We are excited to share that our healthy snack-lunch pilot with JOGG and Jumbo Supermarkten has entered a new phase. After our first pilot earlier this year, we have now launched a second retail pilot offering secondary school students a healthier snack-lunch selection right where they shop most often.

The aim remains clear: making the healthy choice the easy choice. Young people often go for familiar products such as hot snacks, candy, or crisps during their lunch break. In this pilot, they will still find products that look and taste familiar, but with an improved nutritional profile.

Some of the frontrunning products available include:

• Zwamcijsje: a puff pastry roll with oyster mushroom filling, containing 32% less saturated fat compared to a traditional sausage roll
• MaGie Creations: a bread roll with a hybrid sausage made with nutrient-rich upscaled brewers grain residu, offering 3.5x more fibre than a regular option
• Food2Smile: colourful gummies free from sugar and rich in fibre, alongside crisps with 60% less fat

These producers, together with Jumbo Zetten, have stepped forward as true pioneers, showing that healthier product innovation can go hand in hand with keeping healthy profit margins for producers and retail. Their commitment makes it possible to test healthier solutions in a real-world retail environment.

This second pilot builds on our earlier learnings and provides a stronger foundation for gathering additional insights. By testing the products directly with students and monitoring buying behaviour, we are gaining valuable knowledge that will help shape future offers in retail and beyond.

This initiative also takes place during De week van ons eten (4–11 October 2025), the national week celebrating where our food comes from and the choices we make around it. It is a fitting moment to show how healthier, appealing options can become part of everyday routines for young people.