New steps in our health strategy
Interview with Stefan Goethaert and Lisa Colruyt
With a well-considered approach, Colruyt Group wants to continue to grow from a trusted food retailer to a true partner in health. Why is this so important? CEO Stefan Goethaert and Lisa Colruyt, responsible for health at Colruyt Group, explain.
Interview 11/03/2026
Colruyt Group is known as a food retailer. Now, you want to expand this focus to food and health retailer. Why?
Stefan: "Our roots are indeed in the food sector, for nearly 100 years now, which is still our main activity. But from our entrepreneurship, we want to respond to the needs of customers and society as well. Health is the clear number one. Customers have been asking for support in working on their health for some time. We are therefore responding to an important customer need. In addition, we take our social responsibility, because prevention is crucial to keep our healthcare, which is under pressure, affordable."
Lisa: "That's right. We are convinced that the public and private sector can reinforce each other to tackle this health challenge."Today, too many people are still dealing with diseases that can be avoided. And society is paying a lot to cure those. What if, together, we could focus more on prevention – and thus prevent those conditions in the first place? By encouraging people to adopt healthier habits, such as exercising more and eating healthier."
Critics say 'stick to what you know'. What is your response?
Stefan: "This is what we know. For us, the step from food to health makes sense: food is an important part of health, along with exercise and personal well-being. That's why, as a group, we are working on an offer that responds to all these aspects.e"
Lisa: "We already started this journey at the start of this decade, when Newpharma and Jims became part of the group. For all of those saying we want to do too much: we made the clear choice a long time ago to focus on food and health. Because we are convinced that this is where we can make a difference."
We want to help ensure that prevention and cross-sector collaboration become the norm.
You are convinced that you can make a difference. How?
Stefan: "Because we reach so many people on a daily basis, we can make an important contribution. With our different brands, we reach different target groups. And these brands are also nearby: in every village and city, there's a store and our online formats also reach many people. This allows us to make health accessible to everyone. Moreover, our brands are complimentary and this allows us to offer a wide and integrated range of solutions."
What are you already doing today to make these health ambitions concrete?
Lisa: "Our different brands are already doing a lot. As Stefan said, we want to make the inspiration and offer really accessible. A healthy lifestyle is about the choices you make every day: healthy food, exercise, better sleep and less stress. And this doesn't have to be complicated or expensive. For example, we continuously improve the composition and nutritional values of our private-label products. And at Colruyt and Okay, in addition to fresh and healthy food, we also offer health-supporting products, such as supplements. In this way, customers will always find what they need during one shopping moment."
"The healthy meal solutions from Foodbag, Bon and Délitraiteur also focus on this convenience. Jims provides personalised advice on exercise and Colruyt Group Academy organises webinars with tips on mental well-being. Another good example: our digital health platform Yoboo with its personal coaching programmes and recently a first lifestyle pharmacy."
Offering products or sports guidance is something else than entering the terrain of traditional healthcare. Why on earth are you opening a 'lifestyle pharmacy' now?
Stefan: "This pharmacy is in line with our vision and ambitions regarding health. Focusing on prevention is the ideal way to evolve in the pharma market from a purely transactional model to a partner role in health, close to the customer. Moreover, the Yoboo brand helps us to develop our integrated approach: it connects food, exercise and well-being, and reaches the customer both digitally – with the app – and physically – in this pharmacy."
Our intention is certainly not to take over from the healthcare sector. We all have our place and our role.
Doesn't this mean you're shooting yourself in the foot? What about your online pharmacy Newpharma?
Stefan: "Newpharma also remains an important brand with a lot of knowledge and connections. It's an important lever for the parapharmacy offer in our stores. Yoboo and Newpharma complement each other. Whereas Newpharma focuses on product and volume, Yoboo emphasises service and customisation. The combination of both brands offers added value to both the end customer and partner pharmacies."
Aren't you competing with traditional healthcare providers? Why do you think a retailer is allowed to assume this role?
Stefan: "Our intention is certainly not to take over from the healthcare sector. We all have our place and our role, and we think that's very important. However, we do want to help lead the way and work towards a society that pays more attention to prevention, together with different partners. Therefore, we don't assume a medical role, but a supporting role. For example, the lifestyle pharmacy offers the traditional pharmaceutical care, with a focus on coaching and prevention. We don't work instead of, but together with. We are therefore proud of our collaborations with healthcare providers, organisations and the government. With the Diabetes League, for example. Bio-Planet examined its product range according to their guidelines and organises tours with dieticians. And Jims offers after-care programmes for people with obesity, in collaboration with hospitals and the Belgian Association for the Study of Obesity."
Finally, what makes you a credible partner for health? Isn't it just about earning more?
Stefan: "We are using scientifically validated information and want to collaborate with reliable organisations – the healthcare sector, civil society organisation, NGOs, government bodies, etc. This allows us to develop specialised formulas, with expertise in their field. At the same time, we are transparent in our ambitions. We state our social role, but are not making any medical claims. Of course, we want a profitable business. We are still a commercial company and therefore want to be profitable. But healthier customers also remain our customers longer, of course."
Lisa: "Our ultimate goal is to support a preventive approach. By ensuring that the healthy choice becomes the easy choice. That customers are motivated to live a healthier life. And that they know how to do this. That collaboration becomes the norm. And prevention becomes a given."
