Dutch grocer Albert Heijn supports the movement towards a more plant-based diet in which 60% of the proteins come from plant sources. That is better for the world and for ourselves. To achieve this goal, Ahold Delhaize owned Albert Heijn is expanding its vegetarian and plant-based range. To make this range even more accessible, Albert Heijn is doubling the number of Price Favorites within the best-selling Retail Brand (private brand) meat substitutes, so that the price is equal to or cheaper than meat products (kilo price).

More than 1,000 vegetarian and plant-based products in the range

Albert Heijn has more than 1,000 plant-based and vegetarian products in its range, from breakfast to drinks, dinner and drinks. For example, more than 150 innovative, tasteful products are being added. Albert Heijn is the first supermarket to introduce a field bean burger. This vegetable field bean burger was developed exclusively for Albert Heijn and the supermarket is the first to sell in Europe.The burger is produced in the Netherlands and is made with beans from Dutch soil. Field beans are good substitutes for soybeans, have a protein content of 25 to 30% and the crop ensures high biodiversity. Furthermore, Albert Heijn is introducing new vegan salmon burgers, mushroom shoarma and there is even a vegetable variant made from seaweed for caviar. Vegan desserts are also extensive: from vegan chocolate cake with raspberries and dates, vegan pavlova with elderflower syrup to vegan crème brûléé. Finally, there will be vegan lunch salads, vegan pizzas, vegetable spreads and Albert Heijn has the most vegetable drinks.

Get the taste

Marit van Egmond, CEO of Albert Heijn: “For a healthier future, for people and the planet, it is necessary to eat more vegetable proteins. That is why I think it is so important that we as Albert Heijn take our part in this and help our customers on their way to a more plant-based diet. We see that the interest in plants is growing and the demand is increasing, but there is also a need for more convenience and inspiration. We do this by offering the widest choice of tasty, healthy and affordable vegetable and vegetarian products. During our campaign ‘Vega. Get a taste for it’ we offer a lot of plant-based inspiration in the Allerhande and the new Beter Eten magazine. You will also find various vegan variations on many popular recipes in the Albert Heijn app and online. In addition, we offer vegan challenges in our free FoodFirst app.

Because meat substitutes are the first step for many people to plant-based, Albert Heijn also keeps a close eye on the nutritional values of its own brand meat substitutes and dairy alternatives. The salt and saturated fat is kept as low as possible and at the same time sufficient proteins and, where relevant, the presence of the right vitamins and minerals is ensured. The Nutri-Score logo is also on all own brand meat substitutes with 80% Nutri-Score A/B. “Ultimately, we strive for tasty and healthy vegetarian and vegetable products with the least possible use of excipients,” says Marit van Egmond.

Week Without Meat & Dairy

Albert Heijn is a partner of the National Week Without Meat & Dairy, the best-known Dutch initiative to promote a more plant-based diet. The national campaign takes place every year in March.