[In the picture] Jumbo presents new concept Foodmarkt

Dutch retailer Jumbo has given its very first XL concept Foodmarkt a complete makeover. The huge location in Breda focuses on on-site prepared foods, such as a vegetable grill.

Testing site

Eleven years ago, the retailer launched its very first branch of the experience concept Jumbo Foodmarkt in Breda, today the city is once again taking on a pioneering role with the introduction of several new concepts in the completely revamped shop.

“In this Jumbo Foodmarkt, everything comes together; new fresh concepts, our range that is freshly cooked, grilled and prepared and new products including range of the new food brand Jumbo’s. What we offer in terms of food experience in this Jumbo Foodmarkt is not only a testing ground for customers, but also for ourselves. And it is of great importance in further development and innovation of our supermarket formula”, CEO Ton van Veen says.

Make shopping tastier

With its new fresh food concept Green Grill, Jumbo wants to get customers to eat more vegetables in an easy and tasty way. Vegetables are prepared on the grill, then used for soups and sauces or full-fledged vegetable dishes. The butchery, where chefs prepare products such as burgers and meatballs with a special recipe on the spot, are also new. Both fresh concepts are unprecedented in the Netherlands, Jumbo claims.

The fruit and vegetable department was revamped, with an even greater focus on fresh meal kits. The shop gives more space to new food trends such as pinsas, pizzettas, fresh focaccia and hot pita. The Asian offer was expanded to include fresh bowls, salads, poké bowls and mezze bowls. Under Jumbo’s new private label brand, the retailer is introducing a “Flavour Makers” line with 45 innovative spice blends, flavour oils, flavour butters and misos developed to flavour vegetables. Jumbo also points out that there is also plenty of Belgian range on the shelves, such as Devos&Lemmens and Coertjens.