Picnic surrounds Belgium: expansion in Zeeland and Pas-de-Calais

Picnic is expanding in both the Netherlands and France. The online supermarket is now also present in Middelburg in the southern Dutch province Zeeland and in Lens in northern France (Pas-de-Calais). 

Picnic explores boundaries

The Picnic online grocery service is now active in all Dutch provinces. The online supermarket launches in the historic town of Middelburg, the first place in Zeeland where the company delivers its groceries. The surrounding towns and villages can now also use the service and have their groceries delivered to their homes.

Some 3,500 households have currently registered, yet the total reach in the area is over 45,000 households. Picnic is therefore starting with ten electric vans and twenty runners, after which capacity will be gradually increased. “One in three households in Middelburg has children. This makes the region a typical area for Picnic,” explains Michiel Muller, co-founder and brother of Frans Muller, CEO of Ahold Delhaize.

With its arrival in Zeeland, Picnic is taking another step towards Belgian territory. In France too, the online supermarket is strengthening its presence in the border region, reports LSA. After Lille and Valenciennes, the online supermarket is now also starting up in Lens, a town located to the south of Lille. Picnic has been active in France since 2021, after an initial foreign expansion in Germany in 2018.