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, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

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 newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.