Albert Heijn introduces "look, smell and taste" logo on dairy packaging

As of September 5, 2024, Albert Heijn is rolling out a new logo on the packaging of yoghurt and buttermilk. The so-called "kijk, ruik en proef" (look, smell, and taste) logo aims to make consumers more aware of the actual shelf life of products. With this, the supermarket chain hopes to further reduce food waste, a key goal on its agenda. Globally, around a third of all food produced is lost. This new initiative is part of Albert Heijn’s effort to reduce food waste by 50% by 2030, compared to 2016 levels.

"Kijk, ruik en proef" as a new tool

The new logo, appearing first on private label dairy products, encourages customers to use their senses before discarding a product. Together with the Coalition for Shelf Life, Albert Heijn is working to increase awareness of the actual shelf life of food. Anita Scholte op Reimer, Director of Sustainability and Quality at Albert Heijn, symbolically handed over the first product with the new logo to Toine Timmermans from the Foundation Against Food Waste. Over the coming years, the logo will also be featured on other products carrying a "best before" date.

Dynamic discounting reduces waste

In addition to the new logo, Albert Heijn continues to focus on dynamic discounting, a system introduced in 2022 for fresh products. This system is now also being extended to non-perishable goods, with electronic shelf labels displaying increasing discounts as products approach their expiry date. These discounts can go up to 70%, benefiting both the environment and consumers' wallets. In 2023 alone, this system helped prevent 3.6 million kilograms of food from being wasted.

Ah.nl