Dutch grocer Albert Heijn is responding to the increasing number of flexitarians and is expanding the choice for vegetarian, vegan, and vegetable products by doubling the range. Albert Heijn already has the largest choice in vegetarian and vegan but is seeing customer demand for these products increase further. That is why Albert Heijn is adding 70 private brand products to its range this autumn. From breakfast and lunch to dinner.

Anita Scholte Op Reimer, director of Quality & Sustainability at Albert Heijn

“Our mission is to make better food accessible to everyone. For a while, meat played the leading role on our plates and that has changed in recent years. That is good news because eating meat has a greater impact on the environment and on your health than is thought. If we eat vegetarian and plant-based foods more often, we can jointly reduce a lot of CO2 emissions. That is better for the animals and healthier for ourselves. As Albert Heijn, we find it very important to make our contribution, ”says Anita Scholte Op Reimer, director of Quality & Sustainability at Albert Heijn.

Albert Heijn is a partner of the Green Protein Alliance to stimulate the plant-based diet even more. The Green Protein Alliance aims to ensure that by 2025 the Dutch will obtain a minimum of 50% of protein from plant sources and a maximum of 50% from animal sources and that the total protein consumption will have decreased by 5% compared to 2015.

Albert Heijn helps customers by carrying everything for a vegetarian, vegan, and/or plant-based lifestyle. From vegan fresh packages, curries, salads, and soups, to vegetable drinks, vegetable cheese alternatives, variations on yogurts and sandwich spreads.