The Nutrition Center

What The Nutrition Center does

The Nutrition Center (Stichting Voedingscentrum Nederland), headquartered in The Hague, is a Dutch non-profit foundation established in 1941 that provides independent, science-based nutrition information and digital tools. It is funded primarily by the Dutch Ministry of Health, Welfare and Sport (VWS) and explicitly does not accept commercial funding, in order to preserve its independence. Its foundational product is the Schijf van Vijf (Wheel of Five), a five-section nutrition guide introduced in 1953 and refreshed in April 2026 based on latest scientific insights, which has become the de facto Dutch national reference framework for healthy and sustainable eating.

The organization operates a portfolio of four free mobile applications (Mijn Eetmeter food diary, 'Kies Ik Gezond?' product scanner, ZwangerHap pregnancy food safety app, and Slim Koken recipe app with approximately 2,000 recipes) and a suite of web-based tools including a BMI meter, Caloriechecker, Bewaarwijzer (storage guide), Voedselafdruk (environmental footprint), Eetwissel (food swap tool), and a recipe search engine. Underlying these is the Levensmiddelendatabank (Food Products Database), a proprietary categorization system that classifies products against Schijf van Vijf criteria and is used by the five largest Dutch supermarket chains to track healthy product sales via the Schijf van Vijf monitor, which showed approximately 40% of kg sold qualified in 2025. The website attracts 1.6 million monthly visitors.

Voedingscentrum's revenue model is government grant funding supplemented by modest webshop sales of professional materials and books to enterprise buyers. All consumer-facing content is free. The organization serves five distinct segments: Dutch consumers (primary), healthcare professionals (dietitians, GPs, practice supporters), educational institutions (primary, secondary, MBO schools), government and municipalities (GGD regional health services), and the food retail industry (Albert Heijn, Aldi, Jumbo, Lidl, PLUS). The organization employs approximately 60 people and is currently undergoing restructuring due to reduced government funding, having eliminated school canteen visits, neighborhood gatherings, GP support, and condition-specific counseling services.

Name

The Nutrition Center

Legal name

Stichting Voedingscentrum Nederland

Website

https://voedingscentrum.nl

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

51–100 employees

Short description

The Nutrition Center (Voedingscentrum) is a Dutch government-funded non-profit foundation that provides independent, science-based nutrition information, mobile apps, and digital tools to Dutch consumers, healthcare professionals, schools, municipalities, and supermarkets through its Schijf van Vijf (Wheel of Five) framework.

Ownership category

akta.pro rank

Product category

Nutrition Education and Public Health Information

NAICS

Diet and Weight Reducing Centers (812191)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Nutrition & Diet Education (Meal Planning, Macros, Healthy Cooking) (EDAAAHAA)

akta.pro secondary industries

General Nutrition Coaching (HSADAFAA), Meal Planning & Prep Coaching (Macros, Grocery Guidance) (HSADAFAN), Cardiometabolic Nutrition (Heart Health, Cholesterol, Hypertension) (HSADAFAG), Corporate/Workplace Nutrition & Weight Management Programs (HSADAFAO)

Keywords

• Nutrition education
• Healthy eating guides
• Food product database
• Digital nutrition tools
• Public health information

Headquarters

HQ city

The Hague

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Government Funding: Voedingscentrum is primarily funded by the Dutch government, specifically the Ministry of Health, Welfare and Sport (VWS). The organization operates independently without commercial interests and does not accept money from companies.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

The Nutrition Center (Voedingscentrum) provides independent, science-based information and practical tools to help Dutch consumers eat healthily, sustainably, and safely. Its core offering is the Schijf van Vijf (Wheel of Five) nutrition framework introduced in 1953, delivered free via the voedingscentrum.nl website, four mobile apps, and a suite of online tools (BMI-meter, Caloriechecker, Bewaarwijzer, Voedselafdruk, Eetwissel, Receptenzoeker), and reinforced for professionals through dedicated services, educational materials, and the Levensmiddelendatabank food product database.

