If you want to avoid added sugar
You’re looking for breakfast cake with no added sugars, but don’t want to assume that ‘zero’ means it contains no sugars at all.
Who is this choice relevant to?
If you want to compare wholegrain options and fibre
You want to be able to check on the packaging whether a variety is wholegrain and how much fibre it contains per 100 g.
If you’re stocking up for the first time
You’re looking for a sliced pack for home or individual portions to take with you. The type of packaging you want will determine which products you compare.
What should you look for when choosing?
First decide what ‘no added sugars’ means for your choice. Then compare the nutritional information and ingredients of the varieties in a pack you’ll actually use.
| What to look for | What to check | Who is it important to? |
|---|---|---|
| Added sugars and sugars present | Compare ‘added sugars’ with ‘of which sugars’, preferably per 100 g. | If I want to avoid added sugar, I don’t want to mistake a ‘zero’ product for one that’s completely sugar-free. This distinction is a priority for around 33% of consumers. |
| Wholegrain and fibre | Check the wholegrain claim and the number of grams of fibre per 100 g. | When choosing breakfast cake for home, I want to be able to compare the wholegrain variety using the nutritional information. This is the most important consideration for around 27% of consumers. |
| Packaging for home | Check the pack weight and whether the breakfast cake is already sliced. | For my first shop, I want a pack that’s easy to use at home, without having to choose individual portions. This practical consideration is the deciding factor for around 20% of consumers. |
| Taking it with you and ingredients | Check whether it comes in individual portions and read the ingredients and allergen information. | If I’m taking breakfast cake with me, I want individual portions and to know which grains or sweeteners it contains. This is the first thing around 20% of consumers look for. |
Common mistakes
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Assuming ‘zero’ means completely sugar-free
The Peijnenburg, AH and PLUS varieties mentioned list 4.9 g of sugars per 100 g. ‘No added sugars’ and the amount of sugars present are two different things.
Check both the ingredients and the ‘of which sugars’ line in the nutritional information on the current packaging.
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Overlooking allergens
The varieties discussed contain rye or other gluten-containing cereals. Some also state that they may contain milk or nuts.
If you need to avoid an ingredient, check the allergen information for the exact variety you’re buying, including any ‘may contain’ statements.
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Assuming breakfast cake contains iodised baker’s salt
According to the Netherlands Nutrition Centre, bakers aren’t required to use iodised baker’s salt. So you can’t assume it’s present just because breakfast cake is a baked product.
If iodised baker’s salt matters to your choice, check the packaging or ask the manufacturer.
Brands to compare
Peijnenburg
Peijnenburg offers plain and wholegrain breakfast cake with no added sugars. This means you can compare options within the range by their wholegrain claims and nutritional information.
- Peijnenburg lists 17 g of fibre per 100 g for its wholegrain variety and describes it as 100% wholegrain.
- The wholegrain variety discussed also lists 4.9 g of sugars per 100 g, contains rye and xylitol, and may contain milk and nuts.
AH
AH Ontbijtkoek zero gesneden is a 485 g pack for anyone who wants sliced breakfast cake at home.
- The product information lists 0 g of added sugars.
- AH also lists 4.9 g of sugars per 100 g; check the current packaging for rye, gluten and xylitol too.
PLUS
PLUS Ontbijtkoek Zero gesneden is also a 485 g pack for enjoying at home.
- PLUS lists 0 g of added sugars and 15.6 g of fibre per 100 g.
- According to PLUS, the same variety contains 4.9 g of sugars per 100 g; the ingredients include rye flour and xylitol.
Koek & Bakker
ALDI lists a pre-sliced 485 g Koek & Bakker Ontbijtkoek Zero with no added sugars.
- The product description specifically says that the breakfast cake is pre-sliced.
- For details of the sugars present, sweeteners and allergens, check the nutritional information and ingredients on the packaging.
Snelle Jelle
Snelle Jelle offers a zero-sugar spiced cake in a pack of four individual portions. Don’t confuse it with the separate reduced-sugar variety.
- PLUS lists 4.9 g of sugars and 17 g of fibre per 100 g for the Zero 4-pack.
- The Zero pack lists xylitol and warns that excessive consumption may have a laxative effect. The reduced-sugar variety lists 24 g of sugars per 100 g.
Related Joybuy products
Related products coming soon.
Frequently asked questions
Is zero-sugar breakfast cake the same as sugar-free breakfast cake?
No. The Peijnenburg, AH and PLUS varieties mentioned here list 4.9 g of sugars per 100 g, despite being labelled ‘zero’ or ‘no added sugars’. Check the ‘of which sugars’ line to find out how much sugar the variety you’ve chosen contains.
Should I check which sweeteners are in zero-sugar breakfast cake?
Yes. Check which sweeteners are in the variety you’ve chosen and read any warnings. The varieties discussed list xylitol; the Snelle Jelle Zero packaging warns that excessive consumption may have a laxative effect.
Can I assume that zero-sugar breakfast cake is gluten-free?
No. The varieties discussed contain rye or other gluten-containing cereals. Always check the current ingredients and allergen information for the variety you’re buying, including for possible traces of other ingredients.
Does breakfast cake automatically contain iodised baker’s salt?
No, you can’t tell from the product category alone. The Netherlands Nutrition Centre says that bakers aren’t required to use iodised baker’s salt. Check the packaging or ask the manufacturer whether the breakfast cake you’ve chosen is made with it.
How should I store sliced breakfast cake?
Follow the storage instructions on the packaging of the breakfast cake you’ve chosen. PLUS says its sliced Zero variety should be stored in a cool, dry place away from light.