Who are these options for?

Organisers who need plenty of slices

You want to work out in advance how much breakfast cake you can serve to your group. Compare the pack weight and, if stated, the number of slices.

Hosts who want to serve quickly

You want to put the breakfast cake out without having to slice it during the birthday get-together. A sliced option or individually portioned cake could be a practical choice.

Organisers with questions about ingredients

You’re keeping in mind guests who avoid sugars, certain grains or allergens. Check the nutritional information and the label on the exact pack you’re serving.

What should you look for when choosing?

First decide how much you want to serve, then choose between slicing it yourself and ready-portioned options. Finally, check that the ingredients are suitable for your guests.

What to consider What to check when buying Who it matters to
Enough portions Compare the pack weight and stated number of slices. With an unsliced cake, you decide the portion size yourself. When I’m serving a group, I want to know in advance how many packs I’ll need. Around 50% of consumers prioritise having enough portions.
Quick to serve Check whether the breakfast cake is sliced or comes in individual portions. I don’t want to need a knife and chopping board during the get-together. For around 30% of consumers, ease of serving is the top priority.
Suitable ingredients Read the ingredients, allergen information and nutritional values on the current pack. When guests have questions about sugars or allergens, I want to know what I’m serving them. Ingredients are the top priority for around 20% of consumers.

Common mistakes

  • Reading ‘no added sugars’ as ‘sugar-free’

    These are different claims. The Netherlands Nutrition Centre gives an average of 0.8 g of sugars per 30 g slice for breakfast cake with no added sugar, and points out that values vary by brand.

    Check the nutritional values per 100 g and, if provided, per portion on the pack you choose.

  • Checking the label only after serving

    Ingredients and allergens vary between options. PLUS lists rye and wheat in its pearl sugar breakfast cake, with possible traces of ingredients including milk, almonds and hazelnuts.

    Ask about relevant allergies in advance, check each pack individually and keep the packaging to hand during the get-together.

Brands and product ranges to consider

Jumbo

Jumbo offers its own-brand breakfast cake in several varieties, including plain, sliced plain and wholemeal.

  • An unsliced plain option gives you the freedom to cut the slices yourself.
  • For a sliced option, check how many slices you can serve to your group.

Koek & Bakker

ALDI offers sliced wholemeal breakfast cake and a sliced Zero option under this brand, both in 485 g packs.

  • The sliced format means less preparation when you’re getting ready to serve.
  • Check the label to assess the ingredients in your chosen option, rather than relying on the product name alone.

PLUS

PLUS offers, among other options, an unsliced pearl sugar variety and Korenlanders Bakkers plain breakfast cake.

  • The range gives you a choice between pearl sugar and plain varieties.
  • The pearl sugar option listed by PLUS contains rye and wheat. Also check the current pack for warnings about possible traces.

Peijnenburg

Peijnenburg’s range includes plain, wholemeal and sliced breakfast cake.

  • According to Peijnenburg, its 550 g pack of sliced plain breakfast cake contains 18 slices.
  • Peijnenburg lists 38 g of sugars per 100 g for this option. Compare the nutritional information for the variety you choose.

Tastino

Lidl offers Tastino as a breakfast cake range.

  • Tastino is another range to consider when you’re shopping at Lidl.
  • Before planning portions for your get-together, check the format, pack size and ingredients on the product you choose.

Breakfast cake and portions for your get-together

These Joybuy products suit two ways of serving: sliced breakfast cake and a breakfast cake option to portion up in advance. Compare the pack sizes with the number of guests, and read the current label if you have questions about ingredients.

g'woon sliced wholemeal breakfast cake, 485 g

g'woon sliced wholemeal breakfast cake 485 g

The sliced format is ideal for a get-together where you want to serve without any extra preparation.

485 g pack. Check how many slices you need, and if anyone has allergies, read the information about grains and gluten on the current label.

View at Joybuy
Snelle Jelle Less Sugar-Free breakfast cake, 250 g

Snelle Jelle Less Sugar-Free breakfast cake 250 g

This breakfast cake option is worth considering if you want to prepare portions for guests in advance.

250 g pack. Don’t assume the sugar content from the product name: check the sugars per 100 g and the allergen information on the current label.

View at Joybuy

Frequently asked questions

When should I choose sliced breakfast cake for a birthday get-together?

Choose sliced breakfast cake if you want to serve slices without having to cut them yourself. Check the number of slices on the pack to work out how many you’ll need for your group.

Does ‘no added sugars’ mean breakfast cake is sugar-free?

No. The Netherlands Nutrition Centre gives an average of 0.8 g of sugars per 30 g slice for breakfast cake with no added sugar, although this varies between brands. Read the nutritional information for the variety you plan to serve.

How can I check whether breakfast cake is suitable for guests with allergies?

Before serving, check the ingredients and allergen information on every pack. According to the Netherlands Food and Consumer Product Safety Authority, allergens in pre-packed foods must be listed in the ingredients list on the label. Also look for warnings about possible traces.

Should I assume breakfast cake contains iodised baker’s salt?

No, you can’t assume this for every breakfast cake. The Netherlands Food and Consumer Product Safety Authority describes a condition under which iodine compounds may be present via baker’s salt in bread, bread substitutes and other bakery products, with a maximum of 65 mg of iodine per kg of salt. This condition doesn’t tell you which ingredients are in an individual breakfast cake, so check the packaging.