In actual distribution process, the traffic flow varies with time, and each consumer has multiple fuzzy windows. To minimize the total distribution cost and mean consumer dissatisfaction, this paper sets up a vehicle routing problem (VRP) model with multiple fuzzy time windows, based on time-varying traffic flow. In addition, the Ito algorithm was improved based on time-varying traffic flow. The model and algorithm were verified through example simulation, in comparison with ant colony optimization (ACO). During the simulation, the improved Ito algorithm effectively reduced the distribution cost and consumer dissatisfaction, and outperformed the ACO in solving efficiency and solution quality. The results fully demonstrate the feasibility and effectiveness of the proposed algorithm. The research findings provide a desirable solution to VRPs with multiple fuzzy windows and time-varying traffic flow in the real world. INDEX TERMS Time-varying traffic flow, multiple fuzzy time windows, Ito algorithm, vehicle routing problem (VRP), consumer satisfaction.