PLUS Pasta Speculoos

PLUS Pasta Speculoos is a private-label sweet spread produced for the Dutch supermarket cooperative PLUS. Speculoos spreads are a popular Dutch and Belgian culinary tradition, derived from the flavor profile of the spiced speculoos biscuit. As a private-label product, it is distributed exclusively through PLUS retail channels in the Netherlands.

The PLUS brand originated in 1988 as part of the Sperwer Group, a major cooperative of independent supermarket entrepreneurs. Today, PLUS is a significant player in the Dutch retail landscape, particularly following its 2022 merger with fellow cooperative Coop. This merger solidified its position as one of the largest supermarket chains in the country, maintaining a focus on proximity and independent store ownership. Manufacturing for such house brands typically takes place in the Netherlands or neighboring Belgium to ensure fresh supply chains.