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24th May 2022

Delhaize makes healthy foods more affordable with SuperPlus program

Delhaize is reinforcing its ambition to be the most affordable supermarket in Belgium for anyone who wants to eat more healthily with a revolutionary new loyalty program that supports both a balanced diet and customers’ purchasing power.

The new “Superplus Card” will give customers automatic savings of 5% to 15% on more than 5,000 products with a Nutri-Score of A or B. With this program, Delhaize is giving a clear sign that it is doing everything it can to help customers develop healthier eating habits through a more balanced diet, whatever their budget.

It is one of a wide range of initiatives Ahold Delhaize brands are offering to bring to life our healthy and sustainable strategy by encouraging and rewarding customers for making healthy choices. [Link to H&S strategy]

Over the past 20 years, the level of obesity and overweight in Belgium has increased, despite the fact that many Belgians are making great efforts to live more healthily and eat a more balanced diet. Delhaize wants to contribute to this effort to become a healthier society by going beyond inspiring customers to offer them very concrete solutions. The launch of the SuperPlus program is the latest step in this effort.

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