Oct 10, 2025 (MarketLine via COMTEX) --
From this month, the shakes are being stocked in more than 700 Albert Heijn stores in the Netherlands.
UK-based Bol Foods has entered its first international market, launching its shakes across the Netherlands through local supermarket chain Albert Heijn.
From this month, its Power Shakes are being stocked in more than 700 Albert Heijn stores nationwide.
Bol Foods said the move meets "rising Dutch demand for healthier,natural and convenient food options".
In a statement to Just Food, the company described the shakes category as aEURoefast-emergingaEUR in the Netherlands.
"Consumers are increasingly looking for convenient, healthy options that donaEUR(TM)t compromise on real food nutrition aEUR" and thataEUR(TM)s exactly what our shakes deliver. TheyaEUR(TM)re a natural fit for busy lifestyles, and we see a great opportunity to help more people eat well on the go", it said.
While Bol Foods also manufactures ready-made 'one-pot meals' and soups, its focus remains solely on the shakes in The Netherlands.
aEURoeWe want to introduce them properly, build awareness around what makes them different, and get to know our Dutch customers,aEUR it said.
aEURoeIn time, we may explore bringing more of our range to the Netherlands, but right now, weaEUR(TM)re committed to making the Power Shakes a success."
Bol Foods also plans to expand into new markets with the shakes and said it is assessing "European opportunities as well as UAE but nothing confirmed at this stageaEUR.
Priced at ae3.99 ($4.62), the dairy and gluten-free shakes come in four flavours - chocolate, vanilla, salted caramel and blueberry.
The products are made from whole-food ingredients including oats, nuts, banana and dates and do not contain added sugar, gums or emulsifiers.
To support the roll-out, Bol Foods said it will invest in point-of-sale activity in key Albert Heijn stores and has set up a logistics partnership with local distributor Konings Zuivel.
Bol Foods described the Netherlands launch as a aEURoenatural fitaEUR, noting the local government has a target for 60% of national protein consumption in the country to be plant-based by 2030.
Paul Brown, founder and CEO of Bol Foods, said: aEURoeThe Netherlands is ahead of the curve when it comes to functional innovation. Dutch consumers demand more from their ingredients aEUR" and weaEUR(TM)re here to deliver with our delicious, natural, no-compromise recipes.aEUR
Set up in 2015, the London-based business became dairy-free in 2018.
The group works with "manufacturing partners across Europe" to produce its products, the group told Just Food.
The business is privately owned, with founder Paul Brown being the majority shareholder alongside a small group of private investors.
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