PLUS Goudse Kaaskoekjes

PLUS Goudse kaaskoekjes (Gouda cheese biscuits) are a private-label savory snack product exclusively sold by PLUS, a major Dutch supermarket chain. These biscuits are typically produced within the Netherlands to maintain the quality and profile of traditional Dutch savory bakery items. They feature authentic Gouda cheese and are marketed as a premium own-brand offering.

The PLUS brand originated in the Netherlands in 1988, originally known as Plusmarkt, as a successor to the '4 = 6' supermarket formula. Since then, it has evolved into a prominent national cooperative. In recent years, PLUS underwent a significant strategic expansion by merging with Coop (Netherlands) in 2021/2022. This merger solidified its position as the third-largest supermarket group in the country. The brand is managed by PLUS Retail B.V., which acts as the service organization for the independent entrepreneurs who own and operate the individual supermarket locations across the Netherlands.