Who are these flakes for?

King's Day shopper looking for Fairtrade

You’re looking for chocolate flakes for breakfast, brunch or a treat, and want the packaging you choose to state Fairtrade or Fairtrade Cacao. Another cocoa certification isn’t enough for you.

Dark chocolate flake fan who checks the label

You want dark chocolate flakes and also check the ingredients and allergen warning. PLUS labels its dark Fairtrade flakes as vegan, but states that they may contain milk and lactose.

Shopper looking for milk chocolate flakes

You’re looking for the milk variety for a special breakfast and check that the ingredients are suitable for everyone sharing it. PLUS’s Fairtrade milk flakes contain whole milk powder, milk and lactose.

What should you look for when choosing?

Start by checking for a Fairtrade statement on the product you want to buy. Then choose between dark and milk, and check the product type, allergen information and availability for your King's Day plans.

PLUS dark Fairtrade chocolate flakes

A good choice if: You want dark flakes with an explicit Fairtrade Cacao statement; PLUS also labels the 300 g variety as vegan.

Keep in mind: The same product page warns that the flakes may contain milk and lactose. The vegan label is no substitute for checking allergens.

PLUS milk Fairtrade chocolate flakes

A good choice if: You want milk chocolate flakes and Fairtrade Cacao is a must.

Keep in mind: This 300 g variety contains whole milk powder, milk and lactose.

What to consider What to check before buying Who it matters to
Fairtrade statement Look for Fairtrade or Fairtrade Cacao on both the current product page and the packaging; don’t confuse it with Rainforest Alliance. If I specifically want Fairtrade flakes for King's Day, the product I choose must carry that label. For around 50% of consumers, this explicit confirmation matters most.
Flavour, product type and ingredients Compare dark and milk varieties, and read the ingredients and allergen warning. Also check that you’re buying flakes, not chocolate sprinkles. When I’m serving breakfast to several people, I want to choose flakes whose variety and ingredients suit everyone sharing them. Around 30% of consumers put suitability first.
Pack size and availability Work out how many packs you need and check the product’s availability shortly before buying. For brunch or a treat, I want to be sure I can buy enough flakes when I need them. This is the main concern for around 20% of consumers.

Common mistakes

  • Mistaking Rainforest Alliance for Fairtrade

    PLUS states Fairtrade Cacao for the dark and milk chocolate flakes examined. According to the PLUS product page, the De Ruijter Dark Chocolate Flakes examined contain Rainforest Alliance-certified cocoa; this does not confirm that they meet the Fairtrade requirement.

    If Fairtrade is essential to you, check the statement on the product page and again on the packaging.

  • Relying on a vegan label to check for allergens

    PLUS labels its dark Fairtrade flakes as vegan, but also states that they may contain milk and lactose. So in this case, a vegan label doesn’t mean the product is milk-free.

    Read both the ingredients and the allergen warning on the current label, rather than relying only on the front of the pack.

  • Assuming an old product listing means you can still buy it

    Albert Heijn lists Fairtrade Original Dark Chocolate Flakes as discontinued. This listing doesn’t confirm that you can buy the product for King's Day.

    Check the current availability of your chosen flakes shortly before you shop.

  • Confusing chocolate sprinkles with chocolate flakes

    The Fairtrade Original Dark Chocolate Sprinkles listed by Jumbo are sprinkles, not flakes. The product type matters if you’re specifically looking for flakes for breakfast or a treat.

    Check the product name on the packaging, and choose sprinkles only if that different format also suits your plans.

Brands to consider

PLUS

PLUS states Fairtrade Cacao for its 300 g dark and milk chocolate flakes.

  • The dark variety states that it contains at least 32% cocoa solids and is labelled vegan; the milk variety states that it contains at least 20% cocoa solids.
  • The dark variety may contain milk and lactose. The milk variety contains milk and lactose.

De Ruijter

According to the PLUS product page, the De Ruijter Dark Chocolate Flakes examined carry a Rainforest Alliance label.

  • The product page states that this dark variety contains at least 32% cocoa solids.
  • This label doesn’t confirm that it’s a Fairtrade choice. The dark variety examined contains soya and may contain milk.

Fairtrade Original

Jumbo lists 380 g Fairtrade Original Dark Chocolate Sprinkles as an alternative in a different format.

  • The Jumbo listing may be relevant if sprinkles, rather than flakes, are suitable for you.
  • The product may contain milk. Albert Heijn lists Fairtrade Original Dark Chocolate Flakes as discontinued.

Kiekeboe (ALDI)

ALDI lists 300 g Kiekeboe chocolate flakes in milk or dark varieties with a Rainforest Alliance label.

  • The ALDI listing makes clear which certification is stated for these flakes.
  • Rainforest Alliance does not confirm that these Kiekeboe flakes are Fairtrade.

Related Joybuy products

Related products coming soon.

Frequently asked questions

How can I identify Fairtrade chocolate flakes?

Check that both the current product page and the packaging state Fairtrade or Fairtrade Cacao. PLUS does this for the dark and milk chocolate flakes examined; a Rainforest Alliance statement on its own does not confirm that flakes are Fairtrade.

Should I choose dark or milk chocolate flakes for King's Day?

Choose the variety that suits your preferred taste and the ingredients that matter to the people you’re serving. PLUS’s dark Fairtrade flakes are labelled vegan but may contain milk and lactose; its Fairtrade milk variety contains whole milk powder, milk and lactose.

Does vegan mean the dark flakes can’t contain milk?

No. PLUS states that its dark Fairtrade flakes, which are labelled vegan, may contain milk and lactose. So be sure to check the allergen warning on the current label too. The Netherlands Food and Consumer Product Safety Authority highlights the importance of clear allergen labelling on food.

What date is King's Day?

According to the Dutch Government, King's Day falls on 27 April. If you’re planning breakfast or a treat, check before buying that your chosen flakes are available and that the packaging meets your requirements.