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+ Food products have a full ingredient list including E-codes, for example FunCakes fondant: sugar 79 per cent, palm fat, glucose syrup, humectant E422, emulsifier E471, preservative E200
+ Product prices are visible without logging in, for example Dr Oetker pistachio flavouring 35 ml 3.90 euros and disposable piping bags 30 cm 10 pcs 2.95 euros
+ Baking department prices are visible without logging in, for example Wilton mini gingerbread cookie cutter set 5.99 euros and Wilton 4-in-1 decorating sprinkle mix 7.99 euros
+ Food products have a full ingredient list including E-codes, for example SmartFlex sugar paste: sugar, glucose syrup (maize), vegetable fats, modified starch (potato), thickener E415, flavouring
+ Product pages state dimensions, volume and material clearly, for example Ibili coated loaf cake tin 12 cm 0.25 l 9.90 euros and instructions for use for the coated tin
+ Delivery terms are exceptionally clear: delivery 5.2 euros and free for orders over 60 euros, delivery time 2-5 working days via DHL or Posti, and the shop also delivers to Finland
We scored 6 online stores for baking and cake decoration supplies on 20 metrics: transparency, reachability and content quality. The key question: can you see the product's price, material, dimensions and right of return before you enter your payment card details?
Product price displayed without logging in (25), material (silicone, metal), dimensions or volume and food-grade suitability on the product page (20), delivery costs and free delivery threshold stated (15), right of return and complaint stated, restriction on opened food or hygiene products mentioned (15), business ID (Y-tunnus) or responsible company clearly stated (15), ingredient or allergen declaration for food products (colours, sugar paste) on the product page (5), breadth of baking and cake decoration range clearly displayed (5)
Transparency is 30% of the total points · these metrics make up its 100 points · the full formula and the other pillars
How to read the comparison correctly: Score measures how openly a company publishes its prices, terms and contact details, not what kind of service it gives its customers. Clear differences in points indicate a genuine difference: one states the price immediately, another only after logging in. Close scores should not be read as a ranking order, because every measurement has a margin of variation. The measurement accuracy and the entire calculation formula have been laid open in the methodology.
Customer experience is brought into the assessment separately. We also collect customer feedback and customer experiences about the companies through separate surveys. The results will be added later to the overall assessment, so that the Score tells not only about transparency but also about how customers experience the company's service.
Price, product information and right-of-return transparency are the industry's pain points. When buying baking and cake decorating supplies online, it is important to see the price without logging in, the product's material (silicone or metal), dimensions or volume and food-safety suitability on the product page, the ingredient list of food colourings and sugar paste, delivery costs and the free delivery threshold, and how the right of return for an opened food or hygiene product is stated. The comparison rewards shops that state these openly.
Five of the six are Finnish companies, Tant Fondant is Swedish. Confetti (Confetti Oy), Chez Marius (Chez Marius Oy), Juhlamaailma (Ilmapallokeskus Balloon Center Oy), Juhlakauppa.com (Tamisy Oy) and My Dream Day (OIDO Oy Ab) are Finnish companies that have a business ID (Y-tunnus). Tant Fondant is a Swedish online shop with its own Finnish-language shop and delivery to Finland, and this is stated openly. Juhlamaailma, Juhlakauppa and My Dream Day also sell party supplies, but the comparison assesses their baking and cake decoration department. The business ID (Y-tunnus) metric assesses how clearly the responsible company is displayed on the shop's pages.
Every lost point is documented in your profile. Our analysis prioritises fixes by impact: which actions raise your score the most by the next update. The analysis is free of charge in the opening phase.
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