Families sharing several portions at home
A large, unsliced breakfast cake is an option if you want to cut your own slices for different lunch or snack times during the school holidays. ALDI and PLUS both list a 550 g plain version.
Which pack is right for you?
Shoppers comparing ingredients
When choosing between plain, wholemeal and no added sugar versions, the ingredients and nutritional values on the exact pack matter more than the product name alone.
Shoppers who want to take portions with them
Pre-sliced cake or individually wrapped bars can be handy if you don’t want to cut portions while you’re out. Check how many portions you’ll actually get from each pack.
What should you look for when choosing?
First decide whether you’ll mainly share the breakfast cake at home or take it with you. Then compare the ingredients of the versions that suit how you plan to use it.
| What to consider | What to check | Who it matters to |
|---|---|---|
| Several portions at home | Check the pack weight and whether the cake is pre-sliced. | If I want to share slices at several lunches at home, I’d rather have one cake I can cut myself. Around 42% of consumers put this need first. |
| Ingredients | Compare the ingredients and nutritional information for each version, including fibre, sugars and salt per 100 g. | When choosing between plain and wholemeal, I want to know what’s in the exact product, even if there’s a claim on the front of the pack. Around 33% of consumers put ingredients first. |
| Sharing and taking with you | Check whether the cake is pre-sliced or individually wrapped, and how many portions the pack contains. | When I take breakfast cake with me on a holiday outing, I want to hand out portions without having to cut the cake first. This practical need comes first for around 25% of consumers. |
Common misconceptions
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Reading ‘no added sugars’ as ‘sugar-free’
Breakfast cake labelled this way can still contain sugars. Peijnenburg states that its wholemeal version with no added sugars contains 4.9 g of sugars per 100 g.
For the version you choose, check both ‘of which sugars’ in the nutrition table and the ingredients and allergen information.
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Assuming all breakfast cake contains the same amount of salt
You can’t tell from the product category alone whether a particular breakfast cake contains iodised baker’s salt.
Check the ingredients list on the pack you choose or ask the manufacturer about its ingredients.
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Treating a product name as complete nutritional information
The nutritional values for one version don’t apply to all breakfast cake. The Netherlands Nutrition Centre gives average figures of 11.2 g of sugars and 1.1 g of fibre for a 30 g slice of breakfast cake; the values for the product you choose may differ.
When comparing versions, use the nutrition table and serving size on the exact pack.
Brands compared
Peijnenburg
Peijnenburg offers plain, wholemeal and individually wrapped breakfast cake. The specific version determines its ingredients and portion size.
- According to Peijnenburg, its wholemeal version with no added sugars is 100% wholemeal and contains 17 g of fibre per 100 g; these figures apply to that specific version.
- A claim such as ‘no added sugars’ doesn’t replace checking the sugars, ingredients and allergens on the pack.
Goud Gebakken
ALDI lists a 550 g pack of unsliced plain breakfast cake from Goud Gebakken.
- The large, unsliced size is ideal for cutting and sharing slices at the lunch table.
- Check the pack for the nutritional values and allergens that matter to you.
Koek & Bakker
ALDI lists both a 485 g pre-sliced wholemeal breakfast cake and a 485 g pre-sliced version called Zero from Koek & Bakker.
- Both versions mentioned are pre-sliced.
- Don’t assume you know the full ingredients from the name ‘Zero’; check the ingredients, nutritional values and allergen information too.
PLUS
PLUS lists several products under its own brand, including plain breakfast cake in sliced and unsliced versions, as well as sliced wholemeal and Zero versions.
- These versions offer different combinations of size and type.
- Check the nutritional information for the version you choose; figures for one version don’t automatically apply to another.
Breakfast cake on Joybuy
These products suit two types of holiday lunch: individually wrapped breakfast cake to take with you, and sliced wholemeal breakfast cake for sharing at home. If ingredients or allergens matter to you, check the current pack.
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Snelle Jelle Breakfast Cake Less Sugar-Free 250 g
An option for taking individually wrapped portions with you on a day out.
Pack weight: 250 g. Check the current pack for ingredients, nutritional values and allergen information; don’t assume the sugar content from the product name.
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g'woon sliced wholemeal breakfast cake 485 g
A sliced wholemeal version for anyone who wants to share slices at home without having to cut the cake themselves.
Pack weight: 485 g. Check the current pack for ingredients and allergen information, especially if these are important to the person eating it.
Frequently asked questions
Can I use the nutritional values for an average slice for all breakfast cake?
No, check the nutrition table on the exact pack of breakfast cake you choose. The Netherlands Nutrition Centre gives average figures of 11.2 g of sugars and 1.1 g of fibre per 30 g slice, but products and serving sizes can vary.
Does ‘no added sugars’ also mean sugar-free?
No, breakfast cake with no added sugars can still contain sugars. Peijnenburg says its wholemeal version with this claim contains 4.9 g of sugars per 100 g; check the nutrition table and ingredients list for the version you choose.
Does all breakfast cake contain iodised baker’s salt?
You can’t tell from the name breakfast cake. Check the ingredients list for the version you choose or ask the manufacturer what type of salt it uses.
Which allergens should I check in breakfast cake?
Read the allergen information for the exact version, as ingredients vary between products. For example, PLUS lists wheat, rye and gluten-containing cereals for a Peijnenburg raisin breakfast cake, and says it may contain milk and certain nuts; don’t apply this information to other versions.