Sinterklaas treats already in Dutch shop


Every year in the Netherlands, you can hear someone say ‘those pepernoten [actually kruidnoten] are already in the shop this year!’, with irritation in their voice. It’s a similar, yearly reaction to anyone from North America like myself who sees the Halloween stuff disappear from shops on 1 November being replaced with Christmas stuff the very same day.

Who sells Sinterklaas treats in summer? The answer is the PLUS supermarket in Almelo, Overijssel. And the owner believes the ‘shock’ is free publicity and he’s probably right. Amusingly, PLUS has been selling kruidnoten since the end of July, for the ‘heck of it’. ‘They’re perfect for the BBQ or next to the swimming pool’, claims the owner.


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