For comparing sugars and fibre
You’re looking for a quick breakfast option, but you look beyond the front of the pack. Compare the nutrition information per 100 g and per portion, and check which ingredients are used to reduce the sugar content.
Which packaging works best for you?
Start by thinking about where you’ll eat your breakfast cake: taking it on the go calls for different packaging than having breakfast at home.
For taking a portion on the go
You eat away from home and don’t want to slice the cake first or carry an opened pack with you. An individually wrapped portion or breakfast cake bar can be handy; check the nutritional values for each product separately.
For stocking up for several mornings
You mainly eat breakfast cake at home and want to enjoy several slices from one pack. Check the portion size and the storage instructions once opened.
What to look for in breakfast cake
First decide whether nutrition information, portability, ingredients or a larger pack matters most to you. Then check the label on the pack you’ve chosen.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Sugars and fibre | Compare sugars and fibre per 100 g, then check the amount per slice or bar. | If sugars and fibre determine my choice, I want to compare products on the same basis, even when their portions differ. This nutritional comparison is the top priority for around 36% of consumers. |
| Taking it with you | Check whether the breakfast cake is individually wrapped, sold as a bar or only available pre-sliced. | When I’m out and about, I want to grab a portion without taking an opened pack with me. This packaging convenience matters most to around 28% of consumers. |
| Sweeteners | Read the ingredients list and any warnings, including on varieties with no added sugars. | If I want to avoid sweeteners, the wording on the front of the pack doesn’t tell me enough. This ingredient preference is the deciding factor for around 22% of consumers. |
| Larger pack | Check how many portions the pack contains and follow the storage instructions once opened. | If I buy breakfast cake for several mornings, I want to know whether the pack suits the way I’ll use it. This is the main consideration for around 14% of consumers. |
Common misconceptions
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Assuming wholegrain means low in sugars
A wholegrain label doesn’t tell you how much sugar the breakfast cake contains. Jumbo lists 35.5 g of sugars per 100 g for its wholegrain breakfast cake, while PLUS lists 34.1 g per 100 g for its wholegrain variety.
Compare sugars and fibre on the label, first per 100 g and then per portion.
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Assuming no added sugars means no sweeteners
The Peijnenburg no-added-sugars variety discussed here contains xylitol. The label warns that excessive consumption may have a laxative effect.
Read the full ingredients list and any warnings if you want to avoid sweeteners.
Brands to consider
Packaging and nutritional information vary between products from these brands. So compare the specific product, not just the brand name.
Peijnenburg
Peijnenburg offers, among other options, sliced and individually wrapped breakfast cake.
- According to Peijnenburg, its wholegrain variety with no added sugars contains 4.9 g of sugars and 17 g of fibre per 100 g.
- This variety contains xylitol; the label warns that excessive consumption may have a laxative effect.
Albert Heijn
Albert Heijn offers a sliced zero-sugar breakfast cake.
- According to Albert Heijn, this variety contains 4.9 g of sugars and 16 g of fibre per 100 g.
- The ingredients list includes xylitol; check the warning about excessive consumption too.
Jumbo
Jumbo offers sliced wholegrain breakfast cake in a 280 g pack.
- Jumbo lists 8.2 g of fibre per 100 g for this variety.
- The same label lists 35.5 g of sugars per 100 g and names rye, wheat and gluten.
PLUS
PLUS offers sliced breakfast cake, as well as breakfast cake bars and individually portioned packs.
- The sliced wholegrain breakfast cake gives you slices from one pack; a bar is a different type of packaging.
- According to PLUS, its wholegrain variety contains 34.1 g of sugars and 5.7 g of fibre per 100 g. The bar format alone tells you nothing about these values.
Koek & Bakker / ALDI
ALDI lists sliced wholegrain and zero-sugar breakfast cake from Koek & Bakker.
- Both varieties described are pre-sliced and come in a 485 g pack.
- Check the current labels if sugars, fibre or the sweeteners used will determine your choice.
Lidl
Lidl lists a 485 g zero-sugar breakfast cake.
- The pack size listed gives you a specific starting point for assessing the contents.
- For a comparison of sugars, fibre and ingredients, read the product’s nutrition information.
Breakfast cake on the go at Joybuy
This product selection is suited to anyone who wants to take individually portioned breakfast cake with them. Assess the nutritional information and ingredients separately from the convenience of the packaging.
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Snelle Jelle Breakfast Cake Less Sugar-Free 250 g
The individually wrapped portions are ideal if you want to take breakfast cake with you without slicing it first.
Check the current label to compare sugars and fibre per 100 g and per bar. Check the ingredients and allergens too; the product name alone doesn’t provide this information.
Frequently asked questions
Is wholegrain breakfast cake automatically low in sugars?
No. Jumbo lists 35.5 g of sugars per 100 g for its wholegrain breakfast cake, and PLUS lists 34.1 g per 100 g. Peijnenburg, meanwhile, lists 4.9 g per 100 g for its wholegrain variety with no added sugars. So always compare the label for the specific variety.
Does ‘no added sugars’ also mean ‘no sweeteners’?
No. The Peijnenburg variety with no added sugars discussed here and Albert Heijn’s zero-sugar breakfast cake both contain xylitol. Read the ingredients list and warnings if you want to avoid sweeteners.
How can I check whether breakfast cake contains gluten?
Read the allergen information for the specific product. The Jumbo wholegrain breakfast cake discussed here lists rye, wheat and gluten; don’t assume another variety or pack has the same ingredients.
How should I store an opened pack of breakfast cake?
Follow the storage instructions on the pack and close it after use. Jumbo recommends storing its wholegrain breakfast cake in a cool, dry place; check the label for other products.