UK-based Bol Foods has taken another step outside its domestic market, launching its shakes across the Netherlands through local supermarket chain Albert Heijn.
From this month, the company’s Power Shakes are being stocked in more than 700 Albert Heijn stores.
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Bol Foods said the move meets “rising Dutch demand for healthier, natural and convenient food options”.
In a statement to Just Food, the business described the shakes category in the Netherlands as “fast-emerging”.
“Consumers are increasingly looking for convenient, healthy options that don’t compromise on real food nutrition – and that’s exactly what our shakes deliver. They’re a natural fit for busy lifestyles, and we see a great opportunity to help more people eat well on the go”, it said.
Bol Foods also manufactures ready-made ‘one-pot meals’ and soups, which are on sale in the UK and Ireland.
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By GlobalDataHowever, in the Netherlands, the company’s focus is on the shakes.
“We want to introduce them properly, build awareness around what makes them different, and get to know our Dutch customers,” it said.
“In time, we may explore bringing more of our range to the Netherlands, but right now, we’re committed to making the Power Shakes a success.”
Bol Foods plans to take the shakes into markets and said it is assessing “European opportunities as well as UAE but nothing confirmed at this stage”.
Priced at €3.99 ($4.62), the dairy and gluten-free shakes come in four flavours – chocolate, vanilla, salted caramel and blueberry.
The products are made from ingredients including oats, nuts, banana and dates and do not contain added sugar, gums or emulsifiers.
To support the roll-out, Bol Foods said it will invest in point-of-sale activity and has set up a logistics partnership with local distributor Konings Zuivel.
Bol Foods described the Netherlands launch as a “natural fit”, noting the local government has a target for 60% of national protein consumption in the country to be plant-based by 2030.
Paul Brown, founder and CEO of Bol Foods, said: “The Netherlands is ahead of the curve when it comes to functional innovation. Dutch consumers demand more from their ingredients – and we’re here to deliver with our delicious, natural, no-compromise recipes.”
Set up in 2015, the London-based business became dairy-free in 2018.
The group works with “manufacturing partners across Europe” to produce its products, the group told Just Food.
The business is privately owned, with Brown being the majority shareholder alongside a small group of private investors.
