Online supermarket Picnic launches subscription model

By: Trademagazin editor Date: 2025. 10. 06. 09:26

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Online supermarket Picnic is launching a discount subscription in the Netherlands and Germany to encourage healthy eating: with Picnic Family, customers receive a 10% discount on fresh fruit and vegetables, extra offers, and more delivery options.

The Picnic Family subscription costs 2.99 euros per month, or 3.99 per month for those who want to be able to cancel on a monthly basis. The subscription quickly saves customers three to four euros per order, says the company, which is offering a so-called benefit guarantee: customers who do not recoup the subscription costs will be refunded the difference.

“Healthy eating is important, and we want to encourage it and make it more accessible with the discount subscription,” says Picnic co-founder Michiel Muller. “In addition, we reward loyal customers who order frequently with extra discounts and more offers.” Picnic Family members also have the option of reserving delivery times. “Sometimes our trucks are full, but this way you can be sure that we have space for your preferred delivery time,” says Muller.

A pilot project to test Picnic Family with a large group of customers started September 30 in Haarlem, followed shortly thereafter by a test in Germany. The subscription will then be rolled out step by step in both countries.