Who is this relevant to?

Shoppers prioritising less sugar

You want to know whether the less-sugar claim applies to the variant you’ve chosen. Also compare the sugars per 100 g: the claim alone doesn’t tell you how much sugar the product contains.

Shoppers specifically looking for chocolate flakes

You’re after chocolate flakes for your drinks spread. Jumbo categorises chocolate flakes as a sweet sandwich topping, so check that this product format suits what you want to serve.

Shoppers looking for biscuits to serve with drinks

If you want something to serve on its own, compare biscuits or other snacks as a separate product category. A sugar claim on chocolate sprinkles or flakes says nothing about that kind of snack.

What should you look for when buying?

Chocolate flakes

Choose these if: the flake format matters for what you want to serve.

Bear in mind: regular chocolate flakes don’t automatically carry a less-sugar claim.

Chocolate sprinkles with less sugar

Choose these if: chocolate sprinkles are a suitable alternative for you. Jumbo, for example, lists Jumbo Hagelslag Melk Minder Suiker 200 g.

Bear in mind: the claim on chocolate sprinkles doesn’t apply to chocolate flakes.

Biscuits or other snacks to serve with drinks

Choose these if: you’re looking for a snack to serve on its own, rather than a sweet sandwich topping.

Bear in mind: check the sugars, ingredients and portion size of your chosen snack separately.

What to consider What should you check? Who is this important for?
Less sugar Check the claim on the variant you’ve chosen and compare sugars per 100 g with a similar product. If reducing sugar is my main reason for choosing it, I don’t want to mistake the claim for a low sugar content. Around 45% of shoppers prioritise a demonstrable reduction in sugar.
Product format Decide whether you want to serve chocolate flakes as a topping, chocolate sprinkles or a snack to eat on its own. For drinks, I want to choose something that suits how I’m serving it. Around 33% of shoppers prioritise the right product format.
Ingredients and nutritional information Check the ingredients, allergens and nutritional information for the exact variant on the current packaging. If I need to watch the ingredients, a suitable sugar claim on its own isn’t enough. Checking ingredients is the top priority for around 22% of shoppers.

Common mistakes

  • Treating chocolate flakes, sprinkles and biscuits as the same product

    Jumbo categorises chocolate flakes as a sweet sandwich topping. That’s a different product format from chocolate sprinkles or a biscuit you want to serve on its own.

    First decide what you want to put on the table, then compare products within that category.

  • Relying on the ‘less sugar’ claim alone

    A less-sugar claim compares a product with a similar product; it doesn’t tell you how much sugar it contains by itself.

    Check the nutritional information and compare sugars per 100 g in similar products.

  • Relying on an old product description when you have dietary requirements

    Albert Heijn points out that product ingredients, nutritional values and allergen information can change.

    When you buy, check the current packaging for the exact variant you want to use.

Brands to consider

Jumbo’s chocolate flakes range includes brands such as these. Always check the product format and nutritional information for each variant.

De Ruijter

Jumbo stocks De Ruijter chocolate flakes in several varieties, including dark, milk, white and premium.

  • A range of flavours within the chocolate flakes category.
  • Check each variant’s packaging separately to see whether it carries a less-sugar claim.

Jumbo

Jumbo stocks regular chocolate flakes and also lists Jumbo Hagelslag Melk Minder Suiker 200 g.

  • A named chocolate sprinkles option for anyone considering that format as an alternative.
  • The less-sugar claim on the chocolate sprinkles doesn’t apply to Jumbo chocolate flakes.

Venz

Jumbo stocks Venz in its chocolate flakes category, including Rimboe varieties.

  • A range of options for anyone specifically looking for chocolate flakes.
  • Only rely on a less-sugar claim if it appears on the packaging of the variant you’ve chosen.

Choca

Jumbo lists Choca in its chocolate flakes category, including mixed flakes.

  • Mixed flakes offer a distinct option within the category.
  • If less sugar is your reason for buying, compare the nutritional information for the exact variant.

Related products on Joybuy

Related products coming soon.

Frequently asked questions

Does ‘less sugar’ mean a product is low in sugar?

No. The claim compares a product with a similar product and doesn’t tell you how much sugar it contains by itself. Check the nutritional information per 100 g to see the amount.

Are chocolate sprinkles with less sugar the same as chocolate flakes with less sugar?

No. Chocolate sprinkles and flakes are different product formats. The claim on Jumbo Hagelslag Melk Minder Suiker 200 g doesn’t confirm a reduction in sugar for any chocolate flakes variant.

How do I compare two sweet options for drinks?

First decide whether you want a topping or a snack to eat on its own, then compare like-for-like products. Check the current nutritional information for each variant, including sugars per 100 g, as well as the ingredients list.

What should I check on the packaging if I have a food allergy?

Check the ingredients and allergen information for the exact variant on the current packaging. Albert Heijn points out that product information, including allergen information, can change.