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Dutch Retailer Plus Launches Premium Fruit And Vegetables Range

By Dayeeta Das
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Dutch Retailer Plus Launches Premium Fruit And Vegetables Range

Dutch retailer Plus has introduced a new range of premium, seasonal fruit and vegetables under the brand Smaakselectie (Taste Selection).

The supermarket chain is introducing the new line to match the needs of customers for products with a higher taste and quality content, it said.

Commenting on the launch, Marijn Hilbrink, category buyer, Plus, said, "customers know that they can come to Plus every day for the most delicious fruit and vegetables".

Hilbrink said the group only selects the "best products with the tastiest taste" to be included in the premium Smaakselectie range.

The range will also introduce customers to the seasonality of products, by choosing fruit and vegetables that are ripe at that time.


For example, the range includes strawberries sourced from premium growers in the south of Spain.

These Spanish strawberries are available at Plus until May, when they will be replaced by Dutch strawberries in the fruit department in order to ensure that customers can enjoy fresh strawberries all year round.

Plus plans to introduce other fruit and vegetables throughout the year, including melons that save 25% water during cultivation through special techniques, and Ippolito blood oranges.

© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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