Belgian supermarket chain Delhaize is starting a pilot project aimed at consumers in a hurry, but with a craving for healthy food. Deliveroo and Takeaway.com couriers will deliver healthy orders (with Nutri-Score A, B or C) from stores in Antwerp and Brussels.
The trial period last three months and involves two stores in Antwerp and two in Brussels, all from Delhaize’s recent Fresh Atelier concept. Customers can order through the deliverers’ platforms, whose couriers deliver the order in a 3 km radius by bike or scooter. Only items with a Nutri-Score C or better can be ordered (and some desserts), including fruit salads or salads that customers can have prepared according to their own wishes. Ready-made salads, wraps, soups and drinks are available as well. Food can be ordered until the store’s closing time.
The chain hopes to attract customers in a hurry, who are nevertheless looking for balanced alternatives to unhealthy fast-food. “We are very proud to introduce this innovation to our customers. Through collaboration with strong partners, we can now serve our delicious and healthy products to even more customers, wherever they are. […] Furthermore, this helps us to introduce the Nutri-Score label in our customers’ daily lives”, Delhaize CEO Xavier Piesvaux says.