortments and promotions. By continuously evolving our loyalty programs, we ensure that customers receive exceptional value, convenience and personalized experiences that keep them coming back.

Receiving industry recognition in the U.S.
Our brands’ loyalty and membership programs have already garnered industry recognition, winning various awards in recent years. In the U.S., our great local brands Food Lion, Giant Food, and Stop & Shop have all received the “2024 America’s Best Loyalty Program” award.

Meanwhile at Hannaford, the “My Hannaford Rewards” program has been named one of America’s Best Loyalty Programs for 2025 by Newsweek. Their list of 275 programs from various industries is based on the results of an independent survey of more than 4,000 U.S. customers.

Reaching milestones in Europe

In the Netherlands, Albert Heijn’s Premium program reached one million subscribers in 2024 – a significant milestone that demonstrates the strong demand for tailored, value-driven shopping experiences. Launched in 2021, premium membership offers customers benefits such as 10% discounts on all organic products, including it’s own-brand AH terra line,, personalized bonus offers, and accelerated savings in loyalty programs to encourage healthier and more sustainable shopping choices.

Delhaize’s SuperPlus loyalty program has become a true success story in Belgium. With over 3 million subscribers, it now reaches one in three people in the country — and the impact is clear. SuperPlus members account for an impressive 70% of Delhaize’s total sales.

But it’s not just about loyalty — it’s about healthier choices too. Through SuperPlus, customers benefit from 10% discounts on products with an A or B Nutri-Score, encouraging better eating habits. While the program used to include dry foods, the focus has now shifted to the core of a healthy diet: fresh fruits and vegetables, along with dairy, and bakery items.

In the Czech Republic, our local brand Albert recently enhanced its “My Albert” loyalty program to further strengthen customer engagement and support healthier shopping habits. New features include weekly personalized rewards, bonus incentives, a 15% discount on Nature’s Promise—one of Albert’s leading Own Brand lines—and the ability to earn credits by purchasing selected healthy products each week. The program also gives customers the option to donate their rewards to the Albert Foundation, with over CZK 1 million donated since October 2024.

Our loyalty programs – and the recognition our loyalty programs are receiving – are testament to our commitment to delivering personalized value and everyday low prices to our customers.

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.  

Unified app vision 

The unified app project is designed to harmonize the digital shopping experience across multiple brands and countries through a modular e-commerce and loyalty app. By leveraging our scale while preserving each brand's unique identity, we ensure a tailored experience that resonates locally. With the Mega Image app, Romanian customers can now enjoy a consistent and intuitive interface that aligns with other Ahold Delhaize brands, such as Albert in the Czech Republic, Maxi in Serbia, and Delhaize in Belgium and Luxembourg. This cohesive approach ensures that customers receive a familiar and user-friendly experience, regardless of their location. 

What’s unique about the Mega Image App? 

Mega Image customers in Romania have access to a fast two-hour delivery service in select cities, including Bucharest, Brașov, Ilfov, and Iași. Designed for those moments when you need groceries now—not later—the app offers a convenient option to shop on-demand, right from your phone. Whether it’s ingredients for dinner or last-minute essentials, our fast delivery service is here to make shopping fit your schedule, not the other way around. 

Additionally, the new Mega Image app comes with an eye-catching, refreshed visual identity. Moving from the classic design, the new Mega Image app comes with an eye-catching, refreshed visual identity. Moving from the classic green-red to a sleek blue-red palette, this change aligns Mega Image’s omnichannel experience, creating a unified look across web and app channels. This visual update not only enhances the aesthetics but also simplifies navigation, allowing customers to enjoy a modern, clean interface that’s consistent across all digital touchpoints. 

The benefits page has been upgraded to provide an enhanced member experience, featuring all benefits at a glance, a clean layout, and a well-organized information structure. The app also offers optimized product listings easier access to loyalty benefits, and a streamlined checkout process, all designed based on extensive user research to enhance the overall shopping experience. 

Building a digital future for our customers

The launch of the Mega Image app is a testament to Ahold Delhaize's commitment to digital transformation and customer-centric innovation. By harmonizing app experiences across brands, we aim to provide a platform that is fast, intuitive, and tailored to meet the unique needs of each customer. 

Adnan Olmez, IT Director CoE Digital Operations, shared: “We are thrilled with this successful launch of the new app in Romania! Thanks to close collaboration with all teams, Digital Experience, Digital IT teams and Mega Image business and local IT stakeholders we were able to deliver the new app on time with the right quality”.

What’s next? 

With the successful rollout of the Mega Image app, Ahold Delhaize is on track to complete its six-country unified app initiative, with upcoming launches planned for Greece early December. Each launch brings us closer to our goal of delivering a connected and engaging digital experience for all our customers across Europe. 
Experience the future of shopping with the new Mega Image app—download it today and enjoy a seamless and personalized shopping journey. 

