Dutch supermarket giant Albert Heijn is launching a service to deliver hot meals in Amsterdam, based on recipes from its successful Allerhande magazine and website.
Delivery services Deliveroo and Thuisbezorgd will be responsible for delivering the meals, which will be produced in the supermarket group’s own kitchens in the west of the capital.
The recipes, all of which will contain 200 grammes of vegetables, are the sort of dishes customers would make at home themselves, Albert Heijn commercial director Marit van Egmond said.
Hospitality research institute FSIN said earlier this week the Dutch are spending more money on takeaway food and supermarket home deliveries and that the meal delivery sector sales rose over 13% last year to €1.7bn.
Wouter Kolk, chief executive of AH owner Ahold Delhaize, told the Financieele Dagblad last December that more room will be made in the company’s supermarkets for food-oriented services with kitchens where takeaway meals are prepared.
Jumbo, the Dutch market number two, is also introducing hot meals and eating areas inside its bigger branches.
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