Stallholders working to a tight budget
If you can slice the cake yourself, the quantity you need, pack size and any wastage from slicing will all affect how many packs you need to buy.
Who should consider this?
Stallholders who want to serve customers quickly
When it gets busy, pre-sliced breakfast cake can save you a step at the stall. Decide in advance what size portions you want to offer.
Sellers offering unpackaged portions
If you sell breakfast cake outside its original retail packaging, you must be able to tell customers about any allergens before they buy it. This is based on guidance from the Netherlands Food and Consumer Product Safety Authority.
What should you look for when buying?
First, decide how you’ll use the cake and how many portions you’ll need. Then compare pack sizes and portion formats. If you’ll serve it unpackaged, also check the information for the exact product you’re buying.
| What to consider | What to check | Who is this important for? |
|---|---|---|
| Quantity needed | Work out how many portions you need and compare the net weight of each pack. | If I can slice it myself, I want to buy enough to cover the quantity I actually expect to serve. For around 50% of consumers, quantity is the main consideration when choosing. |
| Serving portions | Check whether the cake is pre-sliced and whether the portion size suits the way you plan to serve it. | When it’s busy, I want to keep preparation to a minimum. That’s why around 30% of consumers prioritise quick, evenly sized portions. |
| Product information | Check the label of the specific product you want. If you’re selling it unpackaged, make sure information about any allergens is available before purchase, as required by the Netherlands Food and Consumer Product Safety Authority. | If I’m offering a particular product or selling the cake unpackaged, I want to be able to give customers accurate information. This need for information is the top priority for around 20% of consumers. |
Common mistakes
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Ignoring the pack weight
Packs of different weights won’t provide the same number of portions, even if they look similar on the shelf.
Work out how much cake you’ll need for your planned portions and check the net weight of each pack.
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Assuming pre-sliced cake is always the most convenient option
Pre-sliced portions save you time, but they still need to suit what you want to serve at your stall.
Choose the format to suit your preparation, service and preferred portion size.
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Serving unpackaged cake without allergen information
According to the Netherlands Food and Consumer Product Safety Authority, businesses must tell customers about any allergens in unpackaged food before they buy it.
Keep allergen information available for every product you offer, and make it clear how customers can access it before buying.
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Assuming all breakfast cake contains baker’s salt
The name ‘breakfast cake’ doesn’t tell you which ingredients are used in a particular product. The Netherlands Nutrition Centre says that even bread does not have to contain baker’s salt.
Only make claims about baker’s salt or iodine based on the current packaging of the cake you’re selling.
Brands to compare
PLUS
The PLUS own brand offers a 550 g plain breakfast cake to slice yourself, as well as a 485 g pre-sliced plain version.
- Having the choice of sliced or unsliced makes it easier to fit preparation around your stall.
- Rye is listed for these products, and they may contain wheat, barley and oats. Check the packaging of the product you buy.
AH
AH Breakfast Cake is listed in a 600 g pack.
- The stated net weight helps you plan how much you’ll need.
- Check the current ingredients and allergen information on the packaging when you buy it.
Koek & Bakker
ALDI lists pre-sliced wholemeal breakfast cake and a pre-sliced Zero version from Koek & Bakker, each in a 485 g pack.
- These options give you a choice if the type of product matters as well as the portion format.
- Check the current packaging of the product you choose for information about sugars, ingredients and allergens. Don’t rely on the name Zero.
Peijnenburg
For Peijnenburg Naturel Gesneden 550 g, Jumbo lists 18 slices and rye as an allergen.
- The stated number of slices gives you a starting point for estimating portions for this product.
- Check the actual packaging before telling customers how many portions it provides or giving them allergen information.
Breakfast cake at Joybuy
This 250 g breakfast cake is one option to consider when planning portions for your stall. Before buying, check that the portion format and packaging information suit the way you’ll use it.
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Snelle Jelle Breakfast Cake Less Sugar-Free, 250 g
If you’re serving this at your stall, check how the 250 g pack is portioned. The sugar claim in the product name and the product description don’t match, so check the nutritional information on the actual packaging before telling customers anything about it. Also check the ingredients and allergens for the way you plan to serve the cake.
Frequently asked questions
How do I work out how much breakfast cake I need for my stall?
Start by deciding what you’ll use it for: will you sell it, give it away, use it as an ingredient or provide it for staff? Then estimate how many portions you’ll need each day and how much cake that will take. If you’re slicing it yourself, also allow for your chosen portion size and any wastage from slicing.
Do I need to provide allergen information if I serve breakfast cake unpackaged?
Yes. According to the Netherlands Food and Consumer Product Safety Authority, businesses must tell customers about any allergens in unpackaged food before they buy it. You can provide this information in writing or verbally, as long as customers know how to ask for it.
Can I simply sell breakfast cake as gluten-free?
No. Rye is listed for the PLUS products mentioned, and they may contain wheat, barley and oats. Jumbo lists rye as an allergen for Peijnenburg Naturel Gesneden 550 g. Check the allergen information on the exact packaging before making a claim about that product.
Does all Dutch breakfast cake contain iodine from baker’s salt?
You can’t tell from the product name, and there’s no general rule requiring it in breakfast cake. The Netherlands Nutrition Centre says that even bread does not have to contain baker’s salt. Check the ingredients on the breakfast cake you actually buy.