Restaurateurs want to offer their customers unique epicurean experiences linked amongst others to certain regional or cultural aspects. For them organic and responsible products are among the key ingredients to differentiate from others. At the same time these products are at the core of transforming the world’s challenges around sustainable consumption and production into opportunities.

METRO expands its assortment continuously, helping our customers to stay unique and fulfil the needs of today’s and future generations and stands strong for sustainable use of resources.

Customers can distinguish themselves by buying organic and responsible products. Of course this is cross-linked with how we at METRO source our products and covers aspects like supporting more sustainable agriculture, making a positive impact on animal welfare, offering expertise in developing suppliers, supporting local culinary traditions and its farmers, providing a route to market for otherwise forgotten species, optimizing the packaging of products. To learn more please read [link to strategy wheel]

Nutritional improvement of own brand products

Every day METRO strives to empower its more than 24 million customers to make healthier choices for their businesses and families by offering a growing range of reformulated, ultra-fresh and organic oriented products.

To achieve this goal, we have developed clear guidelines and targets.

By carefully selecting their products, our customers can create a positive impact on the environment as well as on the health of their own customers. Just think about more regional, fresh and organic food. And food with less sugar, salt, trans-fat and artificial additives. We support this by providing clear and easily accessible information about nutrients and ingredients, and by leveraging digital solutions.

In FY 2019/20 METRO has used its expertise to improve its own brand recipes specifically for professional customers by reformulating:

  • 88 products regarding less salt
  • 51 products regarding less sugar

With regards to the implementation of METRO’s clean label approach, METRO reformulated 132 products by removing some of the additives from the ingredient list.