Multinational retail group Ahold Delhaize has announced that its European brands will work to make 50% of the proteins they sell plant-based by 2030.
The brands’ strategies will vary depending on their local markets and consumer preferences. However, they may include actively promoting plant-based product ranges, using loyalty programs and incentives to encourage the purchase of plant-based foods, and investing in education to help consumers learn about the benefits of sustainable eating.
By rebalancing its protein sales, Ahold Delhaize hopes to reduce its emissions, 95% of which reportedly originate within the value chain and outside of its own operations. The company recognises that boosting sales of plant-based food could also help to achieve nutritional health objectives.
“Small changes can make a positive impact”
Ahold Delhaize’s European brands include Albert Heijn, Delhaize, bol, Maxi, and more. Albert Heijn has previously announced a target to ensure 60% of consumed proteins are plant-based by 2030, and revealed last year that 44.1% of the proteins it sold in 2023 were animal-free. This figure was up from 42.6% in 2022.
Furthermore, a report published by Madre Brava in 2024 found that Ahold Delhaize and Lidl were the European supermarket groups most likely to meet their human and planetary health goals.
“We are committed to inspiring healthier and more sustainable lifestyles by focusing on what truly matters to our brands’ customers,” said Claude Sarrailh, CEO of Ahold Delhaize Europe and Indonesia. “Our goal is to serve all customers and honor their diverse food preferences, while encouraging them to explore plant-rich options more often. Even small changes in the shopping habits of millions of customers each week can collectively make a positive impact on the health of people and planet.”
