Disc of Five takes a leading role at Albert Heijn

Albert Heijn is taking the next step to make healthier choices in supermarkets easier. The retailer is giving the Disc of Five a central role both in stores and online. This comes as many Dutch consumers still do not follow the Guidelines for a healthy diet. By 2030, 45 percent of sold volume should fall within the Disc of Five. By 2040, this is set to rise to 50 percent. In 2025, this share stood at 40 percent for both private label and A-brands.

Disc of Five more prominent in stores

Albert Heijn is making the Disc of Five visible across product categories in stores and online. In a pilot across one hundred stores, selected products are given extra visibility. The retailer is using this to assess the impact on customer purchasing behavior. A separate trial is underway in thirty stores with a redesigned checkout area. One version features only products within the Disc of Five, such as water, fruit, and unsalted nuts. Other versions focus on Nutri-Score A or B products or on non-food items.

The Disc of Five is positioned alongside Nutri-Score. While Nutri-Score compares products within a category, the Disc of Five provides guidance for the overall dietary pattern.

Assortment expansion and pricing focus

The assortment is being expanded with more than 250 product innovations that fit within the Disc of Five. There is a clear focus on healthier snack options. In the AH app, additional sorting options are being added based on nutritional values such as sugar, fiber, and protein.

Price remains a key factor. In 2025, 552 Prijsfavorieten fell within the Disc of Five. The number of Prijsfavorieten with Nutri-Score A or B increased from 569 to 687. Margaret Versteden-van Duijn: “Albert Heijn fills 7 million plates every day. That comes with responsibility, but also creates opportunities.”

Focus on youth and partnerships

Albert Heijn is placing strong emphasis on children and young families. Through the ‘Beter eten, beter spelen’ program, the retailer works together with the KNVB. Educational materials are provided around school football tournaments. In addition, a kids panel is being introduced, where children contribute ideas on products and flavors twice a year. New partnerships are also being announced, including with VGZ.

Ah.nl