Which choice is right for you?

Holidaymakers who compare labels

You want to know which grain, how much fibre and sugar, and which sweeteners a particular breakfast cake contains. Compare nutritional values on the same basis, for example per 100 g.

Holidaymakers taking breakfast cake with them

Whether you’re going on a drive, spending the day at the beach or heading out for an excursion, you won’t want to have to slice it. In that case, the packaging format and storage instructions are important things to check.

Shoppers choosing by flavour and ingredients

You might be looking for organic ingredients, ginger or pearl sugar. That choice is about origin or flavour; for nutritional values, the label on the variety you choose is what matters.

What should you look for when choosing?

First decide what matters most for your holiday: the ingredients, how easy it is to take with you, the flavour or the pack size. Then look for a specific variety that fits the bill.

What to consider What to check Who is this important for?
Ingredients and nutritional value Compare the grain, fibre and sugar per 100 g; also check the ingredients and allergens for the exact variety. If I’m careful about which ingredients I choose, I want to know what’s actually in this breakfast cake, rather than relying on the front of the pack. For roughly 37% of consumers, this nutritional profile is the top priority.
Convenience on the go Check whether the cake is sliced or individually wrapped, and read the storage instructions. For a