Anyone putting on a brunch or serving coffee
You’ll want to be able to slice and share the cake, with a flavour your guests will enjoy. Jumbo and ALDI Nederland, for example, offer unsliced options with pearl sugar.
Who might each option suit?
A group looking for one cake to enjoy over several occasions
A suitable size and an easy-to-slice shape matter more than a ‘premium’ label. Compare the pack size, best-before date and storage instructions for the pack you choose.
A group that needs to check ingredients
Check the ingredients and allergens for the specific product before serving. Jumbo’s product examples show that the listed allergens vary between breakfast cakes.
What should you look for when choosing?
First decide whether the breakfast cake will mainly be served at the table, enjoyed over several days or taken away in individual portions. Then check the packaging of the product you’re considering.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Flavour and presentation | Check whether the cake is unsliced and what flavour or addition is listed on the label. | If I’m serving breakfast cake at brunch, I want to slice it myself and choose a flavour my guests will enjoy. Around 40% of consumers prioritise this. |
| Size and how you’ll serve it | Compare the net weight, whether it’s sliced and the storage instructions. | For breakfast and coffee on different days, I want one cake that suits the group and length of stay; around 30% of consumers put this practical consideration first. |
| Ingredients and nutritional information | Read the allergen information and compare the nutritional values per 100 g and per intended portion. | If guests need to avoid certain ingredients, I want to know exactly what’s in this particular cake before serving it. Around 20% of consumers prioritise this check. |
| Individual portions | Check the number of pieces, the amount in each one and whether the slices are individually wrapped. | If guests are taking breakfast cake on an outing, I want to be able to hand out portions easily; around 10% of consumers put this convenience first. |
Common mistakes
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Assuming ‘premium’ means it’s more nutritious
A luxurious name, pearl sugar or an unsliced shape won’t tell you how much sugar, fibre or salt the breakfast cake contains.
Choose the flavour and presentation that suit the occasion. To compare nutritional values, check the latest information per 100 g and consider the portion you’ll serve.
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Assuming the details on one pack apply to another version
According to Jumbo, an individually wrapped Peijnenburg Naturel variety lists rye and may contain milk and nuts. A Jumbo Naturel variety that was checked lists gluten, rye and wheat. These details aren’t interchangeable.
If a food allergy or dietary restriction is relevant, check the ingredients list and allergen information on the pack you’re actually buying and serving.
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Treating online product information as permanent
Albert Heijn says that information about ingredients, nutritional values and allergens can change.
Check the current label when you buy the product, even if you’ve bought the same breakfast cake before.
Brands to consider
Peijnenburg
Jumbo offers Peijnenburg breakfast cakes in a range of flavours and formats, including plain, wholemeal, pearl sugar and individually wrapped slices.
- Offers a choice between a larger cake to serve at the table and portions to hand out.
- Check the label for each version: the Naturel 10-pack described by Jumbo lists rye and may contain milk and nuts.
AH
Albert Heijn lists a 600 g AH Ontbijtkoek and also offers unsliced options in its breakfast cake range.
- A larger size is an option if several guests will be sharing the same cake.
- Albert Heijn notes that information about ingredients, nutritional values and allergens can change; check the pack when you buy it.
Jumbo
Jumbo offers breakfast cake in a range of varieties, including plain, ginger and pearl sugar, both sliced and unsliced.
- Lets you match the shape and flavour to self-service or sharing at the table.
- The allergens and cool, dry storage advice for the Jumbo Naturel 280 g that was checked apply to that product, not necessarily to every variety.
Koek & Bakker
ALDI Nederland describes a 465 g unsliced luxury breakfast cake with pearl sugar and a 485 g sliced wholemeal variety.
- The two formats described suit different occasions: slice it yourself or serve slices straight away.
- Don’t choose based on the words ‘luxury’ or ‘wholemeal’ alone; check the ingredients and nutritional information on the pack you choose.
Tastino
Lidl Nederland has described Tastino breakfast cake, including an unsliced plain variety.
- An unsliced plain variety may suit you if you want to decide how thick to cut the slices for your group.
- Check which varieties are available in store and read the label on the cake you choose.
Breakfast cake at Joybuy
This breakfast cake is most relevant if you want to hand out individual portions for guests to take with them. If you want to slice a cake yourself at brunch, it’s better to compare unsliced options and their labels.
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Snelle Jelle Breakfast Cake Less Sugar-Free, 250 g
If each guest wants to take a portion with them, check the pack to see how many pieces are individually wrapped. The words ‘Less Sugar-Free’ in the product name don’t prove that this breakfast cake is sugar-free: check the sugar content per 100 g on the current label. Check the allergens there too, if they’re relevant to any of your guests.
Frequently asked questions
Is luxury breakfast cake automatically a different nutritional choice?
No. The word ‘luxury’ on its own says nothing about the nutritional value of the breakfast cake you choose. Compare the nutritional information on the exact pack, preferably per 100 g and for the portion you plan to serve.
Where can I check allergens if guests are sharing the meal?
Check the ingredients list and allergen information on the pack of the variety you’ve chosen. The Netherlands Food and Consumer Product Safety Authority explains how allergens are listed on labels; Jumbo’s product examples show why you can’t assume the information for one breakfast cake applies to all the others.
How should I store breakfast cake in a holiday cottage?
Follow the storage instructions on the pack, including after opening. For its Naturel 280 g variety that was checked, Jumbo advises storing it in a cool, dry place; for a different cake, check the label for its instructions.
What does the best-before date on breakfast cake mean?
A ‘best before’ date relates to quality. The Netherlands Nutrition Centre advises checking the product’s appearance, smell and taste after this date; also consider the condition of the packaging and follow the specific storage advice once opened.