Albert Heijn, the largest supermarket chain in the Netherlands, is testing out vegan options with a new dedicated vegan display unit at one of its Amsterdam locations. The new selection is the store’s response to the increasingly consistent consumer demand for vegan items.
The new refrigerated vegan unit is part of a pilot program designed to survey consumer buying habits. Over the course of a month, the company will analyse the sales through the case to determine its success. If it is well received by shoppers, the company claims it will add dedicated vegan units to other locations.
Customers can expect to find an array of vegan products in the cooled unit, including current options already available in store, as well as ready-made vegan meals from Uit de Keuken van Maass, an Amsterdam-based wholesale company specializing in healthy and nutritious convenience meals.
According to livekindly.co, the Albert Heijn vegan unit is currently located at the Gelderlandplein shopping centre location.
