Who is this choice for?

Commuter with a lunchbox

Wants to take a slice along without having to cut it on the go, so looks for a suitable portion size and individual wrapping. Peijnenburg, for example, describes a pack containing individually wrapped slices.

Label-conscious shopper

Compares ingredients, sugar and fibre in each product, rather than relying on a wholemeal claim or artisan look alone.

Shopper who needs to check allergens

Needs a clear gluten-free label or reliable allergen information. Rye and the term sourdough are no substitute for checking.

What should you look for?

First decide what matters most to you: taking it with you without any preparation, the nutrition information, an explicit sourdough claim or allergen checks. Then compare the packaging of the specific breakfast cake you want to buy.

What to consider What to check when buying Who it matters to
Portions to take with you Check whether the slices are individually wrapped and how many grams are in a portion. If I only want to take one slice, I don’t want to have to cut it or wrap it again first. An estimated 40% of consumers put convenience on the go first.
Sugar and fibre Compare sugar and fibre per 100 g and per portion; check exactly what any packaging claim means. If you pay attention to the ingredients, you want to know what’s in the portion you’ve chosen, rather than relying on the front of the pack alone. Around 30% of consumers give this nutrition information top priority.
Sourdough Look for an explicit sourdough or fermented-dough claim in the ingredients or product specifications. If I specifically want sourdough, I want to be able to confirm that the breakfast cake actually contains it. For an estimated 20% of consumers, this is their main question when buying.
Gluten and allergens Check for a gluten-free claim, if relevant, and read the current ingredients and allergen information. If I need to check for gluten or other allergens, I can’t rely on the product name. For around 10% of consumers, this check comes first when making this choice.

Common mistakes

  • Mistaking an artisan look for sourdough

    Rye, spices and a traditional baking process don’t confirm that a breakfast cake contains sourdough. The Dutch Commodities Act Decree on Flour and Bread defines sourdough as a fermented mixture made from grain, water and naturally occurring microorganisms.

    Before choosing a product specifically for its sourdough, look for an explicit claim on the packaging or in the product specifications.

  • Mistaking portion packs for a nutritional benefit

    An individually wrapped slice is easy to take with you, but the packaging doesn’t change the ingredients in the breakfast cake.

    As well as convenience on the go, compare the nutrition information per 100 g and per portion.

  • Reading ‘no added sugar’ as ‘sugar-free’

    These claims don’t mean the same thing. Peijnenburg lists the sweetener xylitol among the ingredients of one of its no-added-sugar varieties.

    Read the full ingredients list and compare the sugar and fibre information for the varieties you’re considering.

  • Assuming sourdough or rye means gluten-free

    The term sourdough tells you nothing about whether a product is labelled gluten-free. PLUS lists rye flour and information about gluten-containing cereals for its plain breakfast cake.

    If you need to avoid gluten, only choose a product with an explicit gluten-free claim, and check the current packaging.

Brands to consider

Peijnenburg

Offers several breakfast cake varieties, including portion packs and a no-added-sugar option.

  • According to Peijnenburg, its plain 10-pack contains ten individually wrapped 28 g slices.
  • Compare the ingredients and nutrition information for each variety; a portion pack or brand name doesn’t confirm that it contains sourdough.

Jumbo

Offers several types of breakfast cake, including a separate gluten-free variety.

  • Jumbo describes its Lekker Vrij van Gluten breakfast cake as carrying the Crossed Grain symbol.
  • When you buy, check the packaging for the exact variety you’ve chosen.

PLUS

Offers its own-brand breakfast cake in both sliced and unsliced varieties.

  • The choice between sliced and unsliced is useful if you want to take a slice with you.
  • The ingredients of PLUS plain unsliced breakfast cake include rye flour, so don’t choose it on the assumption that it’s gluten-free.

Koek & Bakker

ALDI offers, among other products under this own brand, pre-sliced zero and wholemeal breakfast cakes.

  • ALDI describes a pre-sliced wholemeal variety weighing 485 g.
  • For a zero variety, read the exact claim and nutrition information; the name alone doesn’t tell you the full ingredients.

Tastino

Lidl lists a 485 g sliced wholemeal breakfast cake.

  • According to Lidl, the slices are pre-cut.
  • Check the packaging for the ingredients and nutrition information that matter to you.

Albert Heijn

Offers Peijnenburg breakfast cake, among other products, in packs of individual portions.

  • Albert Heijn describes a Peijnenburg 8-pack as suitable for taking to school or work.
  • Ingredients, nutritional values and allergen information can change; use the current packaging to make your final choice.

Breakfast cake at Joybuy

These breakfast cakes are options if you’re looking for something to take with you: a Snelle Jelle variety to compare for its packaging and sugar content, and a sliced wholemeal variety. Check separately whether a product contains sourdough if that’s the deciding factor for you.

Snelle Jelle Breakfast Cake Less Sugar-Free, 250 g

Snelle Jelle Breakfast Cake Less Sugar-Free, 250 g

For anyone who wants to take breakfast cake with them and compare the sugar content of different varieties. The pack contains 250 g; check the nutrition information, as the variety name doesn’t mean the product is sugar-free.

Before use, check the current allergen information, including any mentions of rye, gluten and possible traces of nuts or milk. If you’re specifically looking for sourdough, don’t choose this variety unless the product explicitly says it contains it.

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

g'woon wholemeal breakfast cake, sliced, 485 g

For anyone looking to take sliced wholemeal breakfast cake with them. The pack contains 485 g; check whether the slices are individually wrapped if you want to put them in your bag without extra packaging.

The product information about rye and allergens is contradictory. If you have a relevant allergy, follow the information on the current packaging and ask the manufacturer for clarification before using the product.

View at Joybuy

Frequently asked questions

Is sourdough breakfast cake automatically gluten-free?

No. Sourdough isn’t a gluten-free claim. If you need to avoid gluten, choose a product explicitly labelled gluten-free and check the current packaging. Jumbo uses this kind of label for its Lekker Vrij van Gluten breakfast cake, while PLUS lists rye flour in one of its standard plain varieties.

Can a slice of breakfast cake replace a complete lunch?

Don’t assume that it can. According to the Netherlands Nutrition Centre, breakfast cake is often high in sugar and low in fibre. Check the nutrition information for your portion and consider the slice as part of a lunch or as a snack instead.

Does sourdough tell you anything about iodine from baker’s salt?

No. The name sourdough doesn’t confirm what type of salt was used in a breakfast cake. The Dutch National Institute for Public Health and the Environment (RIVM) describes bread as an important source of iodine, but also notes that not all bread is made with iodised salt. Check the packaging or ask the manufacturer about a specific breakfast cake.

How should I store breakfast cake that I’m taking with me?

Follow the storage instructions on the packaging you’ve chosen. Individually wrapped slices are handy if you want to take one portion with you. For sliced breakfast cake without individual wrapping, check how to store the remaining slices.