Major Dutch supermarket to go 60% plant-based by 2030

Author: Molly Pickering

Read Time:   |  7th March 2022

Vegan Food & Living may earn commission from the links on this page, but we only ever share brands that we love and trust.

Leading Dutch supermarket Albert Heijn has pledged to ensure 60% of proteins available in-store are plant-based by 2030.


Netherlands’ major supermarket Albert Heijn has launched plans to make its products majority plant-based by 2030.

Albert Heijn aims to guarantee that 60% of its proteins sold are plant-based.

The Dutch store has also revealed that it will double its already extensive vegan offerings to meet its ambitious target.

New products to the store include a vegan salmon burger and vegan caviar.

Moreover, the supermarket hopes its plant-based expansion will inspire people to try healthier, exciting vegan produce.

Dutch plant-based supermarket

In a response to the growing demand for plant-based food alternatives, Albert Hejin plans to introduce 150 new products to its store by 2030.

The store’s latest expansion includes bean burgers made using locally grown beans, mushroom Shawarma, and even vegan caviar made from seaweed.

In a statement, Marit van Egmond, CEO of Albert Heijn, commented: “For a healthier future, for people and the planet, it is necessary to eat more vegetable proteins.

“That is why I think it is so important that we as Albert Heijn take our part in this and help our customers on their way to a more plant-based diet”

Egmond explained that while demand for vegan products at the store is increasing, the store’s goal is to provide inspiration to non-vegans.

“We do this by offering the widest choice of tasty, healthy and affordable vegetable and vegetarian products.” Egmond added.

Amsterdam canal. Image source: George Pachantouris via Getty Images

Amsterdam canal. Image source: George Pachantouris via Getty Images

The rise of veganism in the Netherlands

In recent years, the Netherlands has become a hub for accessible vegan eating.

Brands such as Vegan Junk food and Dunkin Doughnuts are thriving in the Dutch capital thanks to their innovative products.

Additionally, in 2020 Amsterdam welcomed its first 100% vegan supermarket, Vegan Fresco.

We expect to see more exciting plant-based openings in the Netherlands.

Planning a trip to the Dutch capital?
Don’t miss our vegan guide to Amsterdam

Source: Vegconomist
Feature image source: Alexandar Spatari via Getty Images

Written by

Molly Pickering

Molly is the Digital Executive and former podcast host at Anthem's Vegan Food & Living, she also works across other titles including Women's Running and Classic Pop to create affiliate content for the website. Starting out as a Digital Marketing Apprentice at Vegan Food & Living in 2021, within 14 months Molly was shortlisted for ‘Best Editorial Assistant’ at the BSME Talent Awards 2022 and won the BCS Special Recognition award for Digital Marketing Apprentice of the Year in 2022

We use cookies to give you a better experience on By continuing to use our site, you are agreeing to the use of cookies as set in our Cookie Policy.

OK, got it