For your Christmas get-together, start by deciding what matters most to you: a familiar option for fussy eaters, a product explicitly labelled wholemeal, or the freedom to choose exactly what goes into the cake. A claim such as ‘wholemeal’ or ‘no added sugar’ only answers part of the question. For the exact product, also compare the ingredients, nutritional information and the quantity you need.
If you want to choose the proportions of flour, spices and sweetness yourself, baking is a different option from serving a packaged breakfast cake. Jumbo publishes a recipe for wholemeal breakfast cake with a baking time of around one hour; remember to allow extra time for preparation and cooling.
If not everyone enjoys the same cake, a familiar option may matter more than a new claim on the packaging. Compare the flavour and ingredients with the nutritional information, and choose a quantity that suits the number of people eating.
If you want to choose specifically for wholemeal ingredients or a ‘no added sugar’ claim, treat these as separate features. The Netherlands Nutrition Centre recommends comparing nutritional values, including sugars and fibre, on the label.
For Christmas breakfast, a coffee table or a baking session, first decide which priority matters most to you. Then check the ingredients and nutritional information for the product you actually plan to use.
| What to consider | What to check | Who is this most important to? |
|---|---|---|
| Wholemeal ingredients | Check which wholemeal ingredients are listed and compare the fibre per 100 g. | For Christmas breakfast, I want to choose a cake with a recognisable wholemeal base, rather than judging by its colour alone. For around 36% of shoppers, that wholemeal base comes first. |
| Added sugars | Read the ingredients and compare the ‘of which sugars’ figure per 100 g. | If I’m looking for a product labelled ‘no added sugar’, I also want to know how much sugar the cake contains according to the label. This is the most important question for around 29% of shoppers. |
| Familiar flavour | Check the ingredients for the exact product and consider whether the quantity is right for what your family wants to try. | For a coffee table with fussy eaters, I’d rather serve a familiar cake than assume they’ll enjoy a different one. Around 21% of shoppers put familiarity first. |
| Portions and storage | Compare the net weight, number of slices and storage advice after opening. | For a small gathering, I don’t want to open more cake than we can use. For around 14% of shoppers, choosing the right quantity and serving it easily matters most. |
A wholemeal claim alone doesn’t tell you how much sugar, salt or fibre the breakfast cake contains. In 2019, the Consumers’ Association highlighted differences in the nutritional value of breakfast cakes.
Compare the ingredients and nutritional information per 100 g for the products you’re choosing between.
These two claims don’t mean the same thing. Even a product with the first claim is worth checking for its total sugar content and portion size.
Read the ingredients list and the ‘of which sugars’ figure on the current packaging.
The Joybuy product page for g'woon Wholemeal Breakfast Cake lists rye as an ingredient, but also includes an allergen statement that contradicts this. This means the online description isn’t a reliable basis for choosing a product if you have an allergy or coeliac disease.
Check the current packaging and ask the manufacturer or retailer for clarification. Don’t choose this cake for that purpose until the discrepancy has been resolved.
A large pack can be inconvenient for a small Christmas get-together, especially if you have slices left over after serving.
Choose a pack size and number of slices to suit your gathering, and follow the storage advice on the packaging once opened.
These examples can help you recognise different product formats and claims. When making your choice, always compare the exact product and its current packaging.
Peijnenburg offers a sliced wholemeal breakfast cake and a separate wholemeal option labelled ‘no added sugar’.
Albert Heijn offers a sliced wholemeal breakfast cake as an own-label option.
Jumbo offers packaged wholemeal breakfast cake and also publishes a recipe for making it yourself.
PLUS lists a 485 g sliced wholemeal breakfast cake.
ALDI offers a sliced wholemeal breakfast cake under this brand, as well as a separate sliced Zero option.
Lidl offers a product called Ontbijtkoek volkoren gesneden (sliced wholemeal breakfast cake).
This sliced wholemeal breakfast cake is an option if, for your Christmas get-together, you’re mainly looking at the wholemeal ingredients and the quantity in each pack.
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A sliced option if you’d rather not cut the cake yourself when serving and are looking for a 485 g pack.
The product description lists 43% wholemeal rye as an ingredient. Compare the sugars and fibre using the nutritional information on the current packaging.
The online allergen statement conflicts with the mention of rye. Don’t choose this product for someone with an allergy or coeliac disease until the discrepancy has been clarified using the packaging and by contacting the manufacturer or retailer.
No. That claim alone doesn’t tell you how much sugar, salt or fibre the cake contains. The Netherlands Nutrition Centre recommends comparing the nutritional information per 100 g for the exact products you’re considering.
No, these claims aren’t interchangeable. Check the ‘of which sugars’ figure on the packaging and read the ingredients list when choosing between these products.
Don’t use a conflicting online description as the basis for choosing a product if you have an allergy or coeliac disease. Check the current packaging, ask the manufacturer or retailer for clarification, and don’t choose the product for that purpose until the information is clear.
Check which salt your recipe calls for and what the salt label says. Don’t assume there’s one fixed iodine content for homemade or packaged breakfast cake: the recipe used and the ingredients in the specific product determine what you can establish.
As well as the baking time, allow time for preparation and cooling. Jumbo’s wholemeal breakfast cake recipe gives a baking time of around one hour. Follow the storage instructions for the recipe you actually use.
