Upfront opens first junk-free supermarket in Rotterdam

One kind of peanut butter, one kind of chips, and zero E-numbers. The first supermarket in the Netherlands where you really know what you're buying has opened in Rotterdam. Welcome to Upfront .

Honestly? The ingredient list on the back of products is often a mystery. Maltodextrin, sodium caseinate, modified starch... doesn't exactly sound like something you'd consciously add to your shopping cart. Rotterdam-based brand Upfront takes a radically different approach. On December 6th, they opened their first supermarket, and it's unlike anything you've ever seen. We would have loved to have been there ourselves, but we just couldn't make it—we'll definitely be going soon!

No choice stress, just honest products

While an average supermarket has around 20,000 products on its shelves, Upfront has about 185. One kind of cola, one kind of pasta, one kind of peanut butter. It might sound limited, but that's precisely the point. No endless fumbling around in front of the shelf while you're debating between thirty varieties of oatmeal.

All products are free from artificial additives, flavors, and flavor enhancers. The ingredients list? It's not hidden in tiny print on the back, but prominently displayed on the front. "People need to know what they're putting in their mouths," says co-founder Mark de Boer. I completely agree.

Follow Upfront on Instagram .

From protein bars to a full-fledged supermarket

Fun fact: Upfront started six years ago as a sports nutrition brand. The founders saw how much junk there was in that industry and decided to do things differently. Their bars and shakes became a hit and are now available at major supermarket chains throughout the Netherlands. The logical next step? Their own supermarket with the same no-nonsense approach.

The store is located on the grounds of the Van Nelle Factory in Rotterdam, next to the head office. This was a deliberate choice: the team wants to focus on gathering feedback and perfecting the concept in the first few months. Only if it works here will more locations follow. The ambition is ambitious: ten stores by 2026 and ultimately a thousand throughout the Netherlands.

Affordable without compromise

The great thing about Upfront? Healthy eating doesn't have to be expensive. A fresh sourdough loaf costs €2.50 here. They consciously compete with the store-brand prices of Albert Heijn and Jumbo. No marketing gimmicks or confusing offers, just fair prices.

Nearly 2,500 customers visited during the opening weekend, generating a turnover of around €100,000. Apparently, there are plenty of people ready for a supermarket that does what it says.

Want to check it yourself?

The Upfront Supermarket is currently open Friday through Sunday, from 8:00 AM to 10:00 PM. Starting at the end of January, you can visit every day. You'll find the store at Van Nelleweg 1 in Rotterdam. So, do a quick Google search, as it's not your typical high street location. But that's precisely what makes it worth a visit.

Whether you're obsessed with what you eat or simply don't feel like deciphering a chemistry book while grocery shopping, Upfront makes it easy. Transparent, honest, and straightforward. Exactly how grocery shopping should be. Hopefully, they'll open an Upfront in The Hague soon!