Momentum continues to build for BOL, as the brand announces another major milestone for power shakes – 100% nutritionally complete meals made with real, whole food ingredients and no artificial sweeteners, preservatives, gums or added sugar.
This October marks the first international launch for BOL, with an exclusive roll-out across more than 700 Albert Heijn stores, the Netherlands’ largest retailer.
Powering natural nutrition, without compromise:
One of the UK’s fastest-growing plant-powered brands, BOL is bringing its Power Shakes exclusively to Albert Heijn, meeting the rising Dutch demand for healthier, natural and convenient food options.
Already a household name in the UK, BOL is recognised by over half of consumers aged 25–34 (52% brand awareness, YouGov, April 2024). Now, the brand is introducing its whole-food innovation to the Netherlands – a market leading the charge in clean-label and functional nutrition.
“We’re incredibly proud to take BOL Power Shakes international with Albert Heijn,” said Paul Brown, Founder & CEO of BOL. “The Netherlands is ahead of the curve when it comes to functional innovation. Dutch consumers demand more from their ingredients – and we’re here to deliver with our delicious, natural, no-compromise recipes.”
A natural fit for the Dutch market:
The launch aligns with both the Dutch government’s protein transition goals and Albert Heijn’s nutrition commitments, as consumer demand for healthier choices continues to rise:
• 40% of people actively seek out healthy ingredients in their food and drink
• 1 in 5 closely reads nutrition labels
• Clean-label, plant-based and vegan trends are rapidly accelerating
(Source: Euromonitor, Global Organic Trade)
The Netherlands aims for 60% of national protein consumption to come from plant-based sources by 2030, while Albert Heijn targets 50% plant-based protein sales by 2025.
BOL power shakes meet these needs head-on. Made with real, whole-food ingredients, they are high in protein and fibre, fortified with 26 essential vitamins and minerals, and completely free from emulsifiers, gums and added sugars – offering complete nutrition, naturally.
Leading the smart food revolution:
Globally, the complete nutrition market is booming – projected to grow from $5.85 billion in 2024 to $7.9 billion by 2029, with ready-to-drink (RTD) shakes leading at a 7.7% CAGR.
In the Netherlands, the Smart Food Drinks category is still in its early stages, with just 7% household penetration – but expected to triple to 25% within three years (Source: The Business Research Company, May 2024).
To accelerate growth, BOL will invest in:
• Point-of-sale activation across key Albert Heijn stores
• Strong promotional support to drive trial and awareness
• Above-the-line marketing, influencer partnerships and PR
• A logistics partnership with Konings Zuivel
“We’re not just launching a new product — we’re driving a new way to eat and drink,” added Brown. “Our Power Shakes combine health, taste and convenience. We’re here to fuel the Dutch protein transition, one bottle at a time.”
Available now:
BOL power shakes come in four flavours: Chocolate, Vanilla, Salted Caramel and NEW Blueberry. Already listed in major UK retailers including Tesco, M&S and Co-op, and available online via BOLfoods.com, Ocado and Amazon, the range is now launching in the Netherlands exclusively at Albert Heijn.
