Who should consider these choices?

Holidaymakers who put certification first

You want to see what the Fairtrade claim applies to on the packaging or current product page for the exact breakfast cake. It’s not enough for you that a shop also sells other Fairtrade products.

Holidaymakers who eat breakfast together

You want to be able to share and store the cake easily if not everyone has breakfast at the same time. Sliced portions, resealable packaging and storage instructions are all worth considering.

People who check the label in advance

You want to check the ingredients, allergens and nutritional information for the variety you choose. For example, Jumbo lists rye and wheat in its plain breakfast cake; other cakes need to be checked separately.

What should you look for when choosing?

Start by checking the Fairtrade claim on the exact breakfast cake. Then consider whether it’ll be easy to share at your holiday home and whether the label is suitable for everyone who’ll be eating it.

What to consider What to check Who it matters to
Fairtrade certification Look for the label or an explicit certification claim on the exact variety. For a chocolate variety, check whether the claim applies to the product or just one ingredient. I don’t want to rely on a general claim by the shop if certification is a condition of my purchase. For around 45% of consumers, verifiable Fairtrade certification of the breakfast cake they choose comes first.
Sharing and storage Compare sliced and unsliced cakes, the number of portions and the storage instructions for after opening. If we have breakfast at different times, I want to be able to take a slice and store the rest properly. For around 36% of consumers, this practical aspect matters most.
Label and nutritional information Read the allergens and nutritional information for the exact variety. If you’re checking for iodine, see what type of salt is listed. If someone at the table needs to watch what they eat, I want to know what’s in the cake before we set off. For around 19% of consumers, checking the label comes first.

Common mistakes

  • Mistaking a shop’s claim for certification of the breakfast cake

    PLUS communicating about Fairtrade cocoa in its own-brand products, or Jumbo selling separate Fairtrade breakfast products, doesn’t confirm that a specific breakfast cake is certified.

    Look for the label or a clear product-specific certification claim on the packaging of the cake you’ve chosen.

  • Relying on an old product listing

    Albert Heijn describes an AH Bio chocolate breakfast cake made with fair trade chocolate, but marks the product page as discontinued. That listing isn’t a current option to buy.

    Before you set off, check the current product page or the packaging of a variety that’s actually available.

  • Skipping the allergen information

    A Fairtrade claim tells you nothing about the allergens or nutritional value of the cake. For example, the plain breakfast cake described by Jumbo contains rye and wheat.

    For every variety you choose, read the current allergen information and compare the nutritional details per 100 g or per portion.

  • Assuming every breakfast cake contains baker’s salt

    According to the Voedingscentrum, bakers aren’t required to use baker’s salt. The word ‘salt’ on an ingredients list alone doesn’t tell you whether it’s iodised baker’s salt.

    Check the ingredients for the exact cake or ask the manufacturer which type of salt was used.

Brands and shops to consider

Albert Heijn / AH Bio

A previous chocolate variety shows why you should check an ingredient claim and the product’s current availability separately.

  • Albert Heijn describes its AH Bio chocolate breakfast cake as filled with fair trade chocolate, with seven slices in resealable packaging.
  • The page says this variety has been discontinued. The claim about the chocolate also doesn’t, by itself, confirm that the whole breakfast cake is certified.

Jumbo

Useful for checking the label information on a standard breakfast cake and distinguishing it from separate Fairtrade breakfast products.

  • Jumbo Plain Breakfast Cake lists details including ingredients, allergens and storage instructions.
  • Jumbo’s Fairtrade breakfast category includes products such as cocoa and chocolate sprinkles. This doesn’t confirm that its plain breakfast cake is Fairtrade-certified.

PLUS

A shop where you can compare sliced and unsliced breakfast cakes, without assuming that its cocoa policy applies to every cake.

  • The PLUS range overview includes plain and wholemeal breakfast cakes.
  • PLUS says its own-brand products containing cocoa use Fairtrade cocoa. For a chocolate breakfast cake, check separately what the product listing or packaging confirms.

Peijnenburg

A breakfast cake brand with varieties and packaging to compare.

  • Peijnenburg breakfast cake appears in the range overviews of Albert Heijn and PLUS.
  • A brand appearing in a range overview doesn’t confirm that a particular variety is Fairtrade-certified.

Koek & Bakker / ALDI

An example of an unsliced breakfast cake for anyone who wants to portion it themselves.

  • ALDI describes Koek & Bakker Luxe pearl sugar breakfast cake as an unsliced 465 g cake.
  • Don’t use this product listing as proof of Fairtrade certification; check the exact packaging instead.

Lidl

A shop to consider if you want to compare the ingredients and nutritional information of a zero variety.

  • Lidl lists a 485 g zero breakfast cake as a product available in store.
  • The name ‘zero’ tells you nothing about Fairtrade certification or the precise nutritional value, so check the packaging.

Related products at Joybuy

Related products coming soon.

Frequently asked questions

How can I recognise Fairtrade certification on breakfast cake?

Check for the FAIRTRADE label or an explicit certification claim on the packaging or current product page for the exact variety. If the cake contains several ingredients, also read the explanation alongside the label so you know what the claim applies to.

Is breakfast cake made with fair trade chocolate fully Fairtrade-certified?

Not necessarily: a claim about the chocolate doesn’t automatically confirm certification of the whole breakfast cake. What’s more, the AH Bio page with this type of claim says that the variety has been discontinued.

How should I store breakfast cake in a holiday home?

Follow the storage instructions on the packaging you’ve chosen. Jumbo recommends storing its plain breakfast cake in a cool, dry place. If the packaging has been opened, check how to keep the remaining cake covered.

Is standard breakfast cake suitable if I want to avoid gluten?

You can’t assume that based on the product category. Jumbo lists rye and wheat in its plain breakfast cake, so check the current allergen information for every other variety and look for an explicit gluten-free claim.

Does breakfast cake always contain iodine from baker’s salt?

No, you can’t assume that. The Voedingscentrum says that bakers aren’t required to use baker’s salt. Check the ingredients for the exact breakfast cake or ask the manufacturer which type of salt was used.