Premium retailers where certification is the main criterion
For buyers who only want to make a Fairtrade claim about cocoa when it can be verified on the current packaging of the specific product.
Which retailers is this choice relevant to?
Retailers with a traditional celebration display
For retailers where the familiar shape and colour of muisjes are important for a birth or celebration display. Albert Heijn and Jumbo feature De Ruijter muisjes in their online categories; this does not confirm Fairtrade certification for any individual variety.
Retailers who need to provide allergen information
For buyers who check the current packaging and need to give customers allergen information for gift hampers, loose displays or tastings. The Netherlands Food and Consumer Product Safety Authority distinguishes between labelling for prepacked products and providing information for non-prepacked products.
What should you look for when choosing?
Traditional muisjes
Choose this option: when the familiar shape of muisjes and a colour that suits the display are your priorities; Albert Heijn and Jumbo feature De Ruijter varieties.
Consider: being listed in the muisjes category does not confirm that the variety you choose carries the Fairtrade mark.
Fairtrade chocolate sprinkles
Choose this option: when a verifiable Fairtrade mark matters more than the traditional shape of muisjes; Jumbo lists Fairtrade Original Dark Chocolate Sprinkles in its Fairtrade overview.
Consider: chocolate sprinkles do not have the shape and colour of classic muisjes and must not be presented as Fairtrade muisjes.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Fairtrade mark on each product | Check the current packaging of the exact variety for the mark. If the mark has an arrow, read the accompanying explanation. | If I want to make a Fairtrade claim in store, it needs to apply to the product I’m selling. For around 46% of consumers, checking the product is the most important factor. |
| Shape and celebration display | Check the variety of muisjes, the colour and the pack size; don’t treat the product’s shape as proof of certification. | For a birth or celebration display, I want to be able to offer recognisable muisjes. This display is the main concern for around 36% of consumers. |
| Ingredients and allergens | Read the current ingredients and allergen information, along with any warnings on the packaging, including when a new delivery arrives. | When customers ask about allergens or I put products together in a gift hamper, I want to be able to give them accurate information. For around 18% of consumers, checking the label comes first. |
Common selection mistakes
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Applying a retailer’s general claim to every product
A retailer stocking Fairtrade products says nothing about the certification of a specific variety of muisjes. A claim about a retailer’s own-brand range is not proof that every individual product is certified either.
Check the current packaging or supplier specification for the exact variety before making a Fairtrade claim on shelf materials.
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Describing chocolate sprinkles as certified muisjes
Jumbo lists Fairtrade Original Dark Chocolate Sprinkles in its Fairtrade overview, while the muisjes categories at Jumbo and Albert Heijn feature De Ruijter varieties. These are different product categories.
Keep the product names and claims separate in store. Only make a Fairtrade claim for a variety of muisjes if you can verify it for that product.
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Using allergen information from an old product page
An earlier online description may not match the packaging of a new delivery. This is particularly important when staff are giving customers information or a product is being sold loose.
Check the current packaging and make sure allergen information is available in another way when products are sold loose. The Netherlands Food and Consumer Product Safety Authority explains the different ways this information can be provided.
Relevant brands to consider
De Ruijter
Albert Heijn and Jumbo feature several De Ruijter varieties of muisjes in their online categories.
- Worth considering when the traditional shape of muisjes and choice of variety are your priorities.
- A category listing does not confirm Fairtrade certification for the variety you choose; check the current packaging.
Fairtrade Original
Jumbo lists Fairtrade Original Dark Chocolate Sprinkles in its Fairtrade overview.
- A specific chocolate sprinkle product to consider when a Fairtrade mark is your main criterion.
- Chocolate sprinkles are not muisjes; check the mark and product information on the packaging you plan to sell.
PLUS huismerk
PLUS describes Fairtrade cocoa and products carrying the Fairtrade mark within its own-brand range.
- A starting point for looking at individual own-brand products containing cocoa.
- PLUS’s general claim does not confirm certification for a specific variety of muisjes; assess each product individually.
Related products on Joybuy
Related products will be available soon.
Frequently asked questions
Can I call muisjes Fairtrade because a retailer sells Fairtrade products?
No. A general claim about a retailer’s range does not support a Fairtrade claim for an individual variety of muisjes. Check the mark on the current packaging of the exact product you intend to sell. For a composite product, also read the explanation accompanying any mark with an arrow.
What should I look for in a composite chocolate product carrying a Fairtrade mark?
Check the mark on the packaging and, if it has an arrow, read the explanation on the back. Fairtrade International explains that, in composite products, ingredients available under Fairtrade terms must have been sourced on those terms.
What allergen information do I need to be able to give customers?
For prepacked foods, allergen information is shown on the label. When food is sold loose, this information must be available in another way. Check the current product information before selling muisjes or chocolate decorations loose or using them in a display, in line with guidance from the Netherlands Food and Consumer Product Safety Authority.
Is a product page enough to check ingredients and allergens?
Use a product page to help you shortlist products, but before selling, check the current packaging or supplier specification for the exact variety. The Netherlands Food and Consumer Product Safety Authority states that mandatory food information for prepacked foods must appear on the packaging or on a label attached to it.