Ahold Delhaize, a prominent player in the retail sector, has launched an ambitious initiative across its European brands, setting the goal that 50% of their protein sales will consist of plant-based options by 2030. This move reflects a growing shift towards healthier and more sustainable eating habits.
Localized Strategies for Plant-Based Promotion
Each brand within the Ahold Delhaize portfolio, which includes well-known names like Albert Heijn, Delhaize, bol, and Maxi, will adopt strategies that are uniquely suited to their local markets and the preferences of their consumers. These strategies may encompass intensified marketing for plant-based products, leveraging customer loyalty programs to highlight these options, and enhancing educational efforts to enlighten shoppers on the benefits of a plant-based diet.
This push towards increasing plant-based protein sales is not just a trend; it’s aligned with Ahold Delhaize’s larger commitment to reduce emissions, which predominantly arise from the supply chain—accounting for an astonishing 95% of the company’s total emissions. Emphasizing the importance of nutritional health alongside sustainability, the initiative aims to foster a healthier food environment for consumers.
Targeted Goals Across Brands
Notably, Albert Heijn has set an impressive target of achieving 60% plant-based protein consumption by 2030. In 2023, this brand reported that around 44.1% of its protein sales were derived from animal-free sources—up from 42.6% the previous year.
A recent report from Madre Brava positioned Ahold Delhaize and Lidl as frontrunners in Europe, poised to meet their health and sustainability goals.
Commitment to Healthier Lifestyles
Claude Sarrailh, who serves as the CEO of Ahold Delhaize Europe and Indonesia, articulated the company’s pledge to promote healthier lifestyles while staying attuned to the evolving preferences of their customers. He underscored the importance of catering to diverse dietary choices while motivating consumers to incorporate more plant-based foods into their meals. Sarrailh also remarked on how even small changes in the purchasing behavior of millions can lead to substantial benefits for both individual health and the environment.
In summary, Ahold Delhaize’s commitment to plant-based proteins represents a significant step towards fostering a sustainable future, perfectly aligning with its mission to create a healthier world for everyone.
Source: Vegconomist