Discover everything about the new Upfront supermarket! Will it become a chain or remain a single store? Read what makes this supermarket so special in 2025-2026.
Patriek PaapThe Upfront supermarket
Is a new supermarket chain coming or will it stay at just 1 supermarket? The Upfront supermarket is and remains 1 big topic in the last month of 2025 and the first month of 2026. But what makes it so special and will there be more? We're going to answer that question for you!
Pop-up store in Utrecht
Before Upfront had opened their own supermarket, they tested with a pop up store at Utrecht Centraal. This pop up opened on January 9th and was there until January 19th. This pop up turned out very positively and with the revenue from this pop up, Upfront was able to work towards opening their first physical store.
Will there be more Upfront supermarkets coming?
Upfront's goal for 2026 is to open 10 physical supermarkets spread across the Netherlands. Where exactly and when exactly is not yet known but they are working towards this.
The first Upfront supermarket
Upfront has opened the first Upfront supermarket on their own premises: Van Nelleweg 1, which is open through January and is open on Friday, Saturday and Sunday between 8:00 and 22:00.
In this physical store, healthy food is central - here they don't sell supplements but normal groceries. You can get almost all your groceries here, as they have: carbohydrates, flavor enhancers, spices and herbs, animal products, dairy, vegetables and fruit, juices, coffee and tea, sandwich fillings, nuts and seeds, snacks, frozen products and fermented products. Among these groceries, there isn't a single product that is ultra-processed. And this is where Upfront stands out from its competitors.
Is it for you?
Upfront shows through social media that many supermarkets sell a lot of ultra-processed food. Upfront also shows that this isn't necessary - they produce and sell products with significantly fewer ingredients and have set up a supermarket where they sell 186 grocery products, none of which are ultra-processed.
This makes Upfront a good alternative if you want to be more conscious about your nutrition and when you're involved in endurance sports and/or strength training. So, will you be paying a visit to the Upfront supermarket?
About the author Patriek Paap
Patriek woont en werkt in bruisend Amsterdam. Als DJ trad ze op in binnen- en buitenland en zag ze de opkomst en het mainstream worden van de moderne elektronische muziek. Ze kent de leukste uitgaansplekken, houdt van katten en staat bekend als een geboren organisatietalent.
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