Albert Heijn to introduce Nutri-Score food label


The Vertex Awards 2019 Retailer of the Year for Europe, Asia, the Middle East, Oceania, and Africa, Albert Heijn has announced that it will introduce the Nutri-Score food label in the Netherlands, the latest example of how the Ahold Delhaize’s owned retailer working to make healthier eating an everyday reality for customers.

Using colors from green to red, Nutri-Score provides customers with at-a-glance guidance on the nutritional quality of a product. The system is based on international research and uses an algorithm to calculate the nutritional makeup of the product, including fiber, protein, calories, saturated fat, sugar and salt.

By 2025, Ahold Delhaize aims to have product nutritional navigation systems in place across all its markets. It also aims to generate 50% of its private brand sales from nutritious products by 2020, from 47% in 2018.

Albert Heijn selected Nutri-Score following a successful introduction at Delhaize Belgium, which last year became the first Belgian retailer to adopt the food label. After the summer, Albert Heijn will use Nutri-Score on all own-brand products in its online assortment. Shortly afterwards, customers will also find the label on dairy and breakfast products in Albert Heijn stores.


“This initiative underscores how the local brands of Ahold Delhaize are accelerating efforts to promote healthier eating as they seek to help customers eat well, save time and live better”, said Wouter Kolk, CEO Ahold Delhaize Europe & Indonesia.

Since last year, all Ahold Delhaize U.S. retailers are using Guiding Stars, a nutrition navigation program that helps customers eat healthier and save time grocery shopping. Delhaize Belgium aims to provide all its own-brand products with the Nutri-Score label within two years.


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.