Who is this choice for?

If you shop by price per kilo

You regularly buy breakfast cake for home and are looking for a large, standard pack whose cost per kilogram you can compare. A special variety isn't automatically better value for you.

If you want to bake your own

You want to choose the flour, spices and quantities yourself. That means setting aside time to weigh the ingredients and bake the cake; choosing this option doesn't automatically mean a lower cost.

If the label matters to you

You compare ingredients, allergens and nutritional information, such as sugars, fibre and salt. If a product says ‘no added sugars’, you also check how much sugar it contains.

What should you consider?

First decide whether the price per kilo, the freedom to use your own recipe or the information on the label matters most to you. Then compare only the costs and product features that are relevant to that choice.

What to consider What should you check? Who is this most important to?
Cost per kilogram Compare current prices per kilo for similar packs; if there's an offer, check how long it's valid for. If I regularly buy breakfast cake for home, I want to know how much cake I get for my budget. For around 50% of consumers, this predictable price per kilo comes first.
Freedom to choose the recipe If you bake your own, calculate the cost of the ingredients used, oven energy and final yield. I want to choose the type of flour and spices myself, and I can set aside time to prepare the cake. Around 30% of consumers prioritise having this control over the recipe.
Label and ingredients Check the ingredients, allergens, and sugars, fibre and salt per 100 g; also look at the serving size. If an ingredient or nutritional value determines my choice, I want to be able to check the exact pack. This label information comes first for around 20% of consumers.

Common mistakes

  • Using an expired offer as your benchmark

    Once an offer has ended, it tells you nothing about the price per kilo you can compare with today. The Tastino offer shown by Lidl ran from 28 September to 4 October 2026.

    Check the offer's validity period and use the latest in-store information to make your decision.

  • Looking only at the price per pack

    Breakfast cake is sold in different weights and varieties. A pack that costs less may not be cheaper per kilogram.

    Compare the price per kilo first, then decide whether the size and variety suit the way you use it.

  • Assuming home baking is cheaper

    The cost of a home-baked cake depends on what you actually use and how much the recipe makes. Jumbo lists a preparation time of 70 minutes for its wholemeal recipe.

    Calculate the cost of your recipe per kilogram of baked cake before comparing it with ready-made breakfast cake.

    Remember to factor in oven energy, preparation time and any baking equipment you'll need for your chosen recipe.

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

    Peijnenburg lists 4.9 g of sugars per 100 g for its plain variety with no added sugars. The claim on the front also doesn't tell you which allergens a product contains.

    Check the nutritional information, ingredients and allergen details on the exact pack.

Brands to consider

Jumbo

Jumbo sells own-brand breakfast cake in a range of varieties, including plain, sliced and wholemeal.

  • There are different sizes and varieties to compare by price per kilo and intended use.
  • Check current availability and the label for each variety; the features of one version don't necessarily apply to another.

Albert Heijn

Albert Heijn sells own-brand breakfast cake alongside branded products and special varieties.

  • Its own-brand breakfast cake is also listed in a large 600 g pack.
  • The listing says this pack is only sold in store; check the current label for ingredients and nutritional values.

PLUS

PLUS offers own-brand breakfast cake in plain, wholemeal and individually portioned varieties, as well as branded products.

  • You can compare a large standard pack with sliced and other varieties.
  • PLUS says that in-store prices may differ, so check the price that applies to your purchase.

Koek & Bakker (ALDI)

ALDI lists Koek & Bakker products including sliced wholemeal breakfast cake and a zero variety.

  • The sliced wholemeal variety is listed in a 485 g pack.
  • Don't compare this variety as though it had the same ingredients and shape as a standard, unsliced plain cake.

Peijnenburg

Peijnenburg sells standard breakfast cake, individually portioned varieties and options with no added sugars.

  • Peijnenburg lists 17 g of fibre and 4.9 g of sugars per 100 g for its plain variety with no added sugars.
  • These values apply to this specific variety, not every Peijnenburg breakfast cake.

Tastino (Lidl)

Tastino is Lidl's breakfast cake range, which includes an unsliced plain variety.

  • The varieties shown came in pack sizes ranging from 465 to 550 g.
  • The offer shown ended on 4 October 2026. Lidl directs customers to its stores for current food prices.

Ready-made breakfast cake on Joybuy

These products suit the ready-made option: a sliced wholemeal breakfast cake for home and breakfast cake in individual portions. If you're shopping on a budget, compare their current price per kilo with other varieties; check their ingredients separately on the label.

g'woon sliced wholemeal breakfast cake, 485 g

g'woon sliced wholemeal breakfast cake, 485 g

Worth considering if you're looking for ready-made, sliced wholemeal breakfast cake for home.

Pack size: 485 g. If you have specific ingredient requirements or allergies, check the label on the pack.

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

Snelle Jelle Less Sugar-Free breakfast cake, 250 g

Worth considering if you'd like to take breakfast cake with you in individual portions.

Pack size: 250 g. Don't assume ‘Less Sugar-Free’ in the product name means the cake is sugar-free; check the sugars per 100 g on the current label.

View on Joybuy

Frequently asked questions

Is breakfast cake with no added sugars sugar-free?

No. Peijnenburg lists 4.9 g of sugars per 100 g for its plain variety with no added sugars. Check the nutritional information for the variety you're buying, not just the claim on the front.

Do I need to use baker's salt when making breakfast cake?

No, don't assume that you have to use baker's salt when making breakfast cake. The Voedingscentrum says bakers aren't required to use baker's salt; if iodine matters for your recipe, check the salt label to see whether iodine has been added.

What should I watch out for when baking breakfast cake?

Follow the method in your chosen recipe and avoid letting the cake get unnecessarily dark or burnt. Acrylamide can form when starchy ingredients are heated; the Netherlands Food and Consumer Product Safety Authority has also investigated this in relation to breakfast cake.

How should I store opened breakfast cake?

Store opened breakfast cake in a cool, dry, dark place in a well-sealed container, as recommended by the Voedingscentrum. Check the cake before eating it and follow any storage instructions on the pack.