This master thesis describes the process of introducing a healthy vending concept in the Dutch market. This concept enables PepsiCo Benelux to increase the sales and visibility of their healthier product portfolio. This is done by introducing a new sales strategy: healthy vending machines which serve as a solution for daily snacking. It offers a trustworthy and healthier product portfolio than traditional vending machines to busy millennials. This thesis includes the selection of the target market, target group, selected assortment and route to market. In addition, a marketing and business plan is provided to introduce this concept to the Netherlands.