Who is this choice relevant to?

Certification-conscious coffee drinker

You want to know whether a Fairtrade claim applies to the whole breakfast cake or to a particular ingredient before choosing something to enjoy with your afternoon coffee.

Portion-conscious snacker

You compare a slice, a cake to share and an individually wrapped portion by size and sugar per eating occasion.

Ingredients and nutrition information comparer

You read the current ingredients and allergen information, and compare things such as fibre, salt and sugar, as well as any claims on the front of the pack.

What should you look for when choosing?

When choosing breakfast cake to enjoy with afternoon coffee, the scope of a Fairtrade claim, the portion and the ingredients are separate considerations: a certification mark won’t tell you how much sugar is in a slice.

What to look for What to check before buying Who it matters to
Fairtrade claim Look for the FAIRTRADE mark and read any additional text on the packaging: does the claim apply to the product or to an ingredient? Fairtrade International explains that mass balance may be used for products such as cocoa and sugar. If Fairtrade is my priority, I want to know exactly what the claim applies to; around 45% of consumers give this certification check the highest priority.
Portion and sugar Compare the portion size and sugar per portion; use the values per 100 g to compare products of different sizes. Voedingscentrum gives 11,2 g of sugar for a 30 g slice of breakfast cake, but the value for your product may differ. For my coffee break, I want to know how much I’m actually having, especially if I’m choosing between a slice and a bar; around 33% of consumers prioritise portion size and nutritional value.
Ingredients and allergens Read the current ingredients list and check both the ‘contains’ and ‘may contain’ statements. Albert Heijn lists rye and wheat as allergens for AH Bakkersontbijtkoek; this doesn’t tell you anything about other varieties. If I need to watch out for certain ingredients or allergens, I check the packaging first; this information matters most to around 22% of consumers.

Common mistakes

  • Mistaking an ingredient claim for certification of the whole cake

    ‘Organic’ and ‘Fairtrade chocolate’ don’t mean the same as a Fairtrade mark for the entire breakfast cake. A mention of chocolate also doesn’t automatically tell you which part of a composite product the claim covers.

    Check the certification mark and the exact claim on the packaging you’re buying. If there’s additional text, check which ingredients it refers to.

  • Comparing sugar per 100 g only

    A slice and a bar can differ considerably in portion size. Voedingscentrum gives 11,2 g of sugar per 30 g slice of breakfast cake; Jumbo lists 26,5 g of sugar per 65 g portion for the raisin breakfast cake it tested. These aren’t equal portions.

    Also compare the weight of the portion you want to have with your coffee and the sugar per portion.

  • Assuming breakfast cake is gluten-free

    AH Bakkersontbijtkoek lists rye and wheat as allergens. Ingredients and warnings may differ in other varieties.

    If an allergen matters to you, check the current allergen information on the specific packaging before buying, including any statements about possible presence.

Brands to consider

Peijnenburg

Plain breakfast cake in a range of formats, including sliced and unsliced, so you can have a slice with your coffee or share a whole cake.

  • Peijnenburg lists rye and spices in its plain variety.
  • If Fairtrade is a must for you, check the certification mark on the specific packaging.

Snelle Jelle

Spiced cake and individually wrapped portions for a break on the go.

  • Snelle Jelle describes Kruidkoek Minder Suiker as individually wrapped.
  • Kruidkoek isn’t necessarily the same product variety as breakfast cake; compare the nutritional information and check any Fairtrade claim separately.

Albert Heijn

Own-brand breakfast cake in a range of formats and varieties, including plain and sliced wholemeal breakfast cake.

  • The varieties offer a choice of formats for sharing or enjoying as individual slices.
  • A claim on one variety doesn’t automatically apply to other breakfast cakes; read the packaging of the product you choose.

Jumbo

Own-brand breakfast cake, including plain breakfast cake and raisin breakfast cake.

  • For the raisin breakfast cake it tested, Jumbo lists nutritional information per 100 g and per portion.
  • Compare the portions of different varieties separately, and don’t infer Fairtrade status from the product category.

Breakfast cake at Joybuy

Related products coming soon.

Frequently asked questions

How can I recognise a Fairtrade claim on breakfast cake?

Check the FAIRTRADE mark and any additional text on the current packaging to see what the claim applies to. Fairtrade International says that mass balance may be used for products such as cocoa and sugar; as a result, a certification mark doesn’t automatically mean that every ingredient can be physically traced separately.

Is organic breakfast cake automatically Fairtrade?

No, an organic claim on its own isn’t a Fairtrade claim. For the breakfast cake you’re buying, check separately whether the packaging displays a FAIRTRADE mark or a clear claim about a particular ingredient.

Should I choose slices or individually wrapped portions for afternoon coffee?

Slices or a whole cake are handy for sharing at the table; an individually wrapped portion is easier to take with you. Then compare the weight and sugar per portion: a bar and a slice may not be the same size.

What does research into acrylamide mean for my choice of breakfast cake?

The research doesn’t identify a specific breakfast cake that you can choose or avoid based on the label. In 2025, the Netherlands Food and Consumer Product Safety Authority reported that acrylamide levels in 34% of the artisanal breakfast cake and gingerbread products tested were above the reference values. Don’t use this research result as a judgement on a specific product.