Albert Heijn is looking to integrate lifestyle services into its website by acquiring a start-up.
The Dutch grocer has bought FoodFirst Network, an online subscription platform offering advice on nutrition, exercise, sleep and relaxation.
While FoodFirst Network will remain an independent organisation within Albert Heijn, the retailer hopes to use the platform to offer promotions to its customers.
The company has been undertaking other initiatives to integrate nutrition advice into its online offering, last year launching the My Nutritional Value tool, allowing customers to see the exact amounts of different nutrients in products they buy.
Marit van Egmond, CEO at Albert Heijn: “We want to be the supermarket…