Acquisition of Smulweb by Jumbo

Jumbo has reached an agreement with the owner of the Nr.1 Dutch food and recipe platform Smulweb.nl to acquire all of its on-line activities, including the Smult magazine.

Smulweb has more than 3 million unique monthly visitors who create recipes and advise each other about delicious and healthy food. Smulweb has been named Website of the Year in the culinary category in both 2016 and 2017. The wealth of recipes and information about food Jumbo receives with Smulweb is a great addition to Jumbo’s existing offer of advice and inspiration. Through this acquisition the Jumbo strategy aimed at customer convenience and food experience will receive an extra boost

Moreover, Smulweb has found the ideal growth engine in Jumbo. Together they can accelerate the platform’s growth and make the most beautiful recipes available for everyone in the Netherlands and Belgium.

August 22nd, 2018 (announced)

Client: Jumbo
Target: Smulweb
Buyer: Jumbo
Seller: Mr. M. Slegt