Wolt Market Denmark Becomes First Supermarket Outside the Netherlands to Adopt Protein Tracker, Supporting Shift to Plant-Forward Diets

Wolt Market Denmark has become the first supermarket outside of the Netherlands to adopt the Protein Tracker tool, developed by the Green Protein Alliance and ProVeg Netherlands. This tool helps to increase the share of plant-based foods on supermarket shelves by tracking the sales of protein from plant-based and animal-based sources. By utilizing this tool, Wolt Market Denmark aims to support the transition towards healthier and more sustainable diets.

The Protein Tracker has been successful in the Netherlands, where 85% of the retail sector now measures and publicly discloses their protein sales data. Danish supermarkets are now being encouraged to follow Wolt Market Denmark's example in utilizing the Protein Tracker to drive the shift towards a more plant-based diet. This initiative aligns with recommendations from the Eat Lancet Commission's Planetary Health Diet and is seen as a vital step towards achieving more sustainable food consumption practices globally.