ZAANDAM, Netherlands — Ahold Delhaize is expanding its commitment to healthier living across its U.S. banners, utilizing loyalty programs, nutrition education, and reformulated products to make nutritious choices more affordable and accessible for millions of shoppers.
The global retailer, whose banners serve 72 million customers weekly, stated that the United States is central to its efforts, with Giant Food, Hannaford, Food Lion, Stop & Shop, and other brands actively incorporating nutrition guidance and healthy-living tools into everyday shopping.
Guiding Stars drives nutrition decisions
At the center of the U.S. strategy is the Guiding Stars nutrition program, a system that ranks products as “good, better or best” to help customers make more informed purchases at a glance. Giant Food’s Flexible Rewards loyalty program doubles points on items rated by Guiding Stars, providing tangible savings and reinforcing nutritious habits. Points can be redeemed for essentials, making better choices directly rewarding.
Food Lion has been expanding community engagement through Guiding Stars Nights, transforming stores into interactive classrooms where children and families learn how to locate and choose wholesome options on the shelf. These events are designed to demystify nutrition labels and encourage families to cook and eat together with healthier ingredients.
Meanwhile, Hannaford is investing in digital nutrition education, including its Healthy Living video series, which helps shoppers identify healthier options, understand portion control, and incorporate more fresh produce and whole grains into their daily meals. Stop & Shop and other banners also provide free access to registered dietitians online, connecting shoppers with professional guidance at no cost.
Reformulation supports U.S. private brands
Ahold Delhaize banners are also reformulating their own-brand products with the U.S. shopper in mind. Building on lessons from Europe, banners are reducing sugar, sodium and saturated fat in private-label assortments while introducing new options that balance affordability, nutrition and convenience. The company stated that control over its value chain enables changes to be made quickly and scaled across banners, resulting in healthier outcomes for consumers without increasing costs.
Loyalty and personalization expand reach
Personalization remains a key driver. In addition to Giant’s loyalty program, Ahold Delhaize banners are piloting digital tools to encourage healthier baskets through targeted promotions and coupons. By linking nutrition education with loyalty rewards, the company aims to build longer-term shopping habits that benefit households while deepening brand engagement.
Community and children’s health initiatives
Ahold Delhaize is also aligning with schools and community organizations across the U.S. to reach younger consumers. Programs like Food Lion’s Guiding Stars Nights and Hannaford’s partnerships with local schools are designed to instill early awareness of nutrition, hydration, and physical activity. The company said it views these initiatives as essential investments in public health and brand trust.
A global effort with local impact
While U.S. efforts are gaining momentum, Ahold Delhaize continues to pursue global initiatives, from Albert Heijn’s product reformulation in the Netherlands to Delhaize Belgium’s move to remove added salt from canned vegetables. The company’s scale allows it to test best practices in Europe and quickly adapt them for U.S. shoppers.
At the group level, Ahold Delhaize has also partnered with the Global FoodBanking Network to help reduce food insecurity while cutting food loss and waste—an effort that reinforces its goal of making healthier living part of everyday life in the U.S. and beyond.
