If Fairtrade chocolate is your priority
You’re looking for chocolate breakfast cake to enjoy while studying, but want to be able to link the Fairtrade claim to the cocoa or the specific cake you’re buying.
Who is this choice relevant to?
If you want to compare portions
You like taking a slice with you for a break and want to know how much sugar your chosen portion contains. Nutritional values can vary by brand, according to the Netherlands Nutrition Centre.
If you’re comparing shops’ ranges
You’re looking for an easy-to-carry option and want to check whether the exact breakfast cake is available. A Fairtrade claim on other products sold by the same shop says nothing about that particular variety.
What should you look for when choosing?
If Fairtrade chocolate is a must, first check the claim for the exact breakfast cake. Then compare the nutritional information and the format you’d like to take with you.
| What to consider | What should you check? | Who is this most important for? |
|---|---|---|
| Fairtrade status | Look for a Fairtrade claim on the current packaging or product page for the specific variety or the cocoa used. | If Fairtrade chocolate is the deciding factor for me, I want to be able to link that claim to the breakfast cake I choose; around 42% of consumers put this check first. |
| Sugars and portion size | Compare sugars per portion and per 100 g, and check the size of an individual slice or bar. | For a short study break, I want to decide in advance how much to take with me; around 33% of consumers focus on the combination of sugars and portion size. |
| Taking it with you and finding it | Check whether the exact variety is available and whether sliced portions or individual packs suit the way you’ll use it. | When I take a break on the go or somewhere else to study, I want to be able to carry the cake easily; around 25% of consumers give priority to this practical point. |
Common pitfalls
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Treating a discontinued product as a buying option
Albert Heijn describes its AH Biologisch chocolate breakfast cake as ‘filled with fair trade chocolate’, but also says that the product is no longer in its range.
Look for an available variety and check the Fairtrade claim again on the packaging or current product page for that exact product.
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Assuming a Fairtrade shop category means the breakfast cake is Fairtrade
Jumbo’s Fair trade category for breakfast and baking products includes items such as cocoa and chocolate sprinkles. That doesn’t automatically make a breakfast cake from the separate breakfast cake category a Fairtrade product.
Check whether the claim applies to the exact breakfast cake variety or the cocoa used.
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Automatically assuming breakfast cake is low in sugars
The Netherlands Nutrition Centre gives an average of 11.2 g of sugars per 30 g slice of breakfast cake; the value for your chosen brand may differ.
Check the nutritional information per 100 g and per portion, especially when comparing a chocolate variety or a bar with a different portion size.
Brands and shops to consider
AH Biologisch
Albert Heijn says its organic chocolate breakfast cake is filled with ‘fair trade chocolate’.
- The product page mentions organic ingredients and a resealable pack containing seven slices.
- Albert Heijn marks this variety as ‘No longer in range’, so the page doesn’t represent a current buying option.
Jumbo
Jumbo has a breakfast cake category, as well as a separate Fair trade category for breakfast, bread toppings and baking products.
- The breakfast cake category offers varieties you can compare by format and nutritional information.
- The separate Fair trade category features cocoa, chocolate sprinkles and cane sugar, but doesn’t confirm Fairtrade status for any breakfast cake variety.
ALDI / Koek & Bakker
ALDI lists a sliced wholegrain breakfast cake from Koek & Bakker and also has a page for Fairtrade products.
- The product page describes a pre-sliced 485 g pack.
- A separate Fairtrade page doesn’t confirm that this wholegrain breakfast cake contains Fairtrade cocoa.
Breakfast cake on Joybuy
Related products will be available soon.
Frequently asked questions
Can I still choose AH Biologisch chocolate breakfast cake as a Fairtrade option?
Not based on that product page: Albert Heijn says both ‘filled with fair trade chocolate’ and ‘No longer in range’. For another available variety, check the claim for the product or cocoa again.
Is breakfast cake Fairtrade if the supermarket also sells Fairtrade products?
No. A shop category for Fairtrade products doesn’t, by itself, tell you anything about a specific breakfast cake. Check whether the Fairtrade claim appears on the packaging or product page for the variety you’ve chosen.
How much sugar does a slice of breakfast cake contain?
The Netherlands Nutrition Centre gives an average of 11.2 g of sugars for a 30 g slice of breakfast cake. As brands and portion sizes can vary, use the nutritional information on your chosen pack when making a comparison.