Who is this choice relevant to?

Sunday breakfast shopper on a tight budget

Wants to serve breakfast cake at home, so compares the price per kilo, pack weight and the difference between pre-sliced and unsliced options.

Label-conscious breakfast shopper

Is looking for a wholemeal variety or a product with no added sugar, and wants to check on the pack what that claim means for the breakfast cake they choose.

Shopper who wants to serve breakfast quickly

Prefers pre-sliced pieces or individually wrapped portions for Sunday breakfast, even if an unsliced pack works out cheaper per kilo.

What should you look for in breakfast cake for Sunday?

First decide whether price per kilo, the label or ease of serving matters most to you. Then compare the exact packs: a smaller pack, a wholemeal variety and a plain pack won’t always meet the same need.

What to consider What to check when buying Who it matters to
Price per kilo Compare the price per kilo and pack weight of plain varieties; check whether you need pre-sliced pieces. If I can slice it myself at home, I don’t want to pay extra for packaging that offers me little added convenience. Around 36% of consumers prioritise a low price per kilo.
Label and nutritional value Read the ingredients and compare fibre and sugars per 100 g for the exact varieties. When choosing a wholemeal variety, I want to know what’s in the breakfast cake I’ve picked, rather than relying on the front of the pack alone. Around 22% of consumers prioritise checking the label.
Specific product claim For a variety with no added sugar or a gluten-free variety, check the exact claim and the current packaging. If I need a product with a specific claim, I don’t want to accidentally pick up a standard variety. For around 21% of consumers, this feature matters most.
Ease of serving Check whether the breakfast cake is pre-sliced, unsliced or individually wrapped. When I want to get Sunday breakfast ready quickly, ready-sliced pieces matter more to me than slicing them myself. For around 21% of consumers, convenience comes first.

Common mistakes when choosing

  • Comparing only the pack price

    A small pack of individual portions and a large unsliced pack don’t contain the same amount of breakfast cake. So a lower pack price tells you little about the cost per kilo.

    Compare the price per kilo first, then decide what pack size and amount of slicing suit your breakfast.

  • Assuming wholemeal tells you everything about its nutritional value

    In 2019, the Dutch Consumers’ Association pointed out that the wholemeal claim on breakfast cake doesn’t automatically mean it contains much more fibre than a standard variety.

    Compare the ingredients and fibre per 100 g on the packs you’re actually considering.

  • Assuming ‘Zero’ or ‘no added sugar’ means sugar-free

    The claim ‘no added sugar’ doesn’t mean the breakfast cake contains no sugars.

    Check both the product claim and the ‘of which sugars’ figure in the nutrition table on the exact pack.

  • Assuming breakfast cake is made like bread

    The Netherlands Nutrition Centre describes iodised baker’s salt in bread. That doesn’t mean the breakfast cake you choose contains the same ingredients.

    For details of what’s in breakfast cake, check the information for the specific product. If iodine matters to your choice, ask the manufacturer for more information.

Comparing brands and own-label options

Peijnenburg

Peijnenburg’s range includes plain breakfast cake, individually wrapped portions and separate wholemeal varieties.

  • A particular pack or variety could suit you if that feature matters for your breakfast.
  • Don’t automatically assume the brand is a budget option; compare the price per kilo, pack size and product format with the own-label option you’re considering.

AH

Albert Heijn’s own-label range includes a large pack of breakfast cake; the retailer also lists a separate range of gluten-free breakfast cake.

  • A large standard pack gives you a useful point of comparison if you’re mainly looking at pack weight and price per kilo.
  • If you have a dietary requirement, check the current packaging for the exact variety: Albert Heijn says product information can change.

Jumbo

Jumbo’s own-label range includes plain breakfast cake in different formats, as well as wholemeal varieties.

  • You can compare the pack size and price per kilo of pre-sliced and unsliced varieties within the same retailer’s range.
  • Don’t compare the pack price alone: weight and product format vary between varieties.

PLUS

PLUS’s own-label range includes plain breakfast cake, both pre-sliced and unsliced, as well as a pre-sliced wholemeal variety.

  • The different formats let you choose between slicing it yourself and serving it straight away.
  • Compare the pack size and current price per kilo of the packs available at your shop.

Koek & Bakker

ALDI lists pre-sliced wholemeal breakfast cake and a separate pre-sliced Zero variety from Koek & Bakker.

  • The separate varieties give you a more targeted choice if wholemeal or no added sugar is your priority.
  • Check the claim and nutritional information for the variety you choose; wholemeal and no added sugar don’t mean the same thing.

Breakfast cake on Joybuy

This pre-sliced wholemeal breakfast cake is an option if you want to serve ready-sliced pieces on Sunday. If you’re mainly watching your shopping budget, compare its current price per kilo with that of other packs.

g'woon wholemeal breakfast cake, pre-sliced, 485 g

g'woon wholemeal breakfast cake, pre-sliced, 485 g

Suited to a Sunday breakfast where you’re looking for pre-sliced pieces and a wholemeal variety.

Compare the price per kilo and check the nutritional information on the pack if it affects your choice.

View on Joybuy

Frequently asked questions

How can I compare breakfast cake when I’m on a tight shopping budget?

First compare the price per kilo of the packs you’re considering, then check the pack weight. A pre-sliced or individually portioned variety offers a different level of convenience from a large unsliced pack, so decide whether it’s worth paying extra for.

Is breakfast cake with no added sugar also sugar-free?

No. No added sugar doesn’t mean the product contains no sugars. Peijnenburg lists 4,9 g of sugars per 100 g for its wholemeal variety with no added sugar; check the nutrition table on the exact pack.

Does ‘wholemeal’ tell me enough about its nutritional value?

No. The wholemeal claim doesn’t give you the full picture of breakfast cake’s nutritional value. In 2019, the Dutch Consumers’ Association pointed out that this claim doesn’t automatically mean much more fibre than in standard breakfast cake, so compare the current labels.

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

No. Don’t infer what’s in breakfast cake from information about bread. The Netherlands Nutrition Centre describes iodised baker’s salt in bread; for breakfast cake, check the information for the specific product or ask the manufacturer for more information.