Which option is right for you?

If you compare sugar levels closely

If you want to avoid added sugars, check the total amount listed under ‘of which sugars’ too. Compare this per 100 g and per slice or bar: ‘zero’ doesn’t automatically mean 0 g of sugars.

If fibre matters to you

Compare the fibre content per 100 g and check which type of flour is listed in the ingredients. Salt levels can also vary between breakfast cake options.

If you’re taking breakfast cake to a barbecue

A pack of pre-sliced cake is easy to share with a group. Individually wrapped bars are another option if you want to take the cake with you or hand out individual portions.

What should you look for when choosing?

Start by checking the sugar information and any allergens that may be relevant to you or your guests. Then compare fibre and packaging, depending on how you plan to serve the breakfast cake during your barbecue.

What to consider What to check Who it matters to
Sugars in ‘zero’ products Compare ‘of which sugars’ per 100 g and per portion; check whether the claim specifically refers to added sugars. If I want breakfast cake with no added sugar, I also want to know how much sugar a slice actually contains. For around 36% of consumers, checking sugar is their main concern when shopping.
Fibre and wholemeal Check the fibre per 100 g, the type of flour used and the salt content on the same basis. If fibre is your main priority in a sweet snack, a zero claim alone won’t tell you much. For around 29% of consumers, comparing fibre and wholemeal content comes first.
Packaging and portions Compare the number of slices or bars, portion size and whether the portions are individually wrapped. If I’m serving breakfast cake to guests, I want to choose in advance between a pre-sliced cake to share and individually wrapped portions. For around 21% of consumers, convenience is the most important factor.
Allergens and sweeteners Read the allergen information, ingredients and warnings on the packaging of the exact product variant. If there’s a relevant allergy or pets are nearby, I want to know what’s in the cake before putting it out. For around 14% of consumers, this check is their top priority.

Common mistakes

  • Assuming ‘zero’ means 0 g of sugars

    Product information from Peijnenburg and Albert Heijn still lists 4.9 g of sugars per 100 g for the mentioned variants with no added sugars. So the front of the pack doesn’t tell you how much total sugar the breakfast cake contains.

    Check ‘of which sugars’ in the nutrition table, and only compare portions when their weight is clear.

  • Assuming all zero variants are the same

    Peijnenburg lists 17 g of fibre per 100 g for its pre-sliced wholemeal variant with no added sugars. The product information for AH Ontbijtkoek zero lists 16 g, while PLUS Ontbijtkoek Zero lists 15.6 g per 100 g. These differences apply to the variants mentioned, not the brands as a whole.

    Compare the nutrition information and ingredients on the packaging of the variant you’re buying.

  • Looking only at the number of portions

    Individually wrapped bars are easy to hand out one at a time, while a large pre-sliced cake can be shared with a group. The number of portions alone doesn’t tell you which pack will be more convenient for your needs.

    Think about whether you can portion the cake in advance or would rather take individually wrapped servings.

  • Overlooking ingredients and warnings

    The zero variants mentioned contain rye or list cereals containing gluten; some products also warn that they may contain milk or nuts. Albert Heijn’s breakfast cake with xylitol carries a warning about excessive consumption and states that the product is not suitable for animals.

    Check the label on the exact pack before serving the cake to guests, and keep products containing xylitol out of reach of pets.

Brands compared

These product ranges show the nutrition information and packaging options you can compare; a brand name alone doesn’t tell you enough about the exact variant.

Peijnenburg

Peijnenburg offers, among other products, a pre-sliced wholemeal breakfast cake with no added sugars.

  • According to Peijnenburg, the variant mentioned contains 100% wholemeal flour, 17 g of fibre and 4.9 g of sugars per 100 g.
  • This variant contains rye and xylitol; Peijnenburg states that it may contain nuts and milk.

Albert Heijn

AH Ontbijtkoek zero is a pre-sliced own-brand option in a 485 g pack.

  • Albert Heijn lists 0 g of added sugars, 4.9 g of sugars and 16 g of fibre per 100 g for this variant.
  • The product information lists rye and xylitol. Check the current packaging for ingredients and allergens.

PLUS

PLUS Ontbijtkoek Zero is a 485 g pre-sliced own-brand option.

  • PLUS lists 0 g of added sugars, 4.9 g of sugars and 15.6 g of fibre per 100 g.
  • The ingredients information lists rye and gluten; it also states that other cereals containing gluten may be present.

Lidl

Lidl lists a 485 g Ontbijtkoek zero as a store product.

  • The stated pack weight gives you a useful starting point for assessing the portions in the pack.
  • Use the nutrition information and ingredients on the packaging to compare this exact variant with other zero breakfast cakes.

Snelle Jelle

Snelle Jelle Zero kruidkoek is sold as four individually wrapped 42 g bars.

  • The individual wrappers make it easy to hand out one bar at a time.
  • The product information lists rye and gluten, xylitol, and possible traces of milk and nuts.

Breakfast cake at Joybuy

Related products coming soon.

Frequently asked questions

Does ‘zero’ mean that breakfast cake contains no sugars?

No. ‘Zero’ doesn’t automatically mean 0 g of total sugars. Peijnenburg lists 4.9 g of sugars per 100 g for its wholemeal variant with no added sugars; Albert Heijn lists the same amount for AH Ontbijtkoek zero. To find the exact amount per portion, check the weight of a slice and the nutrition information on the pack.

What should I look out for in breakfast cake with xylitol?

Read the sweetener warning on the packaging and keep breakfast cake containing xylitol out of reach of pets. Albert Heijn warns that excessive consumption of its zero breakfast cake may have a laxative effect and states that the product is not suitable for animals.

Is zero breakfast cake gluten-free?

Not necessarily: the zero products mentioned from Albert Heijn, PLUS, Peijnenburg and Snelle Jelle contain rye or list cereals containing gluten. If you need a strictly gluten-free option, check that the exact pack is explicitly labelled as such; don’t rely on the word ‘zero’.