PLUS Beschuit Volkoren

The PLUS Beschuit Volkoren is a traditional Dutch rusk (beschuit) made from whole wheat flour, characterized by its light, crunchy texture. As a private-label product of the Dutch supermarket chain PLUS, it is designed for the local market and serves as a breakfast or lunch staple in the Netherlands.

PLUS is a prominent cooperative supermarket brand in the Netherlands. Its history is deeply rooted in local communities, having evolved through various cooperative unions until forming the modern PLUS brand in 2001. In early 2022, PLUS successfully merged with another major Dutch retailer, Coop, to form PLUS Retail B.V. This merger solidified its position as the third-largest supermarket chain in the country.

The manufacturing of these rusks typically occurs within the Netherlands, as beskuit is a highly specific regional product. The brand is managed and owned by PLUS Retail, which remains a cooperative owned by independent entrepreneurs, ensuring that the brand's operation and profits stay within the Dutch retail ecosystem.