Who is this choice relevant to?

Canteen buyer with a Fairtrade cocoa target

Wants to be able to show that the Fairtrade claim applies to the cocoa or chocolate in the exact breakfast cake being purchased, rather than relying on a retailer’s general product range.

Catering manager responsible for serving

Needs up-to-date allergen information that stays with the variant being served, even when slices are provided without their original packaging.

Buyer comparing portions

Wants to know how much breakfast cake is served at a time and compare the nutritional information of different variants per portion, including sugars, fibre and salt.

What should you look for when buying?

First, decide whether a verifiable Fairtrade claim for the cocoa is a firm purchasing requirement. Then compare what each variant offers for serving and your chosen portion size.

What to consider What to check when buying Who it matters to
Fairtrade cocoa Check that the Fairtrade claim on the packaging or in the official product information applies to the exact breakfast cake variant. Record which product the claim relates to. If I’m buying chocolate breakfast cake, I want to be able to verify the Fairtrade claim for that specific variant. This would be the main purchasing concern for around 40% of consumers who choose the canteen.
Allergens and serving Check the latest label and, when serving unpackaged, keep the allergen information for the variant being offered readily available. When slices are served without packaging, I want to be able to answer questions about allergens before someone buys. Clear information at the point of service would be the main concern for around 30% of consumers.
Nutritional value per portion Compare the intended portion with its sugar, fibre and salt content; values per 100 g are not automatically the same as values per slice. For lunch, I want to know what’s in the slice actually being served, not just what the label states per 100 g. This portion-by-portion comparison would matter most to around 20% of consumers.
Ingredients Check the ingredients list for the exact variant if your choice depends on salt, baker’s salt or another ingredient. If a particular ingredient matters to my choice, I don’t want to rely on assumptions about breakfast cake in general. Product-specific ingredient information would be the main concern for around 10% of consumers.

Common purchasing pitfalls

  • Confusing a retailer’s policy with product certification

    PLUS says its Fairtrade cocoa policy has applied to own-brand products since 2020. That policy does not automatically mean that Peijnenburg breakfast cake, or another external brand, contains Fairtrade cocoa.

    Before placing an order, ask for a Fairtrade claim that explicitly applies to the breakfast cake variant you’ve chosen.

  • Assuming organic or chocolate-flavoured means Fairtrade

    An organic product name or the presence of chocolate says nothing, in itself, about the Fairtrade status of the cocoa.

    Use Fairtrade as a purchasing criterion only when the packaging or official product information confirms it for the exact variant.

  • Serving loose slices without the relevant allergen information

    The Netherlands Food and Consumer Product Safety Authority distinguishes between allergen information on the label of prepacked products and information that must be made available in another way before purchase when food is served unpackaged.

    Keep the latest information available where the food is served, and make sure it’s clear which variant it applies to.

  • Assuming it contains baker’s salt without checking the product

    General information about baker’s salt does not confirm which ingredients a particular breakfast cake contains.

    Check the ingredients list for your chosen variant and ask the manufacturer for product-specific information if you need it to make your purchasing decision.

Brands and retailers to consider

Peijnenburg

Manufacturer of, among other products, plain breakfast cake and an individually wrapped Tussendoor+ Choco variant.

  • Peijnenburg’s product information distinguishes between variants and packaging formats.
  • Peijnenburg says Tussendoor+ Choco may contain milk, hazelnuts, almonds and other cereals containing gluten. Also check for a Fairtrade claim for the exact variant.

Albert Heijn

Retailer with a product page for AH Bio chocolate breakfast cake, among other products.

  • The product name makes clear that this is the chocolate variant.
  • The organic label does not confirm that the cocoa is Fairtrade. Albert Heijn also notes that product information can change, so check the latest packaging.

Jumbo

Retailer with a breakfast cake category and a separate category for Fairtrade products.

  • The categories make it easier to browse breakfast cake variants and products with a Fairtrade claim separately.
  • A Fairtrade claim on cocoa or chocolate sprinkles does not mean that a breakfast cake in the range also carries one.

PLUS

Retailer with a breakfast cake category and a Fairtrade cocoa policy for its own brand.

  • PLUS says all the cocoa in its own-brand products has been Fairtrade-certified since 2020.
  • This own-brand policy is not product-specific evidence for the Peijnenburg variants shown in PLUS’s breakfast cake category.

ALDI

Retailer with Fairtrade products and sliced wholemeal breakfast cake from Koek & Bakker.

  • According to the product page, the Koek & Bakker variant is pre-sliced and comes in a 485 g pack.
  • Fairtrade chocolate elsewhere in the range does not confirm that this breakfast cake contains Fairtrade cocoa; check the variant itself.

Breakfast cake on Joybuy

Related products coming soon.

Frequently asked questions

How can you check whether the cocoa in breakfast cake is Fairtrade?

Check for an explicit Fairtrade claim on the packaging or in the official product information for the exact variant the canteen plans to buy. PLUS says its Fairtrade cocoa policy applies to own-brand products; this does not mean that breakfast cake from an external brand is Fairtrade.

What allergen information does a canteen need for breakfast cake?

According to the Netherlands Food and Consumer Product Safety Authority, allergen information for prepacked products appears on the label; when food is served unpackaged, the information must be made available in another way before purchase. Make sure the information matches the variant being offered.

Does all breakfast cake contain iodine because of baker’s salt?

No, general information about baker’s salt does not establish that. Check the ingredients information for the individual variant and ask the manufacturer for further product details if your choice depends on it.

Does Fairtrade tell you anything about the sugar in breakfast cake?

No, assess the Fairtrade claim and nutritional value separately. The Netherlands Nutrition Centre gives the figures for a standard 30 g slice of breakfast cake as 11,2 g sugars, 1,1 g fibre and 0,17 g salt; use the latest nutritional information on the packaging for your chosen variant and portion.