Who is this relevant to?

Stallholders looking for a clear sugar claim

You want to be able to explain whether a biscuit is labelled ‘sugar-free’ or ‘reduced sugar’. The nutritional information, ingredients and allergens for the specific variety also matter.

Stallholders who need to hand out biscuits quickly

During busy periods, you want to be able to hand out biscuits without portioning them at the stall. Individual wrapping can be practical, but it doesn’t automatically make a biscuit a lower-sugar option.

Stallholders selling unpackaged biscuits

When selling unpackaged food, customers must be able to get information about any allergens present before buying. The Netherlands Food and Consumer Product Safety Authority lists shelf labels and menus, among other options, as ways to provide this information in writing.

What should you look for when choosing?

Start with the claim and nutritional information for the specific variety. Then check whether the packaging, allergen information and number of biscuits suit the way you hand them out at the stall.

What to consider What to check Who is this most important for?
Sugar claim Read the exact claim on the packaging and compare the ‘of which sugars’ figure per 100 g. For a ‘reduced sugar’ claim, also check what it is being compared with. If I’m offering a clear alternative alongside oliebollen, I want to be able to explain the claim for the biscuit I’ve chosen. Around 40% of consumers put a verifiable sugar claim first.
Handing out individual portions Check whether the biscuits are individually wrapped and how many are in the pack. During busy periods, I want to be able to hand out a biscuit without portioning or wrapping it first; around 30% of consumers place the greatest importance on being able to hand them out quickly.
Allergen information Check the allergens for each variety and how customers can get information before buying unpackaged biscuits. When I unpack biscuits, I want to be able to answer questions about any allergens present. Around 20% of consumers put providing this information first.
Range and number of biscuits Check the current variety and the number of biscuits in each pack before planning how you’ll hand them out. I want to know whether I can keep buying the same variety and enough individual portions; around 10% of consumers give this kind of range planning the highest priority.

Common purchasing mistakes

  • Only reading the front of the pack

    ‘Sugar-free’ on its own tells you nothing about the other nutritional values. Albert Heijn lists Céréal Chocolate Chip Cookie as containing 0 g sugars, but also 414 kcal and 18 g fat per 100 g.

    Compare the nutritional information per 100 g and read the ingredients and allergen details. At your stall, only use the claim shown on the current packaging for the variety you’ve chosen.

  • Overlooking the warning about maltitol

    The Céréal Chocolate Chip Cookie sold by Albert Heijn carries a warning that excessive consumption may have a laxative effect. This is relevant if you’re offering this biscuit as an alternative.

    Keep the product information to hand and take the warning into account when deciding on portion sizes and what information to give customers.

  • Losing allergen information after unpacking

    If biscuits are sold unpackaged, information about any allergens present must be available before purchase. The Netherlands Food and Consumer Product Safety Authority lists shelf labels and menus, among other options, for providing this information.

    Keep the product information for each variety and update the information for customers whenever you switch to different packaging or a different recipe.

  • Confusing individual wrapping with lower sugar

    Albert Heijn says that the biscuits in the Lotus Speculoos 300-piece pack are individually wrapped, but also lists 38 g sugars per 100 g. The wrapping helps with handing them out; it doesn’t support a sugar claim.

    Assess the packaging and nutritional information separately. If your aim is to reduce sugar in your additional offering, choose a biscuit with a verifiable sugar claim.

Brands to consider

Céréal

Albert Heijn sells the Chocolate Chip Cookie as ‘sugar-free’. It’s an option to consider if an explicit sugar claim matters to you.

  • For this variety, Albert Heijn lists 0 g sugars and 26 g polyols per 100 g.
  • The same product information lists 414 kcal and 18 g fat per 100 g, as well as a warning that excessive consumption may have a laxative effect. Check the allergen information for this variety too.

Goud Gebakken

ALDI lists a Koekhappers variety with a ‘30% less sugar’ claim and a pack of six individually wrapped biscuits.

  • Individual wrapping works well when handing out biscuits one at a time at a stall.
  • Check which variety you’re buying on the current packaging, and read the ingredients, allergen information and full nutritional details.

Lotus Biscoff

According to Albert Heijn, the Lotus Speculoos 300-piece pack is intended for handing out individual biscuits. Consider it a traditional speculoos option, not a lower-sugar biscuit.

  • Albert Heijn says the biscuits in this pack are individually wrapped.
  • Albert Heijn lists 38 g sugars per 100 g for this product. Check the allergen information before offering it.

Sondey

Lidl describes Sondey as a brand with various types of biscuits and cookies. The brand name alone doesn’t tell you whether a particular variety is suitable for a lower-sugar offering.

  • The range includes different types of biscuits that you can assess individually.
  • Check the packaging of the specific variety before making a sugar claim.

Joybuy products for this topic

Related products coming soon.

Frequently asked questions

Do I need to provide allergen information if I sell biscuits unpackaged?

Yes. When selling unpackaged food, information about any allergens present must be available before purchase. The Netherlands Food and Consumer Product Safety Authority recommends providing written information, for example on shelf labels or menus. You can give the information verbally if you clearly tell customers they can ask about allergens.

Does ‘sugar-free’ also mean a biscuit is low in calories?

No, the sugar claim doesn’t tell you that. Albert Heijn lists Céréal Chocolate Chip Cookie as containing 0 g sugars, but also 414 kcal and 18 g fat per 100 g. So check the other nutritional values and consider the portion you’ll actually be handing out.

Where can I find out which sweetener is used?

Check the ingredients list: according to the Netherlands Nutrition Centre, it will say ‘sweetener’, followed by the name or E-number. For the biscuit you’ve chosen, also check whether the packaging carries a warning about polyols or excessive consumption.

Can I offer individually wrapped Lotus Biscoff as a lower-sugar option?

Not on the basis of the nutritional information for Lotus Speculoos 300-piece pack: Albert Heijn lists 38 g sugars per 100 g. Individual wrapping can make the biscuits easier to hand out, but it doesn’t support a lower-sugar claim.