Jumbo and WUR aim to accelerate plant-based eating habits

Six companies, including Jumbo, HAK, and Alpro, are joining forces with Wageningen University & Research (WUR) to examine how consumers can be encouraged to choose plant-based proteins more often while shopping. The initiative, called Shifting Shelves, will run from 2025 through 2026.

This Public-Private Partnership (PPP) is part of the Knowledge and Innovation Agenda for Agriculture, Water & Food. As part of the project, in-store pilots will be carried out, such as adjusted shelf placements and eye-catching signage. In addition, literature reviews, consumer research, and virtual supermarket tests will be conducted. “It’s incredibly valuable to test our behavioural insights in a real-life retail setting,” says Muriel Verain of WUR.

A broad take on plant-based eating

The focus includes various product categories such as meat and dairy alternatives, legumes, and nuts. Intersnack aims to raise more awareness of nuts as a source of plant-based protein. “For Intersnack, this is a unique opportunity to learn together how we can encourage consumers to use nuts more frequently,” says Mirella Borra. Alpro sees a strong fit with the initiative, given its broad product portfolio and emphasis on healthy and sustainable food habits.

Jumbo builds on previous research

For Jumbo, Shifting Shelves builds on earlier research conducted with other retailers, WUR, the University of Groningen, and the CBL. The supermarket chain aims to help shift consumer diets toward a higher intake of plant-based proteins through collaboration across the supply chain. This aligns with Jumbo’s ambitions in the areas of climate and public health.

Jumbo.com