Jumbo Custard Cakes

Jumbo Custard Cakes (known locally as Custard Cakejes) are a popular private-label pastry product from the Dutch supermarket giant Jumbo. These individual sponge cakes are typically filled with a smooth, sweet vanilla-flavored custard cream. They represent a classic Dutch snack item often found in the bakery aisle of Jumbo supermarkets across the Netherlands and Belgium.

The brand Jumbo originated from a small family business in Veghel, Netherlands. Over the decades, it has grown into one of the largest supermarket chains in the region, largely through strategic acquisitions such as Super de Boer and C1000. Jumbo products are developed as high-quality private-label alternatives to national brands, often manufactured by specialized Dutch industrial bakeries that adhere to strict quality standards for the domestic market.