Bol Foods has successfully entered its first international market by launching its shakes across the Netherlands through the esteemed supermarket chain, Albert Heijn.
Beginning this month, Bol Foods’ Power Shakes will be available in over 700 Albert Heijn stores nationwide.
Bol Foods emphasizes that this expansion aligns with the “rising Dutch demand for healthier, natural, and convenient food options.”
“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,” the company stated.
Although Bol Foods also manufactures ready-made ‘one-pot meals’ and soups, its focus in the Netherlands remains exclusively on the shakes.
“We are committed to introducing them properly, building awareness around what makes them unique, and learning more about our Dutch customers,” the company added.
“In time, we may explore bringing more of our product range to the Netherlands, but for now, our priority is to ensure the success of our Power Shakes.”
Additionally, Bol Foods plans future expansion into new markets for the shakes and is currently assessing “European opportunities as well as the UAE, but nothing is confirmed at this stage.”
These dairy- and gluten-free shakes are priced at €3.99 ($4.62) and are available in four flavors: chocolate, vanilla, salted caramel, and blueberry.
Made from whole-food ingredients like oats, nuts, banana, and dates, the shakes do not contain added sugars, gums, or emulsifiers.
To facilitate the launch, Bol Foods intends to invest in point-of-sale initiatives in key Albert Heijn locations and has established a logistics partnership with local distributor, Konings Zuivel.
Bol Foods considers the Netherlands launch a “natural fit,” highlighting the local government’s target for 60% of national protein consumption to be plant-based by 2030.
Paul Brown, founder and CEO of Bol Foods, remarked, “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.”
Founded in 2015, the London-based business transitioned to being dairy-free in 2018.
The company partners with “manufacturing partners across Europe” to produce its products, as stated by the group.
Privately owned, Bol Foods has majority ownership held by founder Paul Brown alongside a small group of private investors.