Tuesday, August 5, 2025
For the past few weeks, the Pit & Pit brand has been available in the aisles of Bio-Planet stores. A collaboration that makes perfect sense, given both brands share the mission of making healthy food more accessible. Pit & Pit stands out thanks to its range of exceptionally pure products — free from added salt, flavour enhancers, or additives, yet rich in authentic flavour.\u202f The new range of loose teas and spices is now available in all 41 Bio-Planet stores in Belgium and Luxembourg.
Since 2001, Bio-Planet has been committed to making healthy, organic food more accessible. In all 41 of its stores, nearly 100% of the product range is organically sourced. This strong commitment has helped Colruyt Group become the market leader in organic food in Belgium.
Pit & Pit's journey began in 2011 in Hoogstraten, with a clear goal: to make high-quality healthy food accessible to everyone. With its local roots and sustainable approach, Pit & Pit has grown into a trusted name in natural food over the years. The brand offers pure products, free from unnecessary ingredients, selected for their true taste and nutritional quality.
It is only natural that these two Belgian names would join forces this year in a new collaboration: “This partnership with Pit & Pit perfectly reflects our ambition at Bio-Planet — to make organic, healthy and sustainable food accessible to as many people as possible, while supporting local partners who share our values,” says Withney Polfiet, Category Management at Bio-Planet.
Sven Van Gucht, CEO of Pit & Pit, shares the enthusiasm: “Our collaboration with Bio-Planet feels like a natural fit, as we share the same mission of making healthy food accessible and easy. Bio-Planet reaches a loyal audience that places great value on health,” he explains.
Demand from consumers for pure products, free from added salt and flavour enhancers, is rising sharply. With this partnership, Bio-Planet and Pit & Pit are offering a concrete answer to this need: natural food that’s full of flavour, respectful of both the body and the environment.
As part of the collaboration, ten Pit & Pit products — teas and spices — have been added to the shelves of the 41 Bio-Planet stores. These products are all-natural, without additives or flavour enhancers, and meet strict quality standards, including sustainable packaging. Pit & Pit also favours a transparent and as short as possible supply chain in their production process.
In the offer, you can discover five caffeine-free teas: a morning tea for a natural energy boost, a noon tea for balanced and renewed concentration in the early afternoon, a gentle and relaxing tea to drink before bedtime, a stress-reducing tea to release tension, and a tea to soothe the stomach after a meal.
The spice selection includes five salt-free, flavour-enhancer-free options that deliver rich flavour through natural ingredients: vegetable bouillon powder, chopped herbs for meat, and spice blends for chicken, spaghetti, and fish — ideal for enhancing everyday dishes.
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