People who often have breakfast at home
If breakfast cake is a regular feature at your table, pack size and whether you can finish it after opening are worth considering.
Who might find this choice relevant?
People comparing fibre and sugars
You’d rather check the nutritional values per 100 g and the ingredients than rely solely on words such as ‘wholemeal’ on the front of the pack.
People looking for something to go with a savoury breakfast
You want to serve breakfast cake as a sweet, spiced addition and choose separately which savoury foods will make up the rest of your breakfast.
What should you look for when choosing?
First, decide how much breakfast cake you use, then compare the nutritional values and ingredients of the varieties that suit your needs. If you have an allergy, the current allergen information on the packaging takes priority over other selection criteria.
| What to consider | What to check | Who is this relevant to? |
|---|---|---|
| Pack size | Compare the contents and choose a pack you can finish after opening; follow the storage instructions. | If I often have a slice at home, I don’t want to be left with an opened cake each time. For around 36% of consumers, finishing the pack is the top priority. |
| Fibre and sugars | Check both values per 100 g and look at the ingredients separately from the ‘wholemeal’ claim. | If I eat it regularly, I want to know how the fibre and sugar levels differ between varieties, rather than infer this from the product name. Around 29% of consumers prioritise this nutritional information. |
| Slicing and portability | Check whether the cake is pre-sliced or comes in individually wrapped portions. | For a quick breakfast, I want to be able to grab a slice straight away; when I’m out and about, I’d rather have a portion that’s easy to take with me. Around 21% of consumers prioritise this convenience. |
| Allergens and labelling | Check the current ingredients list and warnings for ingredients including cereals containing gluten, milk and nuts. | If I need to avoid certain ingredients, I need to be able to check whether this particular variety is suitable; a different pack may make all the difference. Around 14% of consumers prioritise checking the label. |
Common mistakes
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Assuming ‘wholemeal’ means ‘low in sugars’
According to PLUS, its Wholemeal variety contains 41% wholemeal rye flour and 5.7 g of fibre per 100 g, but also 34.1 g of sugars per 100 g. The wholemeal content and sugar level therefore answer two different questions.
Compare fibre and sugars per 100 g, and check the ingredients even when choosing a variety with no added sugars. Peijnenburg lists xylitol among the ingredients in its Wholemeal No Added Sugar variety.
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Treating an online product description as the definitive label
Ingredients and allergen information can change. Albert Heijn itself points out that the information shown for a product may differ from the current packaging.
Check the label on the breakfast cake you receive before eating it, especially if you need to avoid certain ingredients.
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Assuming all breakfast cake contains iodine
The Netherlands Food and Consumer Product Safety Authority explains the conditions under which iodine compounds may be present in bakery products through baker’s salt. This does not tell you whether a specific breakfast cake contains baker’s salt.
If you have a question about a particular product, check the ingredients and contact the manufacturer for product-specific information if necessary.
Brands to consider
Within a single brand, plain, wholemeal and portion-packed varieties can differ considerably. So compare the specific variety on the label, not just the brand name.
Peijnenburg
Peijnenburg offers plain and wholemeal varieties, among others, as well as a variety with no added sugars. These claims are no substitute for checking the nutritional information on the pack you choose.
- According to Peijnenburg, its Wholemeal No Added Sugar variety lists 17 g of fibre and 4.9 g of sugars per 100 g.
- For this variety, the manufacturer lists xylitol and possible traces of milk and nuts; this information does not necessarily apply to other Peijnenburg varieties.
Albert Heijn
The own-brand range includes a 600 g pack of breakfast cake for anyone looking for a larger pack.
- The stated pack size makes it easier to choose a pack that suits how often you eat breakfast cake at home.
- Albert Heijn says that ingredients, nutritional values and allergen information can change; check the current packaging.
ALDI: GOUD GEBAKKEN en KOEK & BAKKER
The ALDI products mentioned include an unsliced plain breakfast cake from GOUD GEBAKKEN and a sliced wholemeal breakfast cake from KOEK & BAKKER.
