Who are these packs for?

Office buyers handing out individual portions

For desks, meetings and lunchboxes, they look for breakfast cake that is already individually wrapped. That way, colleagues don’t need to take a slice from a shared pack that has been opened.

Teams with a shared snack supply

They use breakfast cake from a shared pack in the office kitchen and can plan for how to store it once opened, as well as how quickly it is likely to be eaten.

Buyers checking ingredients and allergens

For each specific variant, they check details such as rye, gluten and possible traces of milk or nuts, along with the nutritional information, before sharing breakfast cake with the team.

What should you look for when choosing?

First, decide whether breakfast cake will be handed out individually or taken from a shared supply. Then compare the pack size and check the product information for the variant you want to buy.

What to consider What to check when buying Who it matters to
Handing out and taking individual portions Check whether the pieces are individually wrapped and how many grams are in one portion. If colleagues take a slice for their lunchbox or desk, I want to be able to set out portions without opening a shared pack. Around 36% of consumers say this is their top priority.
Stock and consumption Check the pack weight, the number of usable portions and the storage instructions for after opening. For an office kitchen, I want to choose an amount the team can finish in good time, without having to open another pack straight away. For around 29% of consumers, this is the most important consideration when choosing.
Ingredients and allergens Read the current ingredients list, allergen information and nutritional details for the exact variant. If I’m putting out snacks for several colleagues, I need to be able to check what the breakfast cake contains and what the label says about possible traces. Around 21% of consumers put these product checks first.
Flavour and suitable pack size Compare the number of pieces and the variant, such as plain or spiced cake, with how much is likely to be used. For a small team, I don’t want to put out more of one flavour than people are likely to eat. Getting the quantity right is the most important factor for around 14% of consumers.

Common mistakes

  • Assuming a multipack contains individual portions

    A pack with several slices isn’t necessarily individually wrapped. You’ll notice the difference when handing portions out, taking them with you and storing the pack once opened.

    Check the pack for the number of pieces and an explicit statement that they are individually wrapped.

  • Focusing only on the pack weight

    A heavier pack won’t necessarily give you the portions you need for a meeting or for lunchboxes.

    Compare the weight with the number of pieces and the portion size. Choose a shared cake only if the team can store it once opened and finish it.

  • Treating a sugar claim as a complete product check

    A claim such as ‘no added sugar’ doesn’t, on its own, tell you everything about the variant’s nutritional value, ingredients or allergens.

    Also read the nutritional information per 100 g and per portion, the ingredients list and the allergen information on the current pack.

  • Assuming every breakfast cake contains iodised baker’s salt

    The Netherlands Bakery Centre says that using iodine-containing baker’s salt is not a legal requirement. An agreement on its use does not guarantee that it is in a specific product.

    Check the ingredients list for the breakfast cake you choose if the type of salt used matters to your organisation.

Relevant brands and own-label options

Peijnenburg

Offers plain breakfast cake in portion packs, among other options. A 10-pack listed by Jumbo contains ten individually wrapped 28 g portions.

  • Individual portions are handy for handing out and taking with you.
  • Check the ingredients and allergens for each variant; the plain variant reviewed contains rye and gluten and lists possible traces of milk and nuts.

Snelle Jelle

Offers a spiced cake Megapack with nine pieces, as listed by PLUS. Spiced cake is a different flavour option from plain breakfast cake.

  • A 9-pack gives you a set number of pieces for a team that wants spiced cake.
  • Check the current pack for ingredients, allergens and whether the individual pieces are wrapped separately.

PLUS

The PLUS own-label range includes plain breakfast cake bars in a 330 g 6-pack.

  • Six bars make for a manageable quantity in a small office supply.
  • This product contains rye and gluten and lists possible traces of milk and nuts, among other things; check the current label.

Jumbo

Lists various breakfast cake formats, including a plain 6-pack and a Peijnenburg 10-pack.

  • The formats shown let you compare a smaller pack with one offering more individual portions.
  • Check whether the slices are individually wrapped for each product you choose; this isn’t automatically the case for every format.

Koek & Bakker

ALDI offers pre-sliced 485 g breakfast cake, including a wholemeal variant and a Zero variant.

  • The pre-sliced format can be used as a shared office supply.
  • Don’t assume the portions are individually wrapped. For the Zero variant, check the exact sugar claim and the full nutritional information.

Breakfast cake at Joybuy

These two products suit different ways of enjoying breakfast cake at work: a snack-size option to hand out and a sliced cake for a shared supply. Check the pack for the variant you choose before buying.

Snelle Jelle Breakfast Cake Less Sugar-Free, 250 g

Snelle Jelle Breakfast Cake Less Sugar-Free, 250 g

An option for handing out breakfast cake as an office snack. Check the current pack for the exact wording of the sugar claim, as well as the ingredients and allergens listed.

View at Joybuy
g'woon wholemeal breakfast cake, sliced, 485 g

g'woon wholemeal breakfast cake, sliced, 485 g

A sliced cake for an office where colleagues help themselves from a shared supply. Check the pack if you need individually wrapped portions, and read the current allergen information before handing it out.

View at Joybuy

Frequently asked questions

Is iodised baker’s salt required in Dutch breakfast cake?

No, not in every Dutch breakfast cake. The Netherlands Bakery Centre says that iodine-containing baker’s salt is not a legal requirement; the agreement published in the Government Gazette on 17 December 2008 is about encouraging participating producers to use it. Check the ingredients list for a specific product.

Should I check the allergens again for every multipack?

Yes, check the variant supplied before handing out breakfast cake to the team. Rye and gluten are listed for the products reviewed; some also list possible traces of milk and nuts. Use the current label for product-specific information.

When is a larger breakfast cake handy for the office?

A larger, sliced cake is a good choice when colleagues help themselves from a shared supply and the team can use the opened pack in line with the storage instructions. For lunchboxes or portions set out in advance, it’s important to choose individually wrapped pieces.

How should I store breakfast cake bars at the office?

Follow the storage instructions on the exact pack. PLUS says to store its plain 6-pack in a cool, dry, dark place; for another product, also check the instructions for use after opening.