Those looking for wholemeal and fibre
You compare breakfast cakes by the proportion of wholemeal ingredients and the fibre content per 100 g, rather than relying on the product name alone.
Who is this choice relevant to?
Shoppers keeping an eye on sugar
You want to distinguish between less sugar and no added sugars. You also check how much sugar the product contains and whether it includes sweeteners.
Practical weekly shoppers
You’re looking for a suitable pack size and want to know whether the breakfast cake is pre-sliced.
What should you look for when choosing?
First decide whether wholemeal ingredients, sugar or pack size matters most to you. Then compare the relevant information on the packaging.
| What to consider | What to check when buying | Who is it important to? |
|---|---|---|
| Wholemeal and fibre | Check the proportion of wholemeal flour in the ingredients list and the fibre content per 100 g. | If you’re mainly looking for wholemeal ingredients and fibre, look beyond the name on the front of the pack. This is the top priority for around 42% of consumers. |
| Sugars and sweeteners | Compare the sugar content per 100 g and check the ingredients for sweeteners and any warnings. | If you’re watching your sugar intake, you’ll want to know what’s in the cake, even if no sugars have been added. This is the main consideration for around 33% of consumers. |
| Packaging and convenience | Check the pack weight and whether the breakfast cake is sliced. | A sliced pack makes it easier for some weekly shoppers to take a few slices with them. This is the main priority for around 25% of consumers. |
Common mistakes
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Looking only at the word ‘wholemeal’
‘Wholemeal’ alone doesn’t tell you how much sugar the breakfast cake contains. Albert Heijn’s product information for AH Wholemeal Breakfast Cake, Sliced, lists both 41% wholemeal rye flour and 34 g of added sugars per 100 g.
As well as reading the ingredients list, check the nutritional information per 100 g, especially the figures for fibre and sugars.
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Confusing no added sugars with sugar-free
The Peijnenburg variety described by Albert Heijn as having no added sugars still contains 4.9 g of sugars per 100 g. It contains xylitol and carries a warning that excessive consumption may have a laxative effect.
Check the sugar content, sweeteners and any warning on the packaging of the variety you choose.
Brands to compare
Peijnenburg
Peijnenburg offers several breakfast cake varieties, including a wholemeal option with no added sugars.
- The variety described by Albert Heijn lists 17 g of fibre and 4.9 g of sugars per 100 g.
- This variety contains rye, gluten and xylitol; the packaging warns that excessive consumption may have a laxative effect.
Albert Heijn
The supermarket’s own brand offers sliced wholemeal breakfast cake in a 485 g pack.
- The product information lists 41% wholemeal rye flour and 5.7 g of fibre per 100 g.
- The same product information lists 34 g of added sugars per 100 g.
Jumbo
Jumbo lists a 280 g wholemeal breakfast cake and a 475 g sliced wholemeal variety.
- You can choose between these two pack sizes, including a sliced option.
- If you’re choosing based on sugar or fibre, compare the nutritional information on the relevant pack.
PLUS
PLUS lists a 485 g sliced wholemeal breakfast cake.
- PLUS specifies the product and pack weight.
- Check the packaging for the ingredients, allergens and nutritional information of the product you buy.
Koek & Bakker
ALDI lists a sliced wholemeal breakfast cake under this brand, as well as a separate sliced zero variety, both in 485 g packs.
- ALDI describes the zero variety as having no added sugars.
- Check the label for each variety before comparing sugars, fibre or sweeteners.
Breakfast cake on Joybuy
This sliced breakfast cake is a good fit if you’re looking for a 485 g pack for your weekly shop. If wholemeal ingredients, sugars or fibre are your main priorities, use the nutritional information on the packaging to help you choose.
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g'woon sliced wholemeal breakfast cake 485 g
A handy option if you’re looking for sliced breakfast cake for your weekly shop. The pack contains 485 g; compare the ingredients and nutritional information on the label if wholemeal flour, sugars or fibre are important to your choice.
Frequently asked questions
Is breakfast cake with no added sugars also sugar-free?
No. The Peijnenburg variety described by Albert Heijn as having no added sugars contains 4.9 g of sugars per 100 g and includes xylitol. Check both details on the packaging of the variety you buy.
What does ‘wholemeal’ tell you about a breakfast cake?
A wholemeal claim doesn’t tell you how much of the entire cake is made from wholemeal flour. Compare the proportion of wholemeal ingredients in the ingredients list, and also check the fibre and sugar content per 100 g.
Does breakfast cake with less sugar also contain more fibre?
Not necessarily for every product. The Voedingscentrum lists an average of 3.6 g of fibre per 30 g slice for lower-sugar breakfast cake, compared with 1.1 g for average breakfast cake. For a specific brand, check the information on its own packaging.
How should you store breakfast cake after buying it?
Follow the storage instructions on the packaging of your breakfast cake. For the Peijnenburg variety described, Albert Heijn recommends storing it in a cool, dry, dark place; don’t assume the same advice applies to other varieties.