Whole Foods expands to Continental Europe

Photo: Ken Wolter / Shutterstock.com

Amazon is introducing Continental Europe to its organic food label Whole Foods, at first to visitors to Amazon's sites in France, Germany, Italy and Spain.


Dry organic food from Whole Foods

The Whole Foods range that is being introduced to Continental Europe includes dry foods such as nuts, couscous, rice and dried fruit, packaged in the United Kingdom (where Whole Foods has seven supermarkets). The products are only delivered in bulk (between 0.5 and 2 kilograms). 


Whole Foods is an American organic supermarket chain that belongs to Amazon. This is the first time the brand sets foot on the European continent. Previously, Whole Foods was only available in the United States and the United Kingdom, but now Amazon is expanding the brand to markets where it does not have any physical stores. A limited range is currently available under the labels Whole Foods, Whole Foods Market, WFM and 365.


Beginning of European expansion?

Amazon did announce the arrival of Whole Foods in Europe in a sneaky way, according to Supermarktblog. In response to the coming holidays, the organic label's logo was already visible among other Amazon labels in an advertising banner. The logo was soon removed: apparently Amazon was not yet ready for the launch at that time.


It remains unclear for now what Amazon is planning to do with the Whole Foods brand in Europe. We do know that the e-commerce giant is making a new step in the distribution of online food: it is also possible that Amazon plans to open physical Whole Foods supermarkets in Europe once the brand has settled on the continent.