Product overview

The Voedingscentrum (Nutrition Center) is a Dutch government-funded organization that provides free nutrition education and guidance. Their core product is the Schijf van Vijf (Wheel of Five), a science-based nutrition guide that has been a trusted guide since 1953. The organization offers a portfolio of complementary digital tools and mobile apps including Mijn Eetmeter (food diary), 'Kies Ik Gezond?' (product scanner), Receptenapp Slim Koken (recipe app with 2,000+ recipes), and ZwangerHap (pregnancy food safety app). Additional tools include the BMI-meter, Caloriechecker, Bewaarwijzer (storage guide), Voedselafdruk (environmental footprint calculator), and Eetwissel (food swap tool). They also maintain the Levensmiddelendatabank (food product database) that classifies products for the Schijf van Vijf.

Differentiator

Problem solved

Functional benefit

Brands

• Schijf van Vijf: The Wheel of Five - the iconic Dutch healthy eating guideline tool
• Mijn Eetmeter
• Kies Ik Gezond?
• Slim Koken
• ZwangerHap
• Mijn Nieuwe Balans

Products and services

• Schijf van Vijf (Wheel of Five) Core nutrition guide tool of Voedingscentrum that helps Dutch consumers eat healthily and sustainably, organized into five sections covering the recommended product groups.
• Mijn Eetmeter (Food Diary App) Free online food diary app that tracks nutritional intake and provides personalized Schijf van Vijf tips, including the 'Mijn Nieuwe Balans' weight-loss support module.
• 'Kies Ik Gezond?' (Product Scanner App) Free app that lets users scan, search, and compare food products to see whether they fit within the Schijf van Vijf and to discover healthier alternatives based on sugar, fat, salt, allergens, or vegetarian criteria.
• Slim Koken Recipe App Free recipe app with over 2,000 Voedingscentrum recipes, allowing users to adjust quantities, generate shopping lists, and save favorites.
• ZwangerHap Pregnancy App Free pregnancy-specific app that helps expecting mothers quickly look up which foods they can and cannot safely eat during pregnancy, with additional practical pregnancy nutrition information.
• BMI-meter Online calculator that determines Body Mass Index (BMI) from height and weight to help users assess whether their weight is within a healthy range.
• Caloriechecker Online tool showing calories and key nutrients (fat, saturated fat, protein, carbohydrates, fiber, salt) for food products.
• Bewaarwijzer (Food Storage Guide) Online food storage guide with storage advice for more than 2,000 food products, including practical tips for opened products.
• Voedselafdruk (Environmental Footprint Tool) Tool that shows the impact of a user's diet on land and water use and provides practical tips for reducing environmental footprint.
• De Schijf van Vijf voor jou Personalized tool that determines recommended daily intake amounts by age and gender using the Schijf van Vijf framework.
• Mijn Betere Keuze Step-by-step digital tool for healthcare professionals and consumers to reduce intake of calories, sugar, salt, or saturated fat.
• Receptenzoeker (Recipe Search) Recipe search tool with nearly 2,000 healthy recipes, filterable by dietary preference, calories, cooking time, and special diets including vegetarian, vegan, and diabetes-friendly.
• E-nummerzoeker (E-Number Lookup) Online tool explaining what food additive E-numbers are and where they are found in products.
• ZwangerHap Web Tool Web-based companion to the ZwangerHap app for looking up which foods are safe during pregnancy.
• Eetwissel (Food Swap Inspiration) Tool offering inspiration for small, manageable swaps within existing eating habits to make meals healthier and more sustainable.
• Boodschappenhulp Dierenwelzijn (Animal Welfare Shopping Guide) Overview of all known Dutch animal welfare certifications and their meanings to help consumers make informed purchasing choices.
• Mijn Nieuwe Balans (Weight Loss Program) Weight-loss support program integrated within the Mijn Eetmeter app, helping users lose weight as their own expert with guided support.
• Voedingscentrum Webshop Online shop offering cookbooks, brochures, cooking books, and tools such as the Eetmaatje portion guide and refrigerator thermometer, including professional bulk-order accounts.

