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We look at the latest online developments from the Netherlands, where Albert Heijn is aligning its online business more closely with Albert Heijn and Jumbo are also both investing in category. Albert Heijn is improving transparency in eggs, while Jumbo has revealed a healthier meat assortment and is trialling a new vegan fixture. Elsewhere, HEMA has been sold to investment firm Ramphastos Investments, owned by billionaire Marcel Boekhoorn.

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As locally-based Rewe and Netherlands-based online specialist Picnic announce plans to expand in the country, Globus invests in digitalisation and plans expansion of its own.

Rewe to invest €1.6bn

Rewe plans to invest €1.6bn to expand and modernise its store network. The retailer will open or relocate 300 Rewe and Penny stores in the country, with €1.0bn of the investment. Rewe also intends to open, modernise or relocate more than 600 stores abroad.

Commenting on the expansion, Stephan Koof, head of retail expansion in Germany, said, “We will maintain our high rate of expansion and our drive for innovation”.

Picnic expands to meet demand

Since entering Germany in March 2018, Picnic now supplies 7,000 households in North Rhine-Westphalia. An additional 5,000 households are on a waiting list. To meet the growing demand, Picnic will invest €15m into increasing its presence across Germany.

Picnic offers free delivery, low prices, a 20-minute delivery window and specialised electric delivery vans. The service is currently available in Kaarst, Neuss, Meerbusch and Oberkassel. Picnic hopes to expand to another city by the end of 2018, though no location has been confirmed.

Globus invests in digitalisation…

Thomas Bruch, a managing partner at Globus, commented, "Digitisation extends the range of our possibilities… it enables us to intensify our connection to the customer and meet their needs even better."

Self-scanning devices, a digital loyalty card and a click and collect service have recently been introduced. Globus is in the process of testing an app that helps shoppers with their grocery shopping. The app will help locate products instore and calculate the most economical way to purchase them. The app is due to launch at the end of 2019.

…and continues expansion

Globus announced a growth in revenue of 1% year-on-year and reached an EBIT of €267m. More growth is expected after the opening of its 47th store in Chemnitz in Q2 2019. Globus hopes to open another store in Trier. The retailer is also intending to expand in Hütten, Neunkirchen. Globus will also open and modernise its stores in Russia and the Czech Republic too.

Carrefour Poland has reintroduced its ‘Crazy 5’ pricing promotion and launched a new health app for children.

Investing in pricing…

Carrefour Poland has reintroduced the ‘Crazy 5’ promotion to its hypermarkets, supermarkets and Rast stores. The offer, though, is only available to loyalty cardholders. After purchasing from Carrefour on five occasions shoppers receive an e-voucher up to the value of PLN500 (about US$134). Shoppers then must redeem the voucher instore between 2 and 30 November. 

Carrefour’s app also displays a summary of purchases within the promotion and the anticipated value of the e-voucher. The retailer hopes the promotion will encourage shoppers to spend more to be refunded more.

…and launching a new health application

Carrefour Poland has launched its ‘Healthy Apka’, an educational game that promotes healthy eating habits for children. The game aims to educate children about the nutritional value of different foods.

The player must collect ‘healthy’ products to gain energy and avoid ‘unhealthy’ products, which can reduce energy and end the game sooner. Healthy Apka also includes a food encyclopaedia listing all healthy and unhealthy products in the game with their descriptions. The game is free and downloadable from the App store and Google Play.

Carrefour has also financed an educational package for teachers and students. The package contains exercises designed to discuss nutrition and the importance of health. All the materials have been prepared by the Faculty of Human Nutrition and Consumption Sciences at the Warsaw University of Life Sciences. They are free and can be accessed from

We explore how Albert Heijn and Jumbo are innovating in their beer, wine and spirit categories to better meet shopper needs.

Albert Heijn expands its wine offering…

Albert Heijn has enhanced its wine category in-store and online with several innovations including:

  • Boxed wine
  • Smaller bottles
  • Low alcohol and alcohol-free alternatives
  • ‘Wine in tubes’ tasting products
  • The sale of alcohol on

…With boxed wine and smaller bottles

Albert Heijn has introduced eighteen new products, highlighting that these ‘have the same quality as wine from a bottle and can be refrigerated for four to six weeks. A boxed Sauvignon Blanc from New Zealand and Côte du Rhône from France have been included in the range.

A press release from the retailer noted that boxed wine is already accepted elsewhere in Europe. However, in the Netherlands, this suffers with ‘an image problem’.

Source: Albert Heijn

Meanwhile, the range of smaller 37.5cl bottles has been widened with around 20 products.

…As well as low alcohol and alcohol-free alternatives

Albert Heijn has also introduced a variety of low alcohol- or alcohol-free wines including red, white and rosé.  The new boxed wines also include two products with a lower alcohol content.

…And ‘Wine in Tubes’ tasting products

Meanwhile, the retailer has started selling ‘Wine in Tubes’ wine tasting boxes that comprise a selection of three new wines for tasting at home. These include Porcupine Ridge Merlot, Castaño Macabeo Bio and Puklavec & Friends Cabernet Sauvignon & Merlot.

Each box costs €9.95 and the product is now sold in over 180 Albert Heijn stores and online.

Source: Albert Heijn sells alcohol online

In related news, has extended its range to offer a selection of alcoholic beverages, glasses and coolers.

The non-food online platform will feature alcoholic drinks supplied by specialist partners, such as Belgian Beer Factory and Tasting Collection.


Jumbo adds 200 new wines to collection

Elsewhere in the market, after carrying out extensive research, Jumbo has added 200 new wines to its range with an ‘excellent quality-price ratio’.

Source: Jumbo

There is now a total of 500 wines in the collection, while the assortment has been tailored to match local preferences. Olaf de Boer, Executive Director Buying & Merchandising said, ‘For example, many customers in the East prefer sweet white wine. That is why we give more space to this type of wine in this region’.

To help customers choose a suitable wine, Jumbo has organised wine tasting sessions in several supermarkets. The sessions will also be available to employees to teach them how to advise customers. Meanwhile, taste cards have been edited instore to ensure customers understand what taste to expect. Customers can also get advice from the Jumbo wine finder app.

To celebrate the launch, Jumbo is offering a 25% discount off all new wines until 6th November 2018.

For more insight on Albert Heijn and Jumbo, sign up to our free Retail Analysis international newsletter.


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