Gewoon private label products

Gewoon is a prominent private label brand found in several Dutch supermarket chains. It was launched as a collaborative house brand to provide consumers with a consistent, high-quality, and affordable alternative to premium national brands. The brand covers a vast array of categories, ranging from basic groceries and frozen foods to household cleaning supplies and personal care items.

The products are manufactured by a wide network of suppliers across Europe and beyond, depending on the specific product category. Ownership of the brand lies with Superunie, a massive purchasing cooperative in the Netherlands. Superunie represents numerous independent supermarket organizations, allowing them to compete effectively with larger market leaders by pooling their procurement power. This structure ensures that Gewoon products remain a staple in regional Dutch supermarkets.