April 1, 2019 – Albert Heijn is taking an important strategic step with the acquisition of online start-up FoodFirst Network (FFN) in the Netherlands. The acquisition, announced today, is a logical move in the series of steps the brand is taking to put nutrition and health more at the center of its offerings.
FFN, which provides paid subscribers with advice and tips from experts on nutrition, health, exercise and relaxation through videos, a digital magazine and newsletters, will remain as an independent organization within Albert Heijn. Financial details were not disclosed.
The acquisition of FFN is in line with Albert Heijn’s strategy to inspire everyone in the Netherlands to live a healthy lifestyle and will create opportunities for special promotions and offers for Albert Heijn customers and its 100,000 associates.
“We want to be the supermarket that helps customers with a healthier lifestyle,” said CEO Albert Heijn, Marit van Egmond.
“All the ingredients for a better life for everyone – FFN fits perfectly with this ambition,” Marit added. “Together we can further fulfill our role in the Netherlands with regard to health. The platform and the knowledge that we acquire is relevant for our customers and for us as a company. I am looking forward to working with the FFN team.”
In recent years, Albert Heijn has taken many steps to provide healthier foods, including removing hundreds of thousands of sugar cubes from products with the ambition to use 1 billion fewer sugar cubes by the end of 2020. Last year, the brand introduced My Nutritional Value, an online tool that allows customers to see the exact amount of calories, sugar, salt, protein and fiber in the products they purchase, as well as healthier alternatives.
The FFN transaction further illustrates how Ahold Delhaize's local brands are stepping up efforts to help customers make healthier choices, a key element of the Leading Together strategy. The acquisition is subject to a number of conditions and is expected to be completed in the second quarter of this year.