Below you can see the difference between the old and new app for the personal benefits section of the app. 

Pivotal role 

AD/01 will play a pivotal role in strengthening Ahold Delhaize’s capabilities as part of its digital, data and tech ecosystem. The teams will work on a wide range of topics, from web and app development to joining and initiating strategic projects in the areas of eCommerce, Infra, Data, Loyalty, Core Retail and beyond.
 

Wouter Kolk, CEO Ahold Delhaize Europe & Indonesia: “Our great local brands strive to create the leading local food shopping experience. As part of our tech ambitions, we focus on providing seamless digitally enabled experiences, whether in-store down the aisles, at the checkouts, or behind the scenes. With the evolving needs of our customers come new challenges, which is why we are creating AD/01. This tech studio will bring together sharp minds to develop innovations that serve people today and tomorrow and serve all our European brands. In doing so we are also investing in the Romanian market, where we already operate through our local brand Mega Image.” 
 

A community for growth and collaboration  

AD/01 aims to foster a vibrant inclusive engineering culture. The first talents are currently coming on board; the plan is to have around 250 top tech talents involved in this tech studio within the next few years. Recruiting activities for the tech studio will further solidify in the coming period and are primarily focused on the Romanian market which has one of the largest pools of skillful tech talent in Europe. 

“As leading omnichannel grocery retailers in their markets, Ahold Delhaize USA brands are focused on providing fast and convenient grocery delivery for customers. The addition of DoorDash as a marketplace partner for our companies is very exciting,” said JJ Fleeman, CEO, Ahold Delhaize USA. “The speed and ease of DoorDash and its strong reputation for providing great customer service aligns with the priorities of each of our local brands. We look forward to delivering this new option for customers of our local brands – as well as new customers through DoorDash – and leveraging this partnership to enable our brands as they continue to drive omnichannel growth.” 

DoorDash is an additional delivery service offered through our local U.S. brands. This new option adds to our brands’ other great online shopping services like click and collect and delivery of groceries.

DoorDash is available in nearly all markets served by Ahold Delhaize USA brands, and the service is already live for most customers at Giant Food, The GIANT Company, Hannaford and Stop & Shop. Food Lion will pilot with DoorDash in February and expects to launch in its markets in March. Through the new partnership, the local brands of Ahold Delhaize USA will add to the 100,000+ non-restaurant stores already on DoorDash’s Marketplace and Drive platforms across North America.

“From day one DoorDash has been focused on creating opportunities for our merchant partners to compete, succeed, and flourish in every environment,” said Tony Xu, CEO and Co-founder at DoorDash. “We’re excited to partner with Ahold Delhaize USA brands to support the growth of their digital channels and help them engage consumers in new ways. As consumers’ favorite local commerce platform, we look forward to expanding our East Coast selection and giving consumers more access to everything in their neighborhoods, including groceries, retail, flowers, food, and more.”

ADUSA brands’ loyalty programs are integrated into the DoorDash experience. All participating brand stores will also be available on DashPass, DoorDash’s membership program that offers members $0 delivery fee, reduced service fees, and member-only benefits on eligible orders from thousands of restaurants, grocery, and convenience stores nationwide.*

About DoorDash

DoorDash (NASDAQ: DASH) is a technology company that connects consumers with their favorite local businesses in more than 25 countries across the globe. Founded in 2013, DoorDash builds products and services to help businesses innovate, grow, and reach more customers. DoorDash is your door to more: the local commerce platform dedicated to enabling merchants to thrive in the convenience economy, giving consumers access to more of their communities, and providing work that empowers.

 

*DashPass benefits apply only to eligible orders that meet the minimum subtotal requirement listed on DoorDash for each participating merchant. Other fees (including service fee), taxes, and gratuity still apply. After signing up for DashPass, you will be charged the then-current renewal price (plus applicable taxes) automatically on a recurring basis until you cancel. 

Ahold Delhaize is committed to accelerating its investments in building scalable digital advertising capabilities so its brands can build deeper digital customer relationships, online and offline. AD Retail Media will harness Ahold Delhaize USA brands’ market presence and close customer connections to help consumer packaged goods (CPG) partners meaningfully engage a significant East Coast omnichannel customer base.  

“Retail media is already a sizable percentage of total advertising spend – with forecasts showing it will continue to grow significantly,” said JJ Fleeman, Brand President, Peapod Digital Labs. “By bringing AD Retail Media in-house, we will create a connected go-to-market offering for CPGs, grounded in new capabilities, simplicity and value generation. As the space continues to grow, we’re proud to invest in retail media to continue to propel our companies – and our CPG partners – forward.”  

Together, the brands of Ahold Delhaize USA operate more than 2,000 stores, process more than 23 million transactions per week, have nearly 24 million active loyalty card users and total more than $51 billion in annual sales.  

