Who is this relevant for?

If you eat breakfast cake regularly

You’re looking for a pack to enjoy at home and want to know which size suits how much you actually eat.

If you compare food labels

You want to compare the sugars, fibre and ingredients in different breakfast cakes, rather than relying on the wording on the front of the pack.

If you have dietary requirements or want a snack to take with you

You’re looking for a product explicitly labelled gluten-free, or you value pre-sliced portions and individually wrapped servings.

What should you look for when choosing?

First, work out how much breakfast cake you usually eat. Then compare the nutritional information and, if you have a specific dietary requirement, always check the packaging of the exact product variant.

What to consider What to check when buying Who it matters to
Pack size Compare the pack size and best-before date; also check whether the cake is pre-sliced. I eat breakfast cake regularly at home and want a pack I can finish in time. Around 42% of consumers prioritise finding a pack size that suits them.
Ingredients Check the sugars and fibre per 100 g and read the ingredients, including for wholemeal varieties and products with no added sugar. When choosing, I want to understand what’s in the cake rather than relying on a single claim on the front of the pack. Around 33% of consumers prioritise comparing labels.
Dietary requirements and convenience Check the allergen information for the exact product variant and see whether the slices are pre-cut or individually wrapped. If I need a gluten-free option or want to take slices with me, the packaging needs to meet that need. This is the first consideration for around 25% of consumers.

Common mistakes

  • Choosing a large pack without considering how much you’ll eat

    A large pack may not be the best choice if you won’t finish the breakfast cake before its best-before date.

    Choose a pack size that suits how often you eat breakfast cake, and follow the storage instructions on the packaging once opened.

  • Relying on a nutrition claim alone

    ‘Wholemeal’ and ‘no added sugar’ don’t tell you everything about a product’s nutritional values. A product with no added sugar can still contain sugars.

    Compare the nutritional information per 100 g. For products with sweeteners, also read the ingredients and any warnings.

  • Assuming breakfast cake is gluten-free

    The PLUS plain variety examined contains rye and cereals containing gluten. The product category alone doesn’t tell you whether another variety is gluten-free.

    If you need a gluten-free option, choose a product explicitly labelled gluten-free and check the current label.

  • Assuming it contains iodine from bakers’ salt

    According to the Netherlands Nutrition Centre, bakers don’t always use bakers’ salt. So you can’t tell from the name ‘breakfast cake’ whether a product contains iodine.

    Rely only on product-specific information on the packaging.

Brands compared

Jumbo

Own-label brand offering standard breakfast cake and varieties with different ingredients.

  • The plain breakfast cake is available in a 550 g pack.
  • Check the ingredients and allergens for each variety; a name from the same product range doesn’t tell you enough about its ingredients.

PLUS

Own-label brand offering plain breakfast cake, both pre-sliced and unsliced, as well as flavoured varieties.

  • The unsliced plain variety comes in a 550 g pack; a pre-sliced plain variety is also available in a 485 g pack.
  • The unsliced plain variety examined contains rye and cereals containing gluten. If you have an allergy, always check the current label.

Albert Heijn

Own-label brand offering, among other products, a standard 600 g breakfast cake.

  • The 600 g pack gives you another large pack to compare with others.
  • Albert Heijn says that ingredients and nutritional values can change, so check the packaging.

Koek & Bakker

ALDI own-label brand offering breakfast cake, including wholemeal and Zero varieties.

  • The wholemeal and Zero varieties examined are pre-sliced and come in 485 g packs.
  • Compare the nutritional information for the exact variety; a label such as Zero doesn’t replace that check.

Tastino

Lidl’s breakfast cake brand.

  • The packs described range from 465 to 550 g.
  • Check which variety is available in store.

Peijnenburg

Brand offering, among other products, wholemeal breakfast cake with no added sugar.

  • The wholemeal variety examined is pre-sliced and comes in a 345 g pack.
  • ‘No added sugar’ doesn’t mean sugar-free. Check the nutritional information, ingredients and any warnings on the packaging.

Breakfast cake at Joybuy

This pre-sliced wholemeal breakfast cake is worth considering if you want to compare the style as well as the pack size. To compare sugars and fibre, check the nutritional information on the packaging.

g'woon wholemeal breakfast cake, sliced, 485 g

g'woon wholemeal breakfast cake, sliced, 485 g

For anyone looking for pre-sliced wholemeal breakfast cake, this pack contains 485 g. Compare sugars and fibre using the nutritional information per 100 g on the packaging.

View at Joybuy

Frequently asked questions

Is a large pack of breakfast cake always convenient?

No. A large pack is most practical if you’ll finish it before its best-before date. Also check whether you’ll need to slice it yourself, and follow the storage instructions once it’s open.

Is breakfast cake with no added sugar sugar-free?

No. A ‘no added sugar’ label doesn’t mean the product contains no sugars. Check the sugars per 100 g and, if sweeteners are used, read the ingredients and any warnings too.

Can I choose ordinary breakfast cake if I need to eat gluten-free?

Don’t assume ordinary breakfast cake is gluten-free: the PLUS plain variety examined contains rye and cereals containing gluten. Choose a variety explicitly labelled gluten-free and check the product’s current label.

Does breakfast cake automatically contain iodine from bakers’ salt?

You can’t tell from the product name. The Netherlands Nutrition Centre says that bakers don’t always use bakers’ salt, so check the product-specific information on the packaging.

How should I store an opened pack of breakfast cake?

Follow the instructions on the packaging for your variety. PLUS says to store the plain variety examined in a cool, dark place; the instructions for another product may differ.