Choose breakfast cake for a quick breakfast on the go as a Fairtrade option only if the Fairtrade mark or an unequivocal certification claim applies to the product you’re buying. Albert Heijn says that its breakfast cake with fair trade chocolate has been discontinued. A claim about the chocolate also doesn’t confirm that the whole cake is Fairtrade-certified. If you’re taking it with you, check the individual packaging separately and compare the sugars, fibre and ingredients on the label of the exact variety.
You want to be able to see exactly what a Fairtrade claim applies to when choosing breakfast for on the go. A claim about chocolate isn’t the same as a Fairtrade mark for the whole breakfast cake, so check the exact product.
You’re looking for a slice you can take to work, school or on the go without having to cut it yourself. Peijnenburg describes its Naturel 10-pack as containing ten individually wrapped slices of 28 g.
You want to compare sugars, fibre and ingredients for each variety rather than judge by the name alone. Peijnenburg states that its Naturel zonder toegevoegde suikers contains 1.4 g of sugars and 4.8 g of fibre per 28 g slice. This alone says nothing about Fairtrade certification.
First, decide whether a verifiable Fairtrade claim is essential. Then compare the packaging and nutritional information for the breakfast cake you actually want to take with you.
| What to consider | What to check | Who it matters to |
|---|---|---|
| Fairtrade status | Check whether the Fairtrade mark or certification claim applies to the whole breakfast cake, and make sure you’re looking at the current product. | If Fairtrade is a deciding factor for me, I don’t want to rely on a standalone claim about the chocolate filling. Around 42% of consumers prioritise verifiable Fairtrade status. |
| Convenience on the go | Compare individually wrapped slices with pre-sliced cake, and check the weight per portion. | I want to be able to grab a slice when I’m out without having to cut a whole cake first. For around 33% of consumers, convenience on the go comes first. |
| Nutritional information | Compare sugars and fibre per 100 g and per portion, and read the ingredients list. | When I take a slice with me, I want to know which ingredients and nutritional values apply to that portion. Sugars, fibre and ingredients are the top priorities for around 25% of consumers. |
Albert Heijn describes an AH Bio breakfast cake as filled with fair trade chocolate and says that the product has been discontinued. This description doesn’t confirm that the entire breakfast cake is Fairtrade-certified or still available.
Check the packaging or current product page to see exactly what the Fairtrade mark or claim applies to.
Peijnenburg states that its Naturel zonder toegevoegde suikers still contains 1.4 g of sugars per 28 g slice. The product name doesn’t replace the nutritional information or ingredients list.
Compare sugars and fibre on the same weight basis, and check which ingredients, including any sweeteners, are in the exact variety.
Ingredients can vary from one product to another. The name breakfast cake alone doesn’t tell you what type of salt has been used.
Check the ingredients list for the breakfast cake you want to buy. If the type of salt isn’t clear, ask the manufacturer to clarify.
Peijnenburg offers, among other products, individually wrapped breakfast cake and a variety with no added sugars. Compare the exact packaging and variety if portability or nutritional information matters to you.
Albert Heijn’s breakfast cake range includes different formats, such as pre-sliced loaves and bars.
Jumbo’s own-brand range includes different breakfast cake varieties, including wholemeal and individually wrapped options.
Not on the basis of that description alone: the claim may apply only to the chocolate. Albert Heijn also says that the AH Bio breakfast cake in question has been discontinued. Check whether the Fairtrade mark or certification claim applies to the whole cake on the product you want to buy.
You can take an individually wrapped slice with you without having to cut a whole cake. Peijnenburg says that its Naturel 10-pack contains ten individually wrapped slices of 28 g. Check the Fairtrade status separately: individual packaging doesn’t tell you anything about that.
First compare the nutritional information per 100 g, then check the weight and values per slice. The Netherlands Nutrition Centre gives 11.2 g of sugars and 1.1 g of fibre for a 30 g slice of breakfast cake. Peijnenburg states that its Naturel zonder toegevoegde suikers contains 1.4 g of sugars and 4.8 g of fibre per 28 g slice. These portions weigh different amounts and refer to different products.
Check the ingredients list for the exact breakfast cake for a mention of iodised salt. If the type of salt used isn’t clear, ask the manufacturer about the ingredients rather than trying to infer it from the product category.
