Shoppers looking to avoid added sugars
You’re looking for breakfast cake labelled ‘no added sugars’. Check the ‘of which sugars’ figure in the nutrition information too: the claim doesn’t mean the product contains no sugars.
Who this choice matters to
Weekly shoppers who value wholegrain and fibre
You want to compare the type of grain and fibre content as well as the sugar claim. For its sliced wholegrain variety reviewed here, Peijnenburg states that it is 100% wholegrain and contains 17 g of fibre per 100 g.
Households looking for the right amount for the week
You’re comparing a sliced cake for home with individually wrapped portions for when you’re out and about. The number of slices and pack size can help you work out which format you’ll actually use.
What to look for
Start with the sugar claim, then compare the nutrition information per 100 g. Next, decide which grain base, packaging and ingredients matter for the way you’ll use it.
| What to consider | What to check | Who it matters to |
|---|---|---|
| Sugar claim | Read the exact claim and the ‘of which sugars’ figure per 100 g. For ‘less sugar’, check which product it’s compared with. | If I want to avoid added sugars, I don’t want to rely on a name like ‘zero’ alone. Around 33% of consumers put this sugar claim first. |
| Wholegrain and fibre | Check the type of grain in the ingredients list and compare the fibre per 100 g. | For my weekly shop, I’m looking for wholegrain breakfast cake and want to be able to compare the fibre content. This is the first concern for around 27% of consumers. |
| Packaging and portions | Compare the number of slices, pack size and whether you need individually wrapped portions. | At home, I want a pack we can use throughout the week; individual portions may be more convenient when I’m out. Around 20% of consumers prioritise the right packaging. |
| Ingredients and allergens | Read the ingredients and allergen information for each variety, and look out for xylitol or other polyols. | If certain ingredients matter to me, I want to be able to check the information on the specific pack. This is a priority for around 20% of consumers. |
Common mistakes
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Reading ‘no added sugars’ as ‘no sugars’
The EU claim refers to what has been added to a product. According to Peijnenburg, the varieties reviewed here still contain 4.9 g of sugars per 100 g.
Alongside the claim, check the ‘of which sugars’ figure in the nutrition information. When comparing varieties, use the same basis of 100 g wherever possible.
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Overlooking polyols
The options reviewed here include xylitol. Albert Heijn states that AH Ontbijtkoek zero contains 22 g of polyols per 100 g and warns that excessive consumption may have a laxative effect.
Check the ingredients list and any warnings on the pack; a sugar claim won’t tell you which sweeteners have been used.
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Assuming every breakfast cake contains iodine-enriched baker’s salt
The fact that a product may contain baker’s salt doesn’t mean that every breakfast cake includes this ingredient.
Check the ingredients list of the breakfast cake you choose for a mention of baker’s salt or iodised table salt.
Brands worth comparing
Peijnenburg
The plain and wholegrain varieties reviewed here, both with no added sugars, are pre-sliced and contain 9 and 12 slices respectively.
- For both varieties reviewed, Peijnenburg states that they contain 17 g of fibre and 4.9 g of sugars per 100 g; the wholegrain variety is labelled 100% wholegrain.
- Both varieties use xylitol. According to the product information, the wholegrain variety reviewed here may contain milk and nuts; check the information for the variety you buy.
Albert Heijn
Sliced AH Ontbijtkoek zero is a 485 g own-brand variety with a comparative sugar claim.
- Albert Heijn states that it contains 86% less sugar than AH Ontbijtkoek naturel gesneden met zoetstof, the product it names as the basis for comparison.
- The zero variety also lists 4.9 g of sugars and 22 g of polyols per 100 g, as well as a warning that excessive consumption may have a laxative effect. ‘Zero’ doesn’t mean it contains no sugars.
Jumbo
Jumbo lists its own breakfast cake labelled ‘Less Sugar’, as well as several Peijnenburg sizes with no added sugars.
- The range of sizes gives you options when choosing a pack for home or individual portions.
- Before drawing conclusions about sugars, ingredients or allergens in a Jumbo own-brand variety, read its individual label.
Related Joybuy products
Related products coming soon.
Frequently asked questions
Does breakfast cake with no added sugars contain no sugars at all?
No. The EU claim ‘no added sugars’ doesn’t mean that the product contains no sugars. According to Peijnenburg, the varieties reviewed here contain 4.9 g of sugars per 100 g, so check the nutrition information too.
Does ‘zero’ mean the same as ‘no added sugars’?
No, don’t rely on the product name alone. Albert Heijn states that sliced AH Ontbijtkoek zero contains 0 g of added sugars, but also 4.9 g of sugars per 100 g. Check the exact claim and nutrition information for the variety you choose.
What should I look out for if a breakfast cake contains xylitol?
Read the ingredients and warnings on the pack. Xylitol is a polyol; for the zero breakfast cake reviewed here, Albert Heijn warns that excessive consumption may have a laxative effect.
Which pack size is best for the weekly shop?
Choose a size that suits the way you use breakfast cake: a sliced pack for home or individual portions if you want to take slices with you. Compare the number of slices and pack size, and consider whether you’ll use the contents while they’re still fresh.
Does Dutch breakfast cake always contain iodised baker’s salt?
No, don’t assume this is the case for every breakfast cake. Check the ingredients list for the specific product to see whether it lists baker’s salt or iodised table salt.