Increasing access of vulnerable groups to a balanced diet
A healthy and balanced diet should be within everyone’s reach. But that’s not always the case. Budget, time, knowledge or the environment in which you live can all pose barriers. As a retailer, we want to make it easier for our customers to make balanced choices. With affordable products, clear information and practical inspiration. We pay special attention to people in vulnerable situations.
What does Colruyt Group mean by a balanced diet?
At Colruyt Group, we define a balanced diet as one in which a person combines the right amounts of carbohydrates, fats, proteins, vitamins and minerals and eats a sufficiently varied diet.
We base our approach on scientific guidelines such as the Food Pyramid from the Flemish Institute for Healthy Living and the Nutrition Branch of Food in Action, which help us make choices, such as:
- more vegetables, fruit, whole grains and vegetable proteins,
- less meat and salt,
- limited soft drinks, alcohol and highly processed meat.
We apply these principles to the information, inspiration and recipes in our brochures and on our digital channels, and to the educational formats offered by Colruyt Group Academy.
What barriers do people in vulnerable situations face when trying to eat a balanced diet?
The barriers people in vulnerable situations face are linked to factors such as educational level, employment status, poverty, discrimination, and environmental factors...
A limited budget makes it easier to choose cheaper products with less healthy ingredients.
Limited knowledge and skills in interpreting nutrition labels, dealing with misleading marketing messages, and cooking healthy meals.
Environmental factors such as living in a neighbourhood with few stores, or eating habits passed down in the family.
A lack of time causes people to fall back on convenient habits.
Practical limitations such as whether one has a car, a well-equipped kitchen, or sufficient storage space.
Why do we want to increase access to a balanced diet for people in vulnerable situations?
Nutrition plays a major role in our health. People who eat a balanced diet are more likely to enjoy a better quality of life. Yet we still see clear health disparities among different population groups. Access to healthy food plays a key role in this.
As a food and health retailer, we embrace our social responsibility and prioritise preventive health, so that fewer people end up needing healthcare. Our guiding principle is simple: healthy food should not be a luxury.
How can we make balanced nutrition more accessible to people in vulnerable situations?
Almost all of our food stores have a one-on-one partnership with local branches of food aid organisations such as the Food Banks. Surplus food is systematically donated. In 2025, more than 10,000 metric tons of surplus food from our stores went to people in need. We also hold an annual food collection campaign with our customers.
For many people, budget is a key factor in their food choices. It makes sense that we look for solutions for these people. Many of our recipes cost less than €2.50 per person. We also publish a recipe booklet every two weeks (Aan tafel in 1-2-3 euro), which is available free of charge through social organisations such as the OCMW. Our own dietitians check that the recipes are nutritionally balanced.
Our own-brand ranges, Boni and Everyday, are a key factor in helping our customers on a tight budget. By systematically making these products healthier (less fat, sugar and salt, and more fibre), we make it easier for them to make balanced choices. Eating more plant-based foods is also a way to live a healthier and more environmentally friendly life. That’s why, with Boni Plan’t, we ensure these products remain recognisable and affordable.
Healthy eating is also about knowledge and skills. Our Colruyt Group Foundation supports several projects that enable young people to hone their cooking skills. Examples include DREAMKITCHEN, Gezond Groeien and Tandemmm. The Colruyt Group Academy is also committed to education, offering, for example, a free digital guide and webinar on healthy eating and parenting.
The Nutri-Score on packaging allows products within the same category to be compared in terms of nutritional value. The label therefore makes it easier for everyone to make informed choices. Finally, through Colruyt Lowest Prices, we are also a supplier for the ‘Oog voor Lekkers’ educational school programme. The programme introduces pupils to different types of vegetables, fruit and dairy products. What you learn in your youth lasts a lifetime!
