The Colruyt Group is giving members of its Jims fitness chain a discount on fruit and vegetables in its supermarkets.
Anyone who takes out a membership at Jims and trains three times a week will receive a discount in the fresh food section.
“This is the first time Colruyt has linked the brands in its portfolio,” retail expert Els Breugelmans of KU Leuven told VRT NWS De Ochtend. “They’re doing this via the Xtra card and have been preparing for it for some time.”
Colruyt took over Jims in 2021. Breugelmans says the group wants to show that it’s a force in both the food and health sectors, rather than just a pure price competitor.
The store used to have a strong family focus. Now its attention is shifting towards a more urban and younger market.
“They want to give sporty people a helping hand and encourage them to shop at their supermarket,” Breugelmans said. “You probably won’t just be walking out with bananas and protein supplements.”
There is fierce competition within the sector, but this concept cannot simply be copied, she added. “The fitness chain in their portfolio is unique. And it’s a trend: other supermarkets are also focusing on health.”