How many pictures I've taken of the supermarket's breakfast-cracker section, you ask? Countless, it is like a safe haven for #DutchIJ 's. In 2019 breakfast cake Peijnenburg rebranded and reintroduced the IJ in their logo. And the Albert Heijn supermarkt brand displays an IJ in "ontbijtkoek" (were they possibly inspired by P.? 🕵️); multiply this by the variations they carry and you can imagine the light shining bright in this isle..