We Are Jane has invested in Pit&Pit, the largest health food webstore in Belgium and the Netherlands, with a vision to expand its reach across Europe.

Target Information

Pit&Pit, founded in 2010 by Dorien Verhoeven and Niels Wijnen, has rapidly established itself as the premier online retailer of healthy and high-quality food products in Belgium and the Netherlands. The company specializes in a diverse range of offerings, including herbs, superfoods, nuts, grains, oils, sweeteners, and beverages such as teas and coffees. Over the past decade, Pit&Pit has consistently expanded its product range and customer base, positioning itself as the largest health food webstore in its region.

The founders, driven by a passion for pure and wholesome nutrition, chose to exclusively sell their products online. This strategic focus has allowed Pit&Pit to streamline operations and effectively cater to the increasing consumer demand for healthy food options delivered conveniently to their doorsteps.

Industry Overview

The health food industry in Belgium and the Netherlands has seen significant growth in recent years, spurred by rising consumer awareness and interest in nutrition and wellness. More consumers are prioritizing healthy eating, which has led to an