The sugar-conscious viewer
Wants a snack that’s easy to share, but mainly compares the sugar per slice and checks which sweeteners are used in varieties with no added sugars.
Which breakfast cake is right for you?
The fussy snacker
Wants a pre-sliced breakfast cake with a familiar sweetness to enjoy during the match. Nutritional values matter, but they’re not the only factor.
The label checker shopping for a group
Compares pack size, fibre, sugars, salt and allergens before buying breakfast cake for everyone watching.
What should you look for when choosing?
First, decide what matters most to your guests: less sugar, easy sharing, or comparing nutritional information and allergens.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Sugars and sweeteners | Compare sugars per 100 g and per slice. For varieties with no added sugars, also check the ingredients and warnings. | I want to know how much sugar is in each slice and which sweeteners have been used. For around 44% of consumers, reducing sugar would be the main priority. |
| Taste and ease of sharing | Check whether the cake is pre-sliced and how many slices are in the pack. | At half-time, I want slices I can serve straight away, with a taste my guests will enjoy. This would guide the choice for around 33% of consumers. |
| Fibre, salt and allergens | Compare fibre and salt per 100 g, and check the allergens on the current label. | When I’m buying for a group, I want to compare nutritional information and take everyone’s allergens into account. For around 23% of consumers, this label information would come first. |
Common mistakes
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Assuming wholemeal means low in sugar
Product information from Jumbo and Albert Heijn lists 34 to 39 g of sugars per 100 g for the regular wholemeal breakfast cakes reviewed. So the word ‘wholemeal’ doesn’t tell you how much sugar is in each slice.
Compare the ‘of which sugars’ figure on a like-for-like basis, then check the serving size.
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Overlooking warnings for varieties with no added sugars
The Peijnenburg variety reviewed contains xylitol and polyols. The product information warns that excessive consumption may have a laxative effect and states that xylitol is unsuitable for animals.
Read the ingredients and warnings before serving the cake to a group, and keep it and any leftovers out of pets’ reach.
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Choosing for a group based only on the front of the pack
The breakfast cakes reviewed list rye or cereals containing gluten. Some products also state that other cereals may be present.
Ask everyone sharing the cake about relevant allergens in advance, and check the allergen information on the pack you buy.
Brands compared
Peijnenburg
Jumbo lists a regular wholemeal Peijnenburg breakfast cake and a separate wholemeal variety with no added sugars. Both come sliced into 12 pieces.
- The regular variety contains 5.1 g of fibre and 39 g of sugars per 100 g; the variety with no added sugars contains 17 g of fibre and 4.9 g of sugars per 100 g.
- The variety with no added sugars contains xylitol and polyols. Read the warnings on the packaging, especially if pets will be around during your match night.
AH
Albert Heijn lists a 485 g pre-sliced wholemeal breakfast cake, with 16 portions of 30 g.
- The product information lists 5.7 g of fibre, 34 g of sugars and 0.53 g of salt per 100 g.
- The product contains rye and cereals containing gluten. Also check the current label for any stated possibility of other cereals being present.
Jumbo
Jumbo lists its own 280 g wholemeal breakfast cake, for anyone wanting to compare own-brand products using the same nutritional values.
- The product information lists 8.2 g of fibre per 100 g.
- According to Jumbo, the same 100 g contains 35.5 g of sugars and 0.62 g of salt. The ingredients information lists gluten, rye and wheat.
Koek & Bakker
ALDI shows a 485 g pre-sliced wholemeal breakfast cake and a separate pre-sliced Zero variety.
- The pack size and pre-sliced format make it easier to plan how many slices you’ll need for a group.
- Check the nutritional information, ingredients and allergens on the shop-bought packaging before comparing the varieties on these points.
Breakfast cake on Joybuy
Related products will be available soon.
Frequently asked questions
Is wholemeal breakfast cake automatically low in sugar?
No. Depending on the product, Jumbo and Albert Heijn list 34 to 39 g of sugars per 100 g for the regular wholemeal breakfast cakes reviewed. Compare the ‘of which sugars’ figure per 100 g, then use the serving size to work out how much sugar is in a slice.
What should I check in breakfast cake with no added sugars?
As well as the sugar content, check which sweeteners the product contains and read any warnings on the packaging. The Peijnenburg variety reviewed contains xylitol and polyols. The product information warns that excessive consumption may have a laxative effect and states that xylitol is unsuitable for animals.
What should I check if someone sharing needs to avoid rye or gluten?
Before serving, check the ingredients and allergens on the packaging of the specific product. The Peijnenburg, AH and Jumbo breakfast cakes reviewed list rye or cereals containing gluten; some also state that other cereals may be present.