Who is this choice relevant to?

Hosts catering for different tastes

If your guests enjoy different types of breakfast cake, you can serve plain and wholemeal as two distinct options. Albert Heijn lists both types as separate sliced products.

Breakfast cake lovers who prefer wholemeal

If you choose wholemeal for its fibre, it’s also worth checking the nutritional information on the specific pack. Sugar levels can vary between varieties.

Shoppers checking sugars and ingredients

For a no-added-sugars option, it’s important to check both the nutrition table and the ingredients list. If you’re buying for guests, check the allergen information too.

What should you look for when choosing?

For a Mother’s Day breakfast everyone can share, first decide which preferences you want to cater for with your breakfast cake. Then compare the labels of the varieties you plan to serve.

What to consider What to check Who it matters to
Different tastes around the table Check whether plain and wholemeal are available separately, and how many portions you need. When I serve breakfast cake to guests with different tastes, I don’t want everyone to have to choose from just one variety. Around 25% of consumers put having a choice of flavours first.
Wholemeal and fibre Compare the types of flour used, along with the fibre and sugars per 100 g on the packaging. I like to choose wholemeal breakfast cake for its fibre, but I also want to keep an eye on the sugars. For around 33% of consumers, choosing wholemeal is the top priority.
Sugars and ingredients Check the sugars per 100 g, the ingredients list and the allergen information for the specific variety. When I’m watching my sugar intake, I also want to know which sweeteners the cake contains and whether guests need to avoid any allergens. For around 42% of consumers, choosing based on sugars and ingredients is the main priority.

Common breakfast cake buying mistakes

  • Assuming wholemeal means low in sugars

    Peijnenburg states that its Volkoren Gesneden contains 5.1 g of fibre and 39 g of sugars per 100 g. So the word ‘wholemeal’ alone doesn’t tell you how much sugar this variety contains.

    Compare the fibre and sugars per 100 g on the packs you’re considering.

  • Confusing no added sugars with allergen-free

    According to Peijnenburg’s product information, Volkoren Zonder Toegevoegde Suikers contains xylitol and may contain nuts and milk. A sugar claim doesn’t tell you whether a product is suitable for someone with an allergy.

    If you’re buying for guests, read the full ingredients list and allergen information on the pack in question.

  • Assuming it contains iodine based on the product type

    The fact that a product is called breakfast cake doesn’t confirm whether that particular pack contains baker’s salt or iodine.

    Check the ingredients information for your chosen breakfast cake rather than relying on a general assumption about baked goods.

Brands to consider

Peijnenburg

Peijnenburg offers separate plain and wholemeal varieties, including a wholemeal breakfast cake labelled Zonder Toegevoegde Suikers.

  • For Volkoren Gesneden, Peijnenburg states that it contains 37% wholegrain rye flour and 5.1 g of fibre per 100 g.
  • According to Peijnenburg, that same variety contains 39 g of sugars per 100 g. Don’t compare it with the Zonder Toegevoegde Suikers variety based on the word ‘wholemeal’ alone.

Albert Heijn

The AH range offers a straightforward choice between plain and wholemeal breakfast cake if you want to serve two sliced varieties.

  • Albert Heijn lists AH Ontbijtkoek naturel gesneden and AH Ontbijtkoek volkoren gesneden, both in 485 g packs.
  • Check the ingredients, nutritional information and allergens on the label of each variety you choose.

Snelle Jelle

Snelle Jelle is most relevant if you’re looking for spiced cake or individually portioned bars, rather than sliced breakfast cake to serve at the breakfast table.

  • Albert Heijn lists several Snelle Jelle spiced cake and bar varieties.
  • A bar is a different way to serve breakfast cake from sliced cake, so consider which format suits your shared breakfast.

Breakfast cake products at Joybuy

Related products will appear here soon.

Frequently asked questions

Is wholemeal breakfast cake automatically low in sugars?

No. The Netherlands Nutrition Centre gives a general figure of 1.3 g of fibre per 30 g slice of wholemeal breakfast cake, but that doesn’t tell you how much sugar is in a specific pack. Peijnenburg states that its Volkoren Gesneden contains 39 g of sugars per 100 g, so check both figures on the packaging you choose.

What does ‘no added sugars’ mean on breakfast cake?

It doesn’t mean that the breakfast cake contains no sugars or sweeteners. Peijnenburg states that its Volkoren Zonder Toegevoegde Suikers contains 4.9 g of sugars per 100 g and lists xylitol as an ingredient. Compare the nutritional information and ingredients on the pack you want to buy.

How do I check for allergens when buying breakfast cake for guests?

Read the allergen information on each individual pack before serving it. The Netherlands Food and Consumer Product Safety Authority explains the mandatory allergen labelling on food packaging; for example, Peijnenburg states that its Volkoren Zonder Toegevoegde Suikers may contain nuts and milk.

Does all breakfast cake contain iodine because baker’s salt is used?

You can’t tell from the type of product alone. The Netherlands Food and Consumer Product Safety Authority explains the conditions under which iodine compounds may be present in baked goods through the use of baker’s salt, but those rules don’t confirm what a specific pack of breakfast cake contains. Check the ingredients information for the variety you choose.

How can I choose two varieties without buying more breakfast cake than I need?

Choose two types to suit the preferences around the table, such as plain and wholemeal, and check how many portions each pack contains. If you’re buying breakfast cake for Mother’s Day, check the best-before date too.