The fight for the Belgian shopper: Delhaize is launching SuperPlus Families, a paid family subscription

Delhaize is expanding its loyalty ecosystem with SuperPlus Families, a paid omnichannel subscription tailored to the needs of modern families. Priced at €12 per year, the formula combines everyday savings with added convenience and access to family-oriented experiences.

The free SuperPlus program remains unchanged at its core, offering promotions, personalized deals, loyalty points, and free click & collect. Recent updates include additional savings on plant-based private-label products and the removal of the minimum spending threshold, further enhancing accessibility.

With SuperPlus Families, Delhaize builds on this foundation. Members benefit from extra discounts on healthier products (Nutri-Score A and B), volume discount on purchases of 3 or more identical Delhaize products, and reduced delivery fees. The offer also extends beyond grocery shopping, with discounts of up to 50% on outings such as theme parks Plopsaland and Walibi Belgium.

A built-in savings calculator provides transparency, allowing customers to estimate potential benefits, while a refund mechanism ensures the subscription delivers tangible value. The former Delivery+ service has been reintroduced as SuperPlus Delivery, integrating additional advantages.

The new formula is particularly relevant for larger households, supporting Delhaize’s ambition to strengthen its position within the family segment. By directly funding the discounts, the retailer aims to drive both loyalty and sustainable growth.

CEO Alexandros Boussis underlines the broader objective: helping customers save time, make informed choices, and manage their household budgets more effectively. Increasing app usage and higher engagement with loyalty points reflect this evolving customer behaviour.

Philip Horemans (GSB): “Delhaize has gained market share over the last 18 months thanks to their Sunday store openings. The competition is following, which implies that new initiatives are needed to safeguard and further grow this position. Now they launch another tool to further differentiate from the competition, especially attacking market leader Colruyt with its “family” position. It’s new, modern and innovative, but time will tell if the model is sufficiently easy to understand”

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