Who should pay attention to these checks?

Parents looking for a verifiable Fairtrade choice

You want to be able to see on the packaging of the exact breakfast cake whether the claim applies to the product or only to an ingredient such as chocolate.

Parents who need to consider allergens at school

You check the ingredients and allergens in your chosen cake, and take account of any requirements set by the class or school.

Parents who care about portions or ingredients

An individually wrapped slice or a no-added-sugar option may suit your preferences. Neither feature, on its own, confirms a Fairtrade claim.

What should you look for when choosing?

First, check the claim on your chosen breakfast cake and make sure it’s suitable for the child and the school. Then compare portion sizes and nutritional information.

What to consider What to check when buying Who is this important to?
Fairtrade claim Read the claim on the current packaging and check whether it applies to the whole breakfast cake or just the cocoa or chocolate. If Fairtrade is my main reason for choosing breakfast cake, I want to know exactly what the claim refers to. Around 50% of consumers put this verifiable claim first.
Allergens and school requirements Check the ingredients, allergen information and requirements of the school or class for the specific product. When packing a lunchbox, I want to avoid choosing a cake that conflicts with the allergens we need to consider. For around 30% of consumers, this is the first requirement.
Portion and ingredients Compare the portion size and, if it matters to your choice, the sugar per portion and the ingredients. If the cake needs to be easy to pack or I’m looking for a particular combination of ingredients, I check whether slices are individually wrapped. This matters most to around 20% of consumers.

Common mistakes

  • Assuming a Fairtrade range means a breakfast cake carries the claim

    PLUS and Jumbo promote Fairtrade products, but that doesn’t tell you which claim appears on an individual breakfast cake.

    Read the packaging of the product you’ve chosen and check whether the claim applies to the cake or to an ingredient.

  • Relying on an older product page when making a purchase

    Albert Heijn described AH Bio chocolate breakfast cake as filled with fair trade chocolate, but also listed the product as discontinued.

    Base a new choice on current product information and check the claim on the packaging again.

  • Assuming breakfast cake is automatically suitable for every school bag

    The Peijnenburg varieties described contain rye flour; these products also list possible other allergens. Individual packaging doesn’t change that.

    Check the current allergen information before packing it, and follow the requirements of the school or class.

Brands compared

Albert Heijn

Albert Heijn described AH Bio chocolate breakfast cake as filled with fair trade chocolate.

  • The description makes it clear that the claim applies to the chocolate.
  • Albert Heijn listed this specific product as discontinued, so the old page isn’t a current purchase option.

PLUS

PLUS promotes Fairtrade own-brand products and also sells breakfast cake.

  • The Fairtrade information can help you look for a claim on a specific product.
  • The Fairtrade range doesn’t confirm that your chosen breakfast cake carries the claim.

Jumbo

Jumbo has both a Fairtrade section and a range of breakfast cakes.

  • You can compare the information about an individual breakfast cake with any Fairtrade claims.
  • The fact that both sections exist says nothing about whether a specific cake is certified.

Peijnenburg

Peijnenburg describes, among other options, individually wrapped breakfast cakes, including a Naturel 10-pack with 28 g slices.

  • The individual packaging gives you a practical option for packing a school lunchbox.
  • For the variety you choose, check the current allergen information and any Fairtrade claim separately.

Breakfast cake at Joybuy

Related products will be available soon.

Frequently asked questions

Is breakfast cake with fair trade chocolate fully Fairtrade-certified?

A claim about the chocolate alone doesn’t mean the whole cake is certified. Check the current packaging to see whether the certification mark or description applies to the entire breakfast cake or to cocoa or chocolate as an ingredient.

Can I still consider AH Bio breakfast cake with fair trade chocolate as a purchase option?

Not based on the older product listing: Albert Heijn also marked that specific breakfast cake as discontinued. For a product you’re choosing now, check the current packaging and the exact claim again.

What should I check when choosing breakfast cake for school if allergens are a concern?

Read the current ingredients and allergen information for your chosen cake, and take account of the school’s requirements. The Peijnenburg varieties described contain rye flour, a gluten-containing grain; information about other allergens varies by product.

Is an individually wrapped slice more suitable for a school bag?

Individual packaging can make packing easier. You should still check the portion size, storage information, allergens and any Fairtrade claim for that exact variety.