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Together we’re shaping the diets that sustain us today and tomorrow. Whether it’s about offering more fruits and vegetables, crafting healthy recipes, or sourcing products responsibly, every choice at Picnic can be a step toward a healthier food system.
We make sure to offer great choices in every product category
We encourage you to try new, planet-friendly meals
We make it easy to find good food during your shopping experience
We evaluated our products for sugar, salt, saturated fat, and fiber using the standards of the Dutch National Institute for Public Health and the Environment. Based on the results, we’ve identified priority categories and are working closely with suppliers to improve formulations.Got dietary needs or just trying to eat better? Our online store makes it easy to find what fits you. Gluten-free, lactose-free, halal, or other needs, it’s all at the tip of your fingers — no wandering required. Designing intuitive ways to surface healthier, personalized choices is a core part of the challenge. We work on smart, human-centered search and filtering.
At Picnic, eating vegetarian or vegan is easy. Set your protein preferences in the Meal Planner — plant-based, animal-based, or a mix — and get instant access to recipes tailored to your taste. You can also shop plant-based products directly in their own aisle. Nearly every recipe includes vegetarian product alternatives, or lets you swap ingredients with just a tap. Right now, 39% of our protein assortment is plant-based. By 2030, we’re aiming to grow that to 60% — by adding more variety, flavor, and sustainable choices for everyone.

From curating plant-based products and crafting crave-worthy recipes, to running data-driven campaigns and user research that sharpens every interaction — it takes a team of buyers, creators, and digital thinkers to turn good intentions into everyday habits.
Over 12% of our Private Label products are certified for organic, animal welfare and other certifications, and we’re working to increase this share year over years. These labels help us — and you — identify products that meet higher sustainability standards, from free-range eggs to organic vegetables or Fairtrade coffee.
By clearly showing these labels in our app and on-pack, we’re helping customers be more informed about their choices. Our goal is to increase traceability of products so we can steer on the gaps we’re seeing and contribute to more fair and transparent supply chains. 
Every certified product reflects thoughtful decisions — better sourcing, stronger supplier relationships, and a clear strategy behind our Private Label.Â
