Twenty-five years ago, the first Bio-Planet store opened its doors in Kortrijk. What began as a niche concept focused on organic food has grown into an established Belgian brand with 40 stores, more than 450 employees and a clear ambition for the future: to become the sustainable market leader in healthy, natural food and personal care
When Bio-Planet opened its first store in Kortrijk in 2001, organic food was still a niche market. As the very first supermarket built entirely around organic products, it offered a concrete response to customers looking for purer food at a time marked by the dioxin crisis and a series of food scandals.
Organic as our compass, health as our direction
Today, organic products remain at the heart of the Bio-Planet range, but the mission has evolved. Consumers not only expect products that are good for the planet, but also for their own health. That is why health now plays a central role in the brand’s continued development. Customers can see this in every aspect of the store: first and foremost in the product range, but also in the information and inspiration provided and in the store design
“Organic used to be the goal; today, it is a means to an end,” explains Jan Van Holsbeke, Business Unit Manager at Bio-Planet. “Over the years, we have added new layers to our product charter: first sustainability, and now health. We want to help customers make conscious choices for themselves and their surroundings, without losing sight of our organic foundations".
A quarter of a century of experimenting, learning and growing – from insects to an in-store food service concept
Bio-Planet’s history is one of pioneering. Not every innovation proved commercially successful, and some ideas were simply not right for their time. The chain experimented with hybrid burgers, insect-based products and package-free liquid personal care products, among other things. At one point, the stores even made room for a food service concept.
Some initiatives disappeared, while others returned years later in a new form. “Plants and flowers, which were unsuccessful in the past, are now part of the range again, driven by consumers’ growing interest in a healthy living environment,” says Van Holsbeke. “Not every idea was wrong; sometimes it was simply ahead of its time. Bio-Planet has always dared to experiment. That entrepreneurial spirit has been part of our DNA for 25 years. Many innovations did go on to become successful and were later adopted by mainstream retailers. Kefir, kombucha and buckwheat pasta are just a few examples: we gave them a chance long before conventional retailers discovered them and brought them to a wider audience.”
The product range has evolved significantly. Over the years, products have been removed, adapted or replaced based on stricter health and nutritional criteria. “This critical approach to our range is now one of the key features that sets our concept apart, and it also inspires trust among customers. We have deliberately set a high bar for health, focusing on the issues that matter to today’s consumers. These range from gut health and concerns about sugar intake to women’s health, intolerances and much more. We want our range to meet those needs, which means applying strict, relevant criteria across many product categories. We have also included these in our own product charter,” Van Holsbeke adds.
Bio-Planet also has a number of long-standing favourites. Products such as Abinda’s vegetable pâtés have been part of the range for a quarter of a century, while suppliers including Het Hinkelspel and Fresh & Veggie have been on board from the start. Several current employees were also there at the very beginning.
Evolving into a profitable growth model
In recent years, Bio-Planet has worked intensively to transform its business model. The concept streamlined its processes, switched to digital leaflets, optimised logistics and thoroughly reviewed its product range. This created room for a clearer, stronger offering, a simpler structure for service counters and a greater focus on urban locations. Those choices have paid off. Today, Bio-Planet makes a profitable contribution to Colruyt Group’s results.
New partnerships are also expected to support further growth. Since the end of 2025, customers have been able to combine products from Colruyt Lowest Prices and Bio-Planet in a single Collect&Go order. This enables Bio-Planet to reach new target groups and make its unique range accessible to a wider audience. Partnerships with organisations such as the Professional Association of Dietitians and with brands such as Pit&Pit also create new opportunities to advance the company’s health ambition.
Looking ahead to the next 25 years
With 40 stores in Belgium and Luxembourg, Bio-Planet is now looking ahead to a new phase of growth. The concept is investing in urban store formats and new partnerships within Colruyt Group’s health ecosystem. Its ambition is clear: to become the sustainable market leader in healthy, natural food and personal care. Jan Van Holsbeke concludes: “We want to reach every consumer who wants to be, stay or become healthy. We want every vegetarian and vegan in Belgium to know us, and every family that needs to follow a gluten-free or lactose-free diet. We want to reach everyone who enjoys tasty, pure, pesticide-free food, as well as anyone who simply wants to experiment with new flavours and original products.”
A promotional campaign celebrating Bio-Planet’s anniversary is currently running in all stores. More information is available here: Bio-Planet 25th Anniversary Promotion.
