When choosing breakfast cake for a weekend breakfast, don’t rely on a supermarket’s Fairtrade promise or the word ‘organic’ alone: check the label on the actual pack. According to Milieu Centraal, a Fairtrade logo with a white background may refer only to a certified ingredient, such as cocoa, rather than the whole cake. Also compare the nutritional information and ingredients of the variety you’re considering; these aren’t guaranteed by the Fairtrade logo.
You want to know whether the label on your pack of breakfast cake applies to the whole cake or just one ingredient. For a chocolate variety, it’s particularly important to check what the label says about the cocoa.
You’re looking for breakfast cake for the weekend table and want to compare the ingredients, sugars and fibre in different varieties. Check the values per 100 g as well as the portion you serve.
You want to check the current ingredients and allergen information for your chosen variety before serving it. Breakfast cake may contain rye and wheat; some varieties also warn that they may contain nuts.
Decide what matters most for your weekend breakfast, then check Fairtrade credentials, nutritional value and allergens separately on the variety you’ve chosen.
| What to check | What to look for when buying | Who it matters to |
|---|---|---|
| Fairtrade labelling | Check the logo on the current pack and read whether it applies to the whole cake or just one ingredient. Milieu Centraal notes that a white Fairtrade logo may refer to an ingredient. | For weekend breakfast, I want to know exactly what the Fairtrade label on my breakfast cake applies to. Around 36% of consumers prioritise verifiable Fairtrade status. |
| Sugars and fibre | Compare the nutritional information per 100 g and per portion; if you’re choosing a wholegrain variety, check the ingredients list too. | For my family, I want to compare varieties by their sugar and fibre content rather than relying on the product name. This nutritional profile matters most to around 29% of consumers. |
| Allergens and gluten | Read the ingredients and allergen information on the pack, including any mention of rye, wheat and nuts. | If I’m serving breakfast cake to someone who needs to avoid certain ingredients, I want to check the exact variety first. Allergens or gluten are the most important purchasing consideration for around 21% of consumers. |
| Serving and flavour | Choose the flavour you want and check whether the cake is sliced; for chocolate or nut varieties, check the relevant ingredients too. | For the weekend table, I want to be able to serve slices easily or choose a flavour that goes well with breakfast. Around 14% of consumers put ease of serving and flavour first. |
A supermarket may sell Fairtrade products without every breakfast cake in its range carrying a Fairtrade label.
Use the range to help you search, but base your choice on the label for the specific product and its current packaging.
According to Milieu Centraal, a Fairtrade logo with a white background may apply to just one certified ingredient.
Check which ingredient the logo refers to, especially if you’re choosing a chocolate breakfast cake.
These labels answer different questions. The ingredients in a breakfast cake also don’t, by themselves, tell you what a Fairtrade logo covers.
Compare the nutritional information to make your dietary choice, and check any Fairtrade label separately on the pack.
Ingredients vary from one variety to another. For example, PLUS’s product information for Korenlanders Bakkers plain breakfast cake lists rye and wheat, and warns that it may contain various nuts.
Before serving, check the ingredients and allergen information on the pack you actually bought.
A brand with a range that includes wholegrain breakfast cake.
A supermarket with products including AH Bio chocolate breakfast cake.
A supermarket with a range of breakfast cake varieties.
A supermarket and own-brand range with products including plain breakfast cake.
An own-brand range that includes sliced breakfast cake.
Not always. According to Milieu Centraal, a Fairtrade logo with a white background may apply only to a certified ingredient. Check the information next to the logo on the pack to see whether it refers to the whole cake or, for example, the cocoa.
No. Organic and Fairtrade are separate labels. Fairtrade Nederland gives AH’s organic chocolate as an example of a Fairtrade product, but that doesn’t say anything about the certification of AH Bio chocolate breakfast cake. Check the label on that specific cake.
Yes. A label about cocoa doesn’t replace the allergen information. Check the ingredients and allergen information on the current pack, including any mention of rye, wheat or nuts. The Netherlands Food and Consumer Product Safety Authority explains how allergens are listed on food labels.
Check the ingredients list for the breakfast cake you’ve chosen, and ask the manufacturer what type of salt it uses if you need more information. Don’t assume a particular recipe based on the product category alone.
