Who is this choice relevant to?

If Fairtrade cocoa is your priority

You want to be able to check the Fairtrade status of the cocoa in the product you buy. Breakfast cake with chocolate chosen separately is another option if a chocolate variant doesn’t provide clear information.

If you’re putting together a sweet sharing board

You’re looking for breakfast cake with chocolate for dessert or a drinks occasion, and want to know the portion sizes and which sugars or sweeteners are listed on the label.

If you check ingredients and allergens

If rye, other gluten-containing cereals, milk, soya or nuts matter to anyone you’re serving, read the ingredients and any warnings on the packaging of the product you actually buy.

What should you look for when choosing?

Chocolate breakfast cake

Choose this if: you want to serve the cake with chocolate straight away and can check the Fairtrade status of the cocoa in that exact variant.

Trade-off: a retailer’s general cocoa policy doesn’t necessarily tell you which certification applies to the product in that pack.

Breakfast cake with chocolate on the side

Choose this if: you want to select the chocolate separately based on its Fairtrade certification.

Trade-off: you’ll buy and serve two products rather than a ready-made chocolate breakfast cake.

What to consider What to check when buying Who it matters to
Fairtrade cocoa Check for a Fairtrade statement on the chocolate you’ve chosen or the exact breakfast cake variant. PLUS says that all cocoa in its own-brand products has been Fairtrade-certified since 2020; if you’re buying breakfast cake from PLUS, also check whether it contains cocoa. For my dessert board, I want to be able to check the Fairtrade status of the cocoa in what I buy, choosing the chocolate separately if necessary. Around 50% of consumers make checkable certification status their top priority.
Chocolate and ease of serving Choose between a cake with chocolate and a plain base with chocolate on the side. If you’re choosing a ready-to-serve option, check the portion size too. If I want to fill the board without any extra preparation, I’m mainly looking for a cake I can serve with chocolate straight away. Ease of serving is the top priority for around 30% of consumers.
Nutrition information and allergens Compare sugars on a like-for-like basis, for example per 100 g or per portion, and read the ingredients and allergen information. If the product contains sweeteners, check the warnings on the packaging too. When I’m considering ingredients or portion size, I want to know what’s in the cake I’ve chosen before serving it. These checks matter most to around 20% of consumers.

Common misconceptions

  • Confusing a retailer’s policy with a certification on the cake

    A policy on own-brand cocoa doesn’t automatically mean that a particular breakfast cake contains cocoa, or tell you which certification is stated for the variant you’ve chosen. For example, Albert Heijn says its own-brand cocoa is Rainforest Alliance- or Fairtrade-certified; these two labels don’t mean the same thing.

    If Fairtrade cocoa is a condition of your purchase, check the packaging or current product information for the exact variant.

  • Assuming ‘no added sugars’ means you can eat any amount

    Peijnenburg’s choco bar with no added sugars carries a warning about a possible laxative effect if consumed in excess. The Netherlands Nutrition Centre also gives the sugar content of a 30 g slice of breakfast cake as 11.2 g; don’t treat this as the nutritional value for every variant.

    Compare the nutrition information per portion and, if the product contains sweeteners, read the usage warning too.

  • Checking only the front of the pack for allergens

    Breakfast cake can contain rye, and other ingredients and warnings may also be relevant for chocolate variants. The Netherlands Food and Consumer Product Safety Authority explains the labelling requirements for the 14 mandatory allergens.

    Read the full ingredients list and any warnings about cross-contamination on the packaging of the product you’re serving.

  • Assuming iodised baker’s salt is always used

    The Netherlands Nutrition Centre says that bakers aren’t required to use baker’s salt. So don’t assume that all breakfast cake contains iodised baker’s salt.

    Check the ingredients list or ask the manufacturer which type of salt is used if it matters to your choice.

Brands to consider

PLUS

Worth considering if you’re looking at a PLUS own-brand product containing cocoa.

  • PLUS says all cocoa in its own-brand products has been Fairtrade-certified since 2020.
  • Check whether the breakfast cake you’ve chosen is a PLUS own-brand product, contains cocoa and what the current packaging says.

Peijnenburg

Its range includes sliced wholemeal breakfast cake and a separate choco bar.

  • The manufacturer provides product information to help you compare variants and portion sizes.
  • Don’t assume the choco bar is a Fairtrade option without a product-specific statement. This variant contains polyols and carries a warning about excessive consumption.

Albert Heijn

Stocks an AH Biologisch chocolate breakfast cake and publishes information about its own-brand cocoa.

  • Albert Heijn says cocoa in its own-brand products is Rainforest Alliance- or Fairtrade-certified.
  • That general statement doesn’t automatically confirm that the chocolate breakfast cake carries a Fairtrade claim; check the packaging of the product you’ve chosen.

Lidl

Its luxury breakfast cake range includes a dark chocolate and nut variant.

  • This named variant gives you a specific option if you’re looking for breakfast cake with chocolate.
  • Before choosing it, check the ingredients, nutrition information and any Fairtrade statement on the packaging.

Breakfast cake as a base for chocolate on the side

This sliced wholemeal breakfast cake is a good fit for a sharing board where you choose the chocolate separately and check its Fairtrade certification independently. The product shown is not itself a chocolate breakfast cake.

g'woon wholemeal breakfast cake, sliced, 485 g

g'woon wholemeal breakfast cake, sliced, 485 g

This sliced wholemeal breakfast cake can be served as a base with Fairtrade-certified chocolate chosen separately.

Pack size: 485 g. Before serving, check the current ingredients and allergen information, especially if rye or gluten is relevant to anyone.

View on Joybuy

Frequently asked questions

How can I check whether the cocoa in chocolate breakfast cake is Fairtrade?

Look for a Fairtrade statement about the cocoa on the current packaging or product information for that exact variant. PLUS says the cocoa in its own-brand products is Fairtrade-certified, but if you’re buying breakfast cake from PLUS, also check whether the product contains cocoa and falls under that own-brand policy.

Is chocolate breakfast cake automatically Fairtrade if a supermarket buys certified cocoa?

No. A general cocoa policy isn’t a product-specific Fairtrade statement. Albert Heijn says its own-brand cocoa is Rainforest Alliance- or Fairtrade-certified; check which label appears on the breakfast cake you want to buy.

What should I look out for in breakfast cake if someone needs to avoid allergens?

Read the ingredients list and any cross-contamination warnings on the current packaging. Check which gluten-containing cereals and other relevant allergens, such as milk, soya or nuts, are listed for the variant you’ve chosen.

Does breakfast cake always contain iodised baker’s salt?

No, don’t assume that it does. The Netherlands Nutrition Centre says bakers aren’t required to use baker’s salt; check the ingredients list or ask the manufacturer which type of salt is used if it matters to your choice.