How Delhaize wants to encourage Belgians to choose fruits and vegetables more often

Delhaize is revamping its produce section and updating its product lineup to help consumers make healthier choices. Only 7% of Belgians eat the recommended amount of vegetables, and only 10% consume enough fruit.

“We’re not the food police”

At the Delhaize Food Market—the traditional fall trade show the retailer organized this week for its affiliated store owners—the fruit and vegetable section took center stage. Delhaize aims to be top-of-mind for this category. The social relevance is significant: while the Superior Health Council recommends that adults eat 300 grams of vegetables and 250 grams of fruit daily, the most recent National Food Consumption Survey by Sciensano shows that only 7% of Belgians eat the recommended amount of vegetables and 10% consume enough fruit.

What can Delhaize do to address this? “We’re not the food police; we’re not going to tell people what to eat,” says Geraldine Pieters, category director for fruits and vegetables at Delhaize. “But we can help and encourage them. People tell us they don’t have time, or they lack inspiration, or they find fruits and vegetables too expensive.” That’s why Delhaize wants to make it as easy, appealing, fresh, and affordable as possible to choose fruits and vegetables more often.

Market feel in the stores

This is certainly an important category for the supermarket chain, which offers more than 750 fruit and vegetable items and sells 223,000 metric tons of them annually. Delhaize is upgrading the shopping experience with new fixtures, a wider selection of bulk items, a focus on freshness, seasons, and color, and a stronger market feel. Mist systems help keep fruits and vegetables fresh longer while also contributing to the fresh and vibrant appearance of the department. The new concept has already been tested at the supermarket in Alsemberg and the Proxy Delhaize neighborhood stores in Ixelles and Rijhove (Ghent). Results show that the investment will pay for itself within two years.

At the same time, Delhaize is committed to innovation, in collaboration with Belgian growers. A great example is Bloss, a new apple variety with a fresh taste, crisp bite, and attractive appearance, which will soon be available exclusively at the retailer. In addition, the chain is introducing more healthy snacks, ranging from ready-to-eat fruit portions to pre-cut fruits and vegetables, fresh juices, and an ever-expanding selection of fresh produce bundles. Among other things, we saw and tasted new salad mixes, a growing selection of “snackers” (convenient pre-packaged and cut fruits and vegetables for children), as well as seasoned vegetable fries and carrot slices, which are easy to prepare in an air fryer or the oven.

Affordability also remains a key factor. More “Little Lions” products are appearing in the fruit and vegetable selection. In addition, all SuperPlus customers automatically receive a 10% discount on fruits and vegetables with Nutri-Score A and B ratings and on the store’s own-brand plant-based products. Recent surveys show that this approach aligns with customer expectations: 60% of SuperPlus customers say the program helps them live healthier lives.