Quantifiable outcome

• Approximately 40% of supermarket product sales (by weight) are Schijf van Vijf products among the 5 major Dutch supermarkets in 2025
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• RIVM (Rijksinstituut voor Volksgezondheid en Milieu)coreStrategic or Co-development Partner · 30 June 2026RIVM collaborates with Voedingscentrum on the Schijf van Vijf monitor, designed and conducted together with Wageningen University & Research. The monitor tracks sales of Schijf van Vijf products in Dutch supermarkets as part of the National Prevention Agreement evaluation.
• Wageningen University & Research (WUR)coreStrategic or Co-development Partner · 30 June 2026WUR co-designed and conducted the Schijf van Vijf monitor with RIVM and Voedingscentrum, analyzing supermarket sales data of healthy food products.
• Dutch Supermarkets (Albert Heijn, Aldi, Jumbo, Lidl, PLUS)coreChannel Partner/ Reseller/ Distributor · 1 January 2025Five major Dutch supermarket chains participate in the Schijf van Vijf monitor, voluntarily sharing sales data. Their combined sales show approximately 40% of kilograms sold are Schijf van Vijf products. Each has set targets to increase this share.
• Platform Voeding NederlandcoreStrategic or Co-development PartnerVoedingscentrum is part of Platform Voeding Nederland, a platform aimed at contributing to the health of Dutch citizens through coordinated nutrition efforts.
• Dutch Healthcare InstitutionsminorStrategic or Co-development PartnerPartnership with healthcare settings including hospitals (through Goede Zorg Proef Je initiative), prisons (meal suppliers for Justice Department follow Schijf van Vijf guidelines), and elder care facilities.
• Dutch Educational InstitutionsminorStrategic or Co-development PartnerSupport for schools, municipalities, and childcare facilities implementing healthy eating environment guidelines, nutrition education curriculum, and healthy school certification (Vignet Gezonde School).
• NS RetailminorStrategic or Co-development PartnerNS Retail works on making food offerings in kiosks, Julia's, and Huiskamers healthier and more sustainable. Voedingscentrum provides advice on their vision and plans.
• Dutch Government (Ministry of VWS)coreOthersVoedingscentrum is funded by the Ministry of Health, Welfare and Sport (VWS) and supports government food policy objectives including the National Prevention Agreement and Integrated Prevention Strategy.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nutrition Australia: Australian non-profit providing independent nutrition education, healthy-eating frameworks, and resources to consumers and professionals, with similar brand-led educational mission.
• NHS Better Health (UK): UK government public-health initiative offering free nutrition guidance, weight-management tools, and healthy-eating campaigns. Comparable mission and free, public-facing digital delivery model.
• ANSES (Agence nationale de sécurité sanitaire): French national agency for food, environmental, and occupational health safety. Operates as a government-backed scientific authority providing independent nutrition guidance, mirroring Voedingscentrum's role for the Netherlands.
• Bundeszentrum für Ernährung (BZfE): Germany's federal nutrition center, government-funded, providing independent nutrition information and education to consumers and professionals. Closest structural equivalent in a neighboring market.

Broad incumbents

• EFSA (European Food Safety Authority): EU-level agency providing scientific advice on food safety and nutrition. Broader in scope and pan-European, but shares the role of independent, science-based nutrition authority.
• Food Standards Agency (UK): UK government body responsible for food safety and standards, including consumer-facing nutrition information. Broader regulatory remit but overlapping consumer-information role.
• USDA Center for Nutrition Policy and Promotion: US federal body behind MyPlate and Dietary Guidelines for Americans. Government-led nutrition guidance comparable in function to Schijf van Vijf, scaled to the US market.
• RIVM (Rijksinstituut voor Volksgezondheid en Milieu): Dutch National Institute for Public Health and the Environment. Direct collaborator on the Schijf van Vijf monitor; a broader public-health authority with overlapping nutrition mandate.

Others

• Wageningen University & Research (WUR): Dutch research institution co-developing the Schijf van Vijf monitor with Voedingscentrum and RIVM. A scientific partner and upstream source of evidence rather than a direct competitor.

Emerging players

• Center for Science in the Public Interest (CSPI): US non-profit nutrition and food-safety advocacy organization. Independent and science-based like Voedingscentrum, but operating as a campaign-oriented advocacy group rather than a government-funded information provider.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/voedingscentrum
• Facebookfacebook.com/voedingscentrum
• LinkedInlinkedin.com/company/voedingscentrum
• Instagraminstagram.com/voedingscentrum
• Pinterestnl.pinterest.com/voedingscentrum
• TikToktiktok.com/@voedingscentrum_nl
• Xx.com/voedingscentrum

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Nutrition Center