AD Retail Media will expand to an in-house digital media agency and grow its retail media team, in order to accelerate the development of innovative digital advertising opportunities for B2B partners to create more tailored and relevant customer experiences. 

For more information, please refer to Peapod Digital Lab’s press release. 

Effective Feb. 18, 2020, service for Midwest customers placing online grocery delivery orders in Illinois, Wisconsin and Indiana will be discontinued. As a result of this decision, the following facilities will close: a distribution center and food preparation facility in Lake Zurich, Ill., distribution facilities in Chicago, Ill., Milwaukee, Wis., and Indianapolis, Ind., and a pick-up point in Palatine, Ill.

“This was a difficult decision given Peapod’s rich history in the Midwest,” said Kevin Holt, CEO, Ahold Delhaize USA. “We know changes such as these are never easy for consumers and communities. We appreciate the loyalty of associates and customers in the Midwest sales business over the past three decades. We have been and will continue to leverage the learnings from our 30-year legacy of online grocery to enable each of the brands to grow its omnichannel business on the East Coast.”  

The announcement is expected to affect approximately 500 associates in the greater Chicago, Indianapolis and Milwaukee markets. Associates affected by this announcement will be eligible to apply for other roles within Ahold Delhaize USA companies. Eligible associates will be offered severance and transition support services. 

“As we’ve previously shared, to continue our strong track record of sales growth and market share gains, we are accelerating our growth and expanding the leadership positions of our businesses in our East Coast markets,” added Holt. “This move will enable us to fully focus on markets where we have strong store density, leading market share, and a longstanding heritage of customer loyalty.”

Related to the closure, Ahold Delhaize expects no significant impact to reported operating profits or free cash flow. In addition, this announcement does not impact Ahold Delhaize USA’s commitment to its previously stated 30 percent eCommerce growth in 2020.

With over 450 associates located in Chicago and in offices with Ahold Delhaize USA’s East Coast brands, Peapod Digital Labs will remain focused on enabling Ahold Delhaize USA’s local brands to deliver leading omnichannel experiences for their customers and will deploy a new proprietary eCommerce platform for the local brands of Ahold Delhaize USA, which was built in the Chicago office.

“Chicago will remain the headquarters for our Peapod Digital Labs team, and we will continue to draw from the valuable pool of digital and eCommerce talent in the market,” said JJ Fleeman, President, Peapod Digital Labs and Chief eCommerce Officer. “Through Peapod Digital Labs, we will continue to build upon Peapod’s technology legacy. Peapod began here, and we will remain here, in the heart of Chicago. We look forward to honoring and leveraging Peapod’s longstanding legacy of expertise in online grocery and fully focusing our team’s energy and talent on supporting the growth of each of the East Coast brands.”

The first online grocer in the U.S., Peapod was acquired by Ahold USA in 2000. Peapod’s grocery delivery technology and innovation is the basis and inspiration for technologies, which are now leveraged by the East Coast Brands of Ahold Delhaize USA. Peapod technologies that will continue to be used for eCommerce and omnichannel growth through Peapod Digital Labs include: order routing technology for same-day and next-day delivery, a back-end order selection application to support the U.S. brands’ nearly 700 click-and-collect locations, and new loyalty programs with the ability to integrate in-store and online shopping.

Considered together, the companies of Ahold Delhaize USA comprise the largest grocery retail group on the East Coast and the fourth largest group in the nation, with nearly 2,000 retail stores and more than 6 million annualized online grocery orders. 

At a recent presentation to the National Hispanic Corporate Council in Columbus, Ohio, Jan Ingraham, Non-Perishable Merchandising Lead for Peapod, detailed how the brand innovates to meet the needs of its diverse shopper base.

Peapod gives customers a personal shopping experience paired with white-glove delivery service. Shoppers can use the brand’s website or app to fill a cart that includes traditional products, ethnic and specialty items, and local favorites, plus a large selection of meal kits. Customers can apply filters to help them navigate to product selections to meet their needs such as dairy free, organic, low sodium and vegan.

“We bring to our customers opportunities that they wouldn’t ordinarily have access to,” Jan said. “We look for unique, relevant items and work with our vendor partners to find those things that makes Peapod personal to our customers.”

To further this goal, Peapod expands product offerings in areas of high diversity. In Chicago, for example, the brand has increased its Spanish- and Latin American-inspired offerings to better serve high populations of Hispanic and Latino people. Peapod also celebrates the heritage of its customers and increases product offerings around cultural holidays such as Cinco de Mayo and Dia de los Muertos.

“The season is not just about the food,” Jan said. “It is about the experience and meeting customer needs and inspiring them to make their holiday the best it can be. Food remains a key ingredient to share cultural pride and heritage, and we’re dedicated to driving engagement with shoppers.”