Healthy food increasingly high on the agenda

Encouraging healthier eating does not happen at the store alone. That message comes through clearly in the updated Health Overview by the Central Bureau of Food Trade (CBL), presented during Chefs Table 2025. The publication brings together examples of how supermarkets are working toward a healthier food offering, both visibly and behind the scenes.

During Chefs Table, food and health took center stage. CEOs of supermarkets, foodservice companies, manufacturers, and societal organizations engaged in discussions on how the next generation can grow up healthier. According to the CBL, this challenge requires action on multiple fronts.

Three pillars as a foundation

The approach taken by supermarkets and foodservice companies is built on three pillars: freedom of choice, choice guidance, and hidden improvements.

Freedom of choice starts with the Wheel of Five. Within the National Prevention Agreement, it has been agreed that more products meeting these guidelines should be sold each year. The sector is calling for more flexibility in applying the Wheel of Five logo, both on products and across digital and physical retail environments.

Choice guidance takes shape through Nutri-Score. All Dutch supermarkets now apply this food choice label to their private label products. Nutri-Score is voluntary, but many A-brands have not yet adopted it. The CBL is therefore advocating mandatory implementation to create a level playing field.

The third pillar involves hidden improvements. For years, supermarkets have been working on product reformulation by reducing salt, sugar, and saturated fat. These changes take place within the National Product Improvement Approach, with CBL members committed to targets through 2030.

Making visible what often goes unnoticed

Many of these improvements remain largely invisible to consumers. That is precisely why the CBL has brought these examples together in the Health Overview. The publication shows how supermarkets work with government bodies and societal organizations, including within the National Prevention Agreement, to steadily contribute to a healthier Netherlands.

Cbl.nl