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Jan Doldersum - Rijk Zwaan

"We aim to inspire retailers and traders worldwide to drive further growth of the snack category"

More and more consumers are opting for a healthy lifestyle, and that includes incorporating healthy snacks – whether for eating while out and about, at work, after exercise or at parties. This trend inspired Rijk Zwaan to develop a brand specifically for its growing snack range.

Jan Doldersum: “In mature markets such as Western Europe and the USA, SN!BS can stimulate retailers to broaden and deepen their category of healthy snacks. Meanwhile, retailers in emerging markets such as Brazil, South Africa, the Middle East and China are looking for a total solution for the snack category. In that context, retailers can embrace SN!BS as a consumer brand. In other words, our new snack brand can be used very flexibly. We will be presenting our first packaging ideas for the brand at Fruit Logistica too.”

With the launch of SN!BS, we aim to inspire retailers and traders worldwide to drive further growth of the snack category and help consumers make healthy choices,” comments Jan Doldersum, Manager Chain & Retail. The launch of SN!BS is a good fit with ‘Stronger together’, which is Rijk Zwaan’s theme for Fruit Logistica 2020.

The SN!BS snacks
The SN!BS brand is a line of small, healthy snack vegetables that you can eat on the go, share with friends or serve to guests. Rijk Zwaan offers a very varied assortment, ranging from the familiar snack vegetables such as tomatoes, peppers and carrots to more unusual options such as radish, celery, melon, snack lettuce, kohlrabi and cauliflower. “The SN!BS brand enables us to promote the whole spectrum of snack vegetables. Because we have such a wide range of vegetables at Rijk Zwaan, lots more innovations are possible – in terms of both snack vegetables and product combinations. We’re keen to exchange thoughts and ideas with our chain partners,” continues Doldersum.

The SN!BS goals
Rijk Zwaan is aiming to accomplish several different goals with the SN!BS brand. It hopes that an integral umbrella brand will inspire traders and retailers around the world to drive further growth of the snack category and help consumers to make healthy choices. Intensive collaboration with partners is also aimed at achieving more impact in the chain, as underlined by the company’s theme for the trade fair: ‘Stronger together’.

Rijk Zwaan will be in Hall 1.2, D-04. To arrange to meet a Rijk Zwaan expert, sign up via 

This year, once again, you can also make an appointment to visit the Retail Center in the heart of Berlin. To sign up, go to: 

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