gwoon rijstwafels met kaas smaak

gwoon is a prominent private label brand in the Netherlands, specifically designed to offer high-quality alternatives to major A-brands at a more accessible price point. The brand was launched in 2016 as a unified replacement for several older private labels used by the members of the Superunie cooperative. Its product range is extensive, covering everything from pantry staples to snacks like these cheese-flavored rice cakes.

Ownership of the gwoon brand lies with Superunie (Coöperatieve Inkoop Vereniging Superunie B.A.), a Dutch wholesale purchasing cooperative based in Beesd. Superunie represents a group of independent supermarket chains in the Netherlands, including well-known names like Dirk, Plus, and Hoogvliet. This cooperative structure allows smaller retailers to combine their buying power to compete with larger national chains.

Manufacturing for gwoon products typically takes place through various specialized private label producers across Europe. While many items are produced within the Netherlands—leveraging local facilities like SanoRice in Veenendaal for rice-based products—production can also occur in neighboring countries like Belgium or Italy depending on the specific product line and supply chain efficiency.