PLUS Granenontbijt

PLUS Granenontbijt is a private-label breakfast cereal product from PLUS, a prominent supermarket cooperative in the Netherlands. The product is marketed as a whole-grain cereal (Granenontbijt), specifically highlighting its composition of 90% whole grains. As a private-label item, it is designed to offer a competitive alternative to multinational brands while maintaining a high Nutri-Score, which is visible on the packaging.

The brand PLUS originated in the Netherlands and is operated by Superunie, a Dutch purchasing cooperative. Following the merger with Coop Supermarkten in early 2022, PLUS has become part of one of the largest retail groups in the Dutch market. The manufacturing for private-label goods like this cereal typically occurs within the Netherlands or neighboring European countries to service the local supply chain efficiently. The ultimate ownership lies with the PLUS/Coop cooperative structure, ensuring the brand remains deeply rooted in the Dutch retail landscape.