Our Purpose
Our manifesto
Europe has a problem on its plate.
Food has never been more abundant, yet health is in decline. Over 80% of deaths are linked to preventable diseases like heart disease, obesity, and diabetes. Modern diets are tasty, cheap and convenient, but too often at the expense of our health and our planet. Consumers’ trust has never been lower. While shelves overflow with highly processed products, natural and healthy options remain limited. We are told to choose: taste or health.
It’s time to rethink what we eat, and why.
Born in a time of scarcity, GBfoods was founded to make protein-rich meals accessible to all, building trust through transparency. Ninety years later, present in half of European households, we are committed to carrying that legacy forward: helping millions eat better and shaping the future of food.
At GBfoods Europe, we believe food is more than food. It’s joy, culture, and connections. It’s nourishment for our bodies and our souls. We envision a world where memorable daily meals can also empower healthy lifestyles. That’s why we stand for Taste You Can Trust. Through food that is: Rich in flavour. Naturally healthy. Rooted in traditions. Accessible to all. Bringing you authentic and flavourful broths, soups, noodles and sauces. Cooked in our kitchens with love as you would do at home. Committed to transparency to rebuild your trust, while respecting our planet.
Do you want to join our table?
Our commitment
We aim to promote healthy dietary choices, without compromising on taste or affordability. In Europe, food is plentiful, yet health is in decline. Poor dietary habits are driving chronic diseases across the region. We’re here to provide better food: food that is nutritious, trustworthy, and meaningful, and aligned with global public health priorities.
Our approach
For us, food is more than just food. It’s joy. Culture. Connection. We believe food plays an important role in everyday wellbeing, which is why better food should be enjoyable, accessible, and something people can feel good about choosing.
We bring our purpose to life by transforming our portfolio and continuously improving our products, guided by three pillars: we create food that people love, can enjoy every day, and trust for themselves and their families.
TASTE
We believe great taste is essential because healthier choices should never mean compromising on enjoyment. Our products are rich in flavour and crafted to deliver delicious taste people love. Inspired by local recipes and culinary traditions, our products deliver the authentic tastes people know and love, while also embracing new flavours and food experiences. By combining tradition with innovation, we create food that brings pleasure to every meal.
YOU CAN
Our products are designed to be accessible and affordable to all, helping more people enjoy tasty meals every day. We create food that fits naturally into everyday life, from quick lunches to family dinners. We aim to make mealtimes more convenient with solutions that are simple to prepare, enjoyable to eat, and adaptable to different needs and lifestyles. We help make good food an easy choice every day.
TRUST
We want consumers to feel confident about the food they choose for themselves and their families. That’s why we continuously improve the nutritional profile of our products, so they can be enjoyed as part of a balanced lifestyle. We strive to use ingredients that people recognize and understand, while moving towards simpler, more natural recipes whenever possible. We are also committed to increasing transparency across our value chain, from sourcing and manufacturing to labelling and communication.
Our progress
Since 2023, we have completed more than 480 product renovations, reflecting our ongoing commitment to improving the nutritional profile of our portfolio — over 165 of them in 2025 alone, reducing salt and saturated fats while increasing vegetables, proteins and fibres.
Today, 63% of our portfolio is nutritionally balanced, up from 61.5% in 2023, on our way to 75% by 2030 and a fully healthy portfolio by 2035.
In 2025 we launched major innovations to build a naturally healthy portfolio: Liebig’s “Soup in a Bowl” in France, rich in vegetables and a source of fibre, topped with crunchy multigrain seed croutons; D&L’s vegan mayonnaise in Belgium, the same iconic taste with no egg; Touch of Taste ready-to-heat sauces in Finland and Sweden; and Erasco premium soups in glass jars in Germany, made with 100% natural ingredients.
We also renovated Erasco recipes with 8% less saturated fats, and Blå Band is now palm oil free.
Earlier renovations continue to deliver: 57% less saturated fats in Low-Fat D&L Mayonnaise (Belgium), 11% less salt in Liebig soups (France and Belgium), 3% less salt in Tigullio pesto (Italy), and 10% less sugar in Grand’Italia Bolognese sauce (the Netherlands).
All developed in line with our internal nutrient profiling approach based on World Health Organization (WHO) nutritional guidelines.
For more information, please access the full Impact Report 2025.