Jumbo Launches ‘Healthier’ Fruit Poffertjes

Jumbo Fruit pancakesDutch supermarket group Jumbo has launched a new collection of private brand fruit flavored cakes, each of which contain as much as 40% fruit. The new range was created to provide children with their recommended daily intake of fruit. The cakes come in a 24 pack that is priced at €1.89. The kids focused Fruit Poffertjes contain only natural sugars, and are available in apple and raisin as well as banana.

Poffertjes are a traditional Dutch batter treat. Resembling small, fluffy pancakes, they are made with yeast and buckwheat flour. Unlike American pancakes, they have a light, spongy texture. Typically, poffertjes are served with powdered sugar and butter, and sometimes syrup or advocaat.



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Christopher Durham
Christopher Durham is the President of My Private Brand and the Co-founder of The Vertex Awards. He is a strategist, author, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. Durham has published five definitive books on private brands including his first book Fifty2: The My Private Brand Project. In 2017, he will debut his latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.