Who is this relevant to?

Campers looking to avoid added sugars

You’re looking for breakfast cake labelled ‘no added sugars’, but don’t want to mistake this for completely sugar-free. So check the ‘of which sugars’ figure in the nutrition information per 100 g too.

Walkers and families taking individual portions

Individually wrapped slices are handy for a daypack or lunchbox if you don’t want to cut or share them out while you’re on the go. Check the ingredients and allergens on this type of pack too.

Shoppers comparing ingredients and nutritional values

As well as sugars, you’re checking fibre, salt, sweeteners and allergens. The Peijnenburg and AH varieties mentioned contain rye and gluten; some Peijnenburg varieties also list milk and nuts as possible allergens.

What should you look for when choosing?

First decide what you need the sugar claim to mean for your choice. Then compare the packaging for taking on the go, and read the ingredients and nutrition information for the variety you want to buy.

What to consider What to check Who it matters to
Sugar claim Read the claim on the pack and check ‘of which sugars’ per 100 g. I want to know whether ‘zero’ also means there are no sugars in the breakfast cake. For around 36% of consumers, clarity about this claim would be the top priority.
Easy to take with you Check whether the slices are individually wrapped, how large a portion is and how to store an opened pack. For a walk, I’d rather take individual slices than an opened large pack. For around 29% of consumers, ease of taking it with them would be the main consideration.
Ingredients and allergens Compare fibre, sugars and salt per 100 g; also check the ingredients, allergens and any sweetener warnings. I want to know which sweetener the cake contains and whether the variety includes any allergens I need to avoid. For around 21% of consumers, this label information would carry the most weight.
Availability Check shortly before you leave where the variety you want is available, and read the label on the pack you buy. If I’m shopping just before I leave, I want to be able to find the variety I’ve chosen. For around 14% of consumers, availability would be the top priority.

Common mistakes

  • Reading ‘zero’ as ‘no sugars’

    Peijnenburg states that its varieties mentioned as having no added sugars contain 4.9 g of sugars per 100 g; AH Ontbijtkoek zero also contains 4.9 g per 100 g. So the name on the front doesn’t tell you how much sugar the product contains.

    Read both the claim and the ‘of which sugars’ figure in the nutrition information.

  • Choosing based on fibre alone

    Peijnenburg’s wholemeal variety with no added sugars states that it contains 17 g of fibre per 100 g, but according to the product information it also contains xylitol, rye and gluten. One nutritional value won’t tell you whether all the ingredients suit your needs.

    As well as fibre, check sugars, salt, sweeteners, allergens and any warnings on the packaging.

  • Leaving a large opened pack unsealed

    For the Peijnenburg variety on its product page, PLUS recommends storing the cake in a dry, dark place in a sealed pack. A large pack therefore needs more attention once opened than individually wrapped slices.

    Follow the storage advice for the variety you buy and, if needed, take an airtight container or bag with you.

  • Leaving breakfast cake with xylitol within reach of pets

    Peijnenburg and PLUS product information warns that xylitol is not suitable for animals. This is another reason to put the pack away carefully, even when you’re camping.

    Keep products containing xylitol out of pets’ reach, and contact a vet if an animal eats any.

Brands to consider

Peijnenburg

Peijnenburg offers plain and wholemeal breakfast cake with no added sugars, including a plain variety with individually wrapped slices.

  • The wholemeal variety states that it contains 17 g of fibre per 100 g. The plain 8-pack contains eight individually wrapped 28 g slices.
  • ‘No added sugars’ doesn’t mean sugar-free here: the plain and wholemeal varieties mentioned contain 4.9 g of sugars per 100 g. Also check the xylitol warning and the allergens in the variety you choose.

AH

AH Ontbijtkoek zero is sliced breakfast cake in a 485 g pack.

  • Albert Heijn states that this variety contains 4.9 g of sugars and 0 g of added sugars per 100 g.
  • The product information lists xylitol, rye and gluten, as well as a warning that excessive consumption may have a laxative effect.

Koek & Bakker

ALDI describes Koek & Bakker Ontbijtkoek Zero as a pre-sliced 485 g variety with no added sugars.

  • The pre-sliced format means you won’t need to cut slices yourself at the campsite.
  • Before buying, compare the nutrition information and allergens on the pack with those of other varieties; the claim alone isn’t enough.

Snelle Jelle

PLUS lists Snelle Jelle Ontbijtkoek kruidkoek zero as a 4-pack, and a separate kruidkoek variety labelled ‘less sugar’ as a 5-pack.

  • The bar format is a different packaging option from a large pack of sliced breakfast cake.
  • ‘Zero’ and ‘less sugar’ don’t mean the same thing. Before comparing a specific bar with breakfast cake, read its ingredients, nutrition information and allergens.

Related products at Joybuy

Related products will be available soon.

Frequently asked questions

Is breakfast cake with ‘zero’ on the pack sugar-free?

No, the word ‘zero’ doesn’t mean that. Albert Heijn states that AH Ontbijtkoek zero contains 4.9 g of sugars per 100 g; Peijnenburg gives the same figure for its varieties mentioned as having no added sugars. Always check the ‘of which sugars’ figure on the label.

Which pack is handy for a day trip from the campsite?

Individually wrapped slices are handy if you want to take individual portions without cutting them on the spot. According to Peijnenburg, its plain 8-pack contains eight individually wrapped 28 g slices. If you’re using a larger pack of sliced cake, follow the storage advice on the packaging once it’s opened.

What should I look for in breakfast cake containing xylitol?

Read the warnings on the packaging for the variety you choose. AH and Peijnenburg product information mentions a possible laxative effect if consumed excessively; Peijnenburg and PLUS also warn that xylitol is not suitable for animals. Keep these products out of pets’ reach.

How do I compare the nutrition information for two breakfast cakes?

Compare sugars, fibre and salt per 100 g so that different portion sizes don’t skew the comparison. The Netherlands Nutrition Centre recommends comparing labels per 100 g. Also read the ingredients and allergens for both products.