Who is this relevant to?

Shoppers for whom Fairtrade is a priority

You only want to buy chocolate breakfast cake if the Fairtrade claim appears on the product itself. A statement about a supermarket’s range isn’t enough.

Shoppers looking for something to take with them

You want a portion you can take to work, school or on the go. In that case, the number of individually wrapped pieces and the weight of each one make a difference.

Shoppers comparing nutritional information

As well as checking the Fairtrade claim, you’re looking at sugars, fibre and ingredients. If you’re considering a sweetener version, the warnings on the packaging are relevant too.

What should you look for when choosing?

If Fairtrade cocoa is a condition of your purchase, start by checking the claim on the chocolate breakfast cake itself. Then compare the packaging and nutritional information based on the portion you want to take with you.

What to consider What to check when buying Who it matters to
Fairtrade cocoa Look on the current packaging or product page for a Fairtrade mark or an explicit Fairtrade cocoa claim that applies to this exact breakfast cake. If Fairtrade cocoa is a priority for me, I want to be able to check the claim on the breakfast cake I choose. This is the most important buying consideration for around 43% of consumers.
Portion to take with you Compare the number of individually wrapped pieces and the weight of each one. When I’m out and about, I want to take one portion with me without having to cut a cake first. This convenience is the top priority for around 29% of consumers.
Nutritional information Compare sugars and fibre per 100 g and per portion; also check the ingredients and warnings. I want to know what’s in my portion and whether any warnings are relevant to my choice. For around 28% of consumers, these questions about nutrition and ingredients are what make the difference.

Common mistakes

  • Confusing a shop’s claim with a product claim

    PLUS says its own-brand products containing cocoa use Fairtrade cocoa. This general statement doesn’t tell you whether the breakfast cake you’ve chosen is covered by the claim.

    Check the Fairtrade information on the current packaging or product page for the breakfast cake.

  • Assuming an old product is still available to buy

    Albert Heijn describes its AH Bio chocolate breakfast cake as containing fair trade chocolate, but also says that the product has been discontinued.

    Check the product’s current status just before buying, or see which packaging is actually on the shelf.

  • Overlooking the warning on a product with a sugar claim

    According to the manufacturer, Peijnenburg Tussendoor+ Choco contains xylitol and excessive consumption may have a laxative effect.

    Read the ingredients, portion information and warnings before taking or eating several bars.

  • Checking allergens only on the front of the pack

    For Peijnenburg Tussendoor+ Choco, the manufacturer lists soya and possible traces of milk, hazelnuts, almonds and other cereals containing gluten.

    Check the current allergen information on the exact product packaging, even if you’ve bought it before.

Brands and shops to consider

Peijnenburg

Worth considering if you want to compare individually wrapped breakfast cake with a larger cake.

  • According to Peijnenburg, a pack of Tussendoor+ Choco contains four individually wrapped bars weighing 36,7 g each.
  • Chocolate as an ingredient doesn’t confirm Fairtrade status; check this on the product you choose.

Albert Heijn

Useful for understanding the difference between a product-specific chocolate claim and an option that’s currently available to buy.

  • Albert Heijn describes AH Bio chocolate breakfast cake as filled with fair trade chocolate.
  • According to Albert Heijn, this product has been discontinued; check other products individually.

Jumbo

Useful for comparing different types of breakfast cake, including standard and individually wrapped options.

  • The breakfast cake range includes Jumbo Lekker Vrij van Gluten Ongesneden Ontbijtkoek, among other products.
  • A category or product name doesn’t tell you whether a specific chocolate breakfast cake contains Fairtrade cocoa.

PLUS

Useful if you want to check a claim about Fairtrade cocoa in own-brand products against a specific breakfast cake.

  • PLUS says its own-brand products containing cocoa use Fairtrade cocoa.
  • Check whether the chocolate breakfast cake you’ve chosen is covered by the claim; don’t assume it is based on the range page.

Lidl

Useful for distinguishing a Fairtrade claim about chocolate bars from information about breakfast cake.

  • Lidl describes its Way To Go chocolate bars as Fairtrade certified.
  • That claim doesn’t confirm the Fairtrade status of Lidl Luxe breakfast cake with chocolate and nuts.

Related products at Joybuy

Related products coming soon.

Frequently asked questions

Does a supermarket’s Fairtrade claim prove that my breakfast cake is Fairtrade?

No. Check that the claim applies to that exact breakfast cake. PLUS refers to Fairtrade cocoa in own-brand products containing cocoa; Albert Heijn mentions fair trade chocolate in a breakfast cake that the shop says has been discontinued. Neither statement confirms the status of the pack you’re choosing now.

Is an individually wrapped cake handy for a quick grocery run?

Yes, if you want to take a single portion with you straight away without cutting a cake. Peijnenburg says that Tussendoor+ Choco comes in four individually wrapped bars weighing 36,7 g each. Check any Fairtrade claim separately from this packaging convenience.

What should I look for in breakfast cake with sweeteners?

Read the ingredients, portion size and any warnings. For Tussendoor+ Choco, Peijnenburg lists xylitol and warns that excessive consumption may have a laxative effect.

Does the Dutch rule on baker’s salt mean that all breakfast cake contains iodine?

No. The rule on baker’s salt doesn’t mean that every breakfast cake contains salt with iodine. The Dutch Commodities Act Decree on the Addition of Micronutrients to Foodstuffs, in force since 14 November 2014, sets a maximum of 65 mg of iodine per kg of salt for baker’s salt used in bakery products. Check the ingredients of the breakfast cake you’ve chosen if iodine matters to your purchase.