Ghent University Hospital has landed a four-year partnership with Kruidvat under which the drugstore retailer will supply private label diapers, baby wipes and baby food to the hospital’s maternity wards. The agreement makes Ghent University Hospital the first hospital in Belgium to use Kruidvat products for newborn care and infant nutrition. The deal also seems to be unique in Europe.
The partnership is the result of a European public tender in which multiple suppliers were evaluated. According to the hospital, bids were assessed on a predefined set of criteria including product quality, ease of use in a clinical environment, compliance with relevant regulations, delivery reliability and total cost of ownership. The tender process ran over an extended period and was assessed separately for each of the three product groups. The framework agreement entered into force in November 2025 and will run four years.
Under the contract, Kruidvat supplies diapers in the requested sizes and variants, alongside detailed product and compliance information for care teams. Cleansing wipes are provided for daily use in maternity and related departments, with packaging and specifications aligned with hospital requirements and applicable legislation. The agreement also covers baby food, specifically fruit and vegetable jars, supplied in age-appropriate ranges with full ingredient lists, allergen declarations and batch traceability in line with EU rules for foods for infants and young children.
Kruidvat Belgium’s managing director Bert Verhoef has described the selection by a major academic hospital as an endorsement of the retailer’s private label quality, highlighting that the products meet clinical specifications while remaining significantly more affordable than established branded alternatives. Beyond supply, Kruidvat supports the hospital teams during implementation and onboarding.
Deliveries are made according to agreed frequencies and inventory parameters, and both parties have scheduled regular evaluation periods throughout the contract to review product performance, service levels and feedback from hospital departments.