PLUS Pindakaas naturel

PLUS Pindakaas naturel is a private-label peanut butter product offered by the Dutch supermarket chain PLUS. As a house brand item, it is specifically developed for the Dutch market and is manufactured within the Netherlands, typically by specialized private-label food producers such as Maas-Intersales B.V., which focus on nut-based spreads for European retailers.

Originally established as 'Plusmarkt' in 1988, the brand was rebranded simply as PLUS in 2001. The brand is deeply rooted in the Dutch cooperative system. In late 2021, PLUS entered into a significant merger with fellow Dutch cooperative Coop, resulting in the formation of a major retail entity. The combined organization, which operates under the PLUS brand name, is owned by PLUS Holding B.V. and its parent cooperative, Sperwer Groep. Headquartered in Utrecht, Netherlands, the company remains a fully Dutch-owned and operated cooperative, serving millions of customers through hundreds of locations across the country.