Dutch supermarket chain Albert Heijn has reached an agreement to acquire local online start-up FoodFirst Network (FFN) for an undisclosed amount.
The deal, according to the company, is part of its plans to “put nutrition and health more at the centre of its offerings.”
FFN offers subscription-based services, such as advice and tips from experts on nutrition, health, exercise and relaxation through videos, a digital magazine and newsletters.
Albert Heijn CEO Marit van Egmond said: “We want to be the supermarket that helps customers with a healthier lifestyle. All the ingredients for a better life for everyone – FFN fits perfectly with this ambition.
“Together we can further fulfil our role in the Netherlands with regard to health. The platform and the knowledge that we acquire is relevant for our customers and for us as a company. I am looking forward to working with the FFN team.”
The transaction, which is currently subject to various customary conditions, is expected to be completed in the second quarter of this year.
FFF will operate as an independent organisation within Albert Heijn, following the completion of the deal.
Albert Heijn opened its first self-service supermarket in 1952 and currently operates 887 stores in the Netherlands and 42 stores in Belgium. It also opened its first checkout-free stores in a bid to offer customers faster shopping experiences, in September last year.
The stores allow customers to make payments at the shelf with a ‘tap to go’ card or using an app on their Android phone. The purchase price is automatically debited from the customer’s account within 10 minutes of the transaction.