- The 550 g and 485 g packs respectively offer a straightforward choice between unsliced plain and sliced wholemeal cake.
- For a comparison of sugars, fibre and allergens, check the nutritional information on the specific pack.
PLUS
In this product range, PLUS offers a sliced wholemeal variety and a plain Korenlanders variety.
- For its Ontbijtkoek Volkoren, PLUS lists 41% wholemeal rye flour, 5.7 g of fibre and 34.1 g of sugars per 100 g.
- These values apply to the wholemeal variety; the plain Korenlanders variety has its own label and nutritional values.
Jumbo
Jumbo stocks Peijnenburg plain breakfast cake in different formats, including a 550 g sliced cake and individually wrapped portions.
- The different pack formats help you choose between slices for home and portions to take with you.
- A retailer’s range alone tells you nothing about the nutritional value of other varieties; compare the product labels.
Lidl: Tastino
Tastino is a breakfast cake range at Lidl. When choosing, check the variety and pack size.
- Lidl lists pack sizes of 465 to 550 g in this range.
- For the ingredients and nutritional values of a specific Tastino variety, the label on that pack is the one to rely on.
Breakfast cake on Joybuy
These products include sliced breakfast cake, a multi-pack and a variety for anyone who wants to take breakfast cake with them. First choose the format that suits you, then check the nutritional information and ingredients for each product.
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g'woon Wholemeal Breakfast Cake Sliced 485 g
A sliced option for anyone who likes to serve wholemeal breakfast cake at breakfast. The pack contains 485 g; Joybuy lists 43% wholemeal rye flour for this variety. To compare sugars and fibre, check the values per 100 g on the pack. If you avoid gluten, read the ingredients list.
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Snelle Jelle breakfast cake 250 g
An option to consider if you want breakfast cake to take with you. The product title states 250 g, but the sugar claims are unclear: don’t assume this variety is sugar-free without checking the label. Also check the ingredients and allergen warnings if you need to avoid rye, gluten, milk or nuts.
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g'woon Breakfast Cake Sliced 485 g
The pre-sliced format suits anyone who wants to grab a slice straight away at home. The pack contains 485 g. If sugars and fibre affect your choice, compare the current values per 100 g, and check the ingredients list if you avoid cereals containing gluten.
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g'woon Breakfast Cake 6 pieces
A pack of six for anyone who wants to enjoy breakfast cake on more than one occasion. Check the net weight to compare it with other packs; ‘6 pieces’ doesn’t tell you whether each piece is individually wrapped. If you have allergies, read the current label.
Frequently asked questions
Can breakfast cake replace the savoury part of my breakfast?
Breakfast cake isn’t automatically a replacement for other breakfast foods. The Netherlands Nutrition Centre suggests options such as wholemeal bread with toppings; if you like, enjoy breakfast cake as a separate, sweet, spiced addition.
Is wholemeal breakfast cake always low in sugars?
No. ‘Wholemeal’ doesn’t describe the amount of sugars. PLUS lists 5.7 g of fibre and 34.1 g of sugars per 100 g for its wholemeal breakfast cake; compare both values on the label of the variety you’re considering.
What should I check if I need to avoid certain allergens?
Read the ingredients list and allergen warnings on the current packaging of the specific breakfast cake. Varieties may contain rye or other cereals containing gluten; Peijnenburg also lists possible traces of milk and nuts in its Wholemeal No Added Sugar variety.
When are individually wrapped portions useful?
Individually wrapped portions are useful when you want to take breakfast cake with you or portion it out in advance. A sliced cake may be enough for eating at home; if you buy a pack with several pieces, check whether they’re actually individually wrapped.
How should I store an opened breakfast cake?
Follow the storage instructions on the packaging. For Peijnenburg breakfast cake, Jumbo recommends keeping it in a cool, dry place, away from light, and preferably in a sealed tin or container.