Who might this choice matter to?

If you check sugar claims

You want to avoid added sugars and also check how much sugar the breakfast cake contains per 100 g. The Netherlands Nutrition Centre explains that ‘with no added sugars’ does not mean a product contains no sugars.

If you consider wholegrain and fibre

As well as a version with no added sugars, you’re looking for a clearly labelled wholegrain product with its fibre content stated, so you can compare the nutritional value of the exact breakfast cake you’re considering.

If you’re planning portions for guests

You want to make it easy to share breakfast cake on St Nicholas’ Eve. Sliced cake and individually wrapped slices come in different types of packaging, so check which option suits the number of guests.

What should you look for when choosing?

Start by checking the exact sugar claim and the nutritional information per 100 g. Then compare the grain type, fibre content and packaging for serving on St Nicholas’ Eve.

What to consider What to look for Who it matters to
Sugar claim Read the exact claim and the ‘of which sugars’ figure per 100 g; ‘zero’ and ‘with no added sugars’ do not automatically mean ‘sugar-free’. If I want to avoid added sugars, I don’t want to assume that a zero version contains no sugars at all. Around 42% of consumers put checking this claim first.
Wholegrain and fibre Check whether the version is wholegrain and compare the fibre content per 100 g of the exact products. If I want a slice to enjoy beyond St Nicholas’ Eve, the grain type and fibre content are decisive for me. This is a priority for around 33% of consumers.
Portions and packaging Check the number of pre-sliced portions or the size of individually wrapped portions. When serving guests, I want to know how many slices there are and whether they’re individually wrapped. This is the main consideration for around 25% of consumers.

Common mistakes

  • Reading ‘zero’ as ‘no sugars’

    AH Ontbijtkoek zero and the Peijnenburg versions mentioned as having no added sugars list 4.9 g of sugars per 100 g. So the wording on the front of the pack doesn’t tell you everything about the total sugar content.

    Also check the ‘of which sugars’ line on the label. Under EU Regulation (EC) No 1924/2006, the claim ‘sugar-free’ can only be used for solid foods containing no more than 0.5 g of sugars per 100 g.

  • Looking only at the sugar claim

    A claim about added sugars doesn’t tell you whether a breakfast cake is wholegrain or how much fibre and salt it contains. These figures can vary between versions.

    Compare the nutritional information per 100 g and check that ‘wholegrain’ appears on the packaging of the version you choose.

  • Checking the ingredients and allergens only when it’s time to serve

    The versions described contain xylitol and rye or gluten; possible traces of nuts and milk are also listed for a Peijnenburg individually wrapped pack. Product information also warns that consuming too much xylitol may have a laxative effect.

    Check the packaging of the exact version before buying for guests. Keep breakfast cake containing xylitol out of reach of pets.

Brands to consider

Peijnenburg

Peijnenburg’s product range described here includes sliced breakfast cake with no added sugars, including plain and wholegrain versions.

  • For its wholegrain version, Peijnenburg lists 100% wholegrain, 17 g of fibre and 4.9 g of sugars per 100 g.
  • The versions described contain xylitol. Also check the packaging of the exact product for information about rye, gluten and possible traces of other allergens.

AH

AH Ontbijtkoek zero is a sliced own-brand option to compare if you want to avoid added sugars.

  • Albert Heijn lists 0 g of added sugars and 4.9 g of sugars per 100 g for this version.
  • The product information lists xylitol, polyols and rye or gluten; check the current label before buying.

Koek & Bakker

ALDI describes Koek & Bakker Gesneden Ontbijtkoek Zero as a pre-sliced version with no added sugars.

  • The pack described contains 485 g of pre-sliced breakfast cake.
  • Check the nutritional information and ingredients on the exact pack before making your decision based on sugars, sweeteners or allergens.

Related products at Joybuy

Related products coming soon.

Frequently asked questions

Is breakfast cake with ‘zero’ on the packaging sugar-free?

Not necessarily: AH Ontbijtkoek zero lists 4.9 g of sugars per 100 g. Under EU Regulation (EC) No 1924/2006, a solid food can only be called ‘sugar-free’ if it contains no more than 0.5 g of sugars per 100 g, so check the nutrition table for the exact version.

Why does breakfast cake with no added sugars still contain sugars?

As the Netherlands Nutrition Centre explains, ‘with no added sugars’ doesn’t rule out sugars that occur naturally in a product. The ‘of which sugars’ line shows how much sugar the breakfast cake you’ve chosen contains in total.

What should I know about xylitol?

Check the ingredients and any warnings on the packaging: the zero versions described contain xylitol, and the product information warns that consuming too much may have a laxative effect. Keep products containing xylitol out of reach of pets.

What should I check when buying breakfast cake for guests?

Check the allergens and the number or size of slices on the exact pack. The versions described contain rye or gluten, while possible traces of nuts and milk are also listed for a Peijnenburg individually wrapped pack. According to the Netherlands Nutrition Centre, store the cake in a cool, dry, dark place in a tightly sealed container.