Who are these options for?

Consumers with strict sugar requirements

You want to know whether a breakfast cake is genuinely sugar-free or simply sold as having no added sugars. The precise claim and the amount of sugars per 100 g are what matter.

Commuters who want to take a portion with them

You want to pop a slice straight into your bag or lunchbox, without any preparation. In that case, it matters whether the slices are individually wrapped or just pre-sliced.

Consumers comparing fibre and ingredients

You’re interested in fibre or wholegrains, and also want to know which allergens and sweeteners are listed on the pack. Nutritional information per 100 g makes it easier to compare; for allergens, always check the label on the product you buy.

What should you look for when choosing?

First decide whether ‘sugar-free’ is a strict requirement. Then compare the packaging and nutritional information of breakfast cakes that meet your sugar requirements.

What to consider What to check when buying Who it matters to
Sugar claim Check ‘of which sugars’ per 100 g and distinguish between ‘sugar-free’ and ‘no added sugars’. Under Regulation (EC) No 1924/2006, food can only be described as ‘sugar-free’ if it contains no more than 0.5 g of sugars per 100 g. If I’m looking for something genuinely sugar-free, I don’t want to rely on the word ‘zero’ alone. Around 33% of consumers prioritise the precise sugar claim.
Taking it with you Check whether each slice is individually wrapped and look at the weight per slice. Pre-sliced doesn’t mean individually wrapped. A slice I can pop straight into my lunchbox saves me having to wrap it at home. For around 27% of consumers, this convenience is the main priority.
Fibre and wholegrains Compare fibre per 100 g and check the ingredients if you’re specifically looking for wholegrains. Also check the sugars, energy and portion size. I want to compare the fibre in two breakfast cakes on a like-for-like basis, without overlooking the rest of the nutritional information. Around 20% of consumers prioritise this.
Ingredients and allergens Read the current allergen information and ingredients list, including any rye, gluten and polyols; also check the warnings on the packaging. If an ingredient isn’t suitable for me or I don’t tolerate polyols well, checking this comes before packaging convenience. This is the first concern for around 20% of consumers.

Common mistakes

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

    Breakfast cake with no added sugars can still contain sugars. Jumbo lists 4.9 g of sugars per 100 g for Peijnenburg Wholegrain with no added sugars; this is above the EU threshold for a ‘sugar-free’ claim.

    Before choosing a product to meet a strict sugar-free requirement, compare the claim with the ‘of which sugars’ figure per 100 g.

  • Focusing only on ‘wholegrain’ or fibre

    The fibre content doesn’t tell you how much sugar or energy a portion contains. Portion sizes can also vary between packs.

    Compare the nutritional information per 100 g first, then check the weight of a slice.

  • Ignoring the ingredients in ‘zero’ products

    The zero and no-added-sugar varieties examined list rye and gluten. Products examined that contain xylitol or other polyols carry a warning that excessive consumption may have a laxative effect.

    Check the current ingredients, allergen information and warnings on the packaging. Keep products containing xylitol out of reach of dogs.

  • Confusing pre-sliced with individually wrapped

    A pre-sliced pack gives you slices, but they aren’t necessarily individually wrapped portions you can pop into your bag.

    Choose individually wrapped slices if you want to take them with you without any preparation; choose a pre-sliced pack if you want to wrap portions yourself.

    You may need a storage container or extra packaging for loose slices.

Brands and retailers to consider

Peijnenburg

Peijnenburg has breakfast cakes with no added sugars in both pre-sliced and individually wrapped versions.

  • Jumbo lists 17 g of fibre and 4.9 g of sugars per 100 g for the wholegrain pre-sliced version. Albert Heijn also lists a box of 80 individually wrapped 28 g slices.
  • ‘No added sugars’ doesn’t mean sugar-free. Check the ingredients and allergens for the variety you choose; the products examined list rye and gluten.

Albert Heijn

AH Zero Sliced Breakfast Cake is an own-brand option for anyone who wants to take slices with them.

  • Albert Heijn lists 4.9 g of sugars, 16 g of fibre and 22 g of polyols per 100 g for this variety.
  • The packaging lists rye and gluten and warns that excessive consumption may have a laxative effect.

Jumbo

Here, Jumbo is the retailer of the Peijnenburg Wholegrain with no added sugars pre-sliced breakfast cake examined, not its manufacturer.

  • The product information lists 12 slices of 28 g and nutritional values per 100 g, so you can assess both the product and the portion.
  • Pre-sliced pieces aren’t automatically individually wrapped; check the packaging if you want to take them with you straight away.

Koek & Bakker / ALDI

ALDI describes Koek & Bakker Sliced Breakfast Cake Zero as a pre-sliced variety with no added sugars.

  • The pack described contains 485 g of breakfast cake.
  • Before buying, check the ingredients, allergens and nutritional information on the packaging; the word ‘zero’ alone doesn’t tell you how much sugar the product contains.

Related products at Joybuy

Related products coming soon.

Frequently asked questions

Does ‘zero’ or ‘no added sugars’ mean the same as sugar-free?

No. Under Regulation (EC) No 1924/2006, a food can only be called ‘sugar-free’ if it contains no more than 0.5 g of sugars per 100 g. A product with no added sugars can still contain naturally occurring sugars; the AH and Peijnenburg varieties examined list 4.9 g of sugars per 100 g.

Is zero breakfast cake also gluten-free?

No, ‘zero’ doesn’t mean gluten-free. The zero and no-added-sugar varieties examined list rye and gluten. If you need gluten-free breakfast cake, check that the specific pack is clearly labelled as gluten-free and read the current allergen information.

Why do some packs carry a warning about a laxative effect?

The breakfast cakes examined that contain xylitol or other polyols warn that excessive consumption may have a laxative effect. Read the warning on the pack you choose, especially if you plan to take several slices with you.

Where should I store breakfast cake with xylitol if I have a dog?

Keep breakfast cake with xylitol out of reach of dogs. The Peijnenburg product information examined warns that xylitol is not suitable for animals and advises contacting a vet immediately if it is consumed.