Evolving with higher expectations

Since bol first became a B Corp in 2023, expectations have continued to evolve. B Lab’s strengthened standards now require companies to meet mandatory requirements across seven impact topics: Purpose and Stakeholder Governance, Fair Work, Justice, Equity, Diversity and Inclusion, Human Rights, Climate Action, Environmental Stewardship and Circularity, and Government Affairs and Collective Action. “Being a B Corp is about taking responsibility, being transparent, and continuously improving,” says Dennis van den Berg, Director ESG at bol.

The recertification reflects the steps bol has taken in recent years to embed sustainability and social impact more deeply across the business. From working closely with partners and suppliers to reducing environmental impact and strengthening inclusion, bol continues to look for ways to make everyday decisions count.

Building on progress

In recent years, bol has continued to turn its sustainability ambitions into tangible results. The company is making strong progress toward its climate goals; by the end of 2025, bol had already achieved more than 95.2% of the emissions reductions needed to meet its target of reducing Scope 1 and 2 by 2030. Smarter packaging solutions are also helping reduce materials use and lower emissions across its logistics operations. In logistics, smarter packaging machines are helping reduce environmental impact by using 27% less cardboard and 60% less glue per parcel, resulting in an average reduction of 28% in CO₂e emissions per shipment.

At the same time, bol is advancing circularity by expanding its assortment of refurbished products from four to 80 categories. The company has also strengthened its approach to responsible business conduct across its value chain. Through enhanced risk assessments and closer collaboration with suppliers, the company is taking more targeted action on topics such as climate impact and human rights.

B Corp certification for Ampère

Ampère, bol’s delivery company, now also meets B Lab’s standards and mandatory requirements across all seven impact areas, which means they can now officially call themselves a B Corp-certified company.

By maximizing electric deliveries and optimizing routes based on parcel size and weight, the company reduced CO₂ emissions per parcel by 85% in 2025. To address remaining emissions, Ampère also invests in climate projects and innovative technologies for permanent carbon removal.

Bol is not the only brand of Ahold Delhaize with a B Corp certification. Albert Heijn received the B Corp certification in 2024 as well. Read more about this achievement here.

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.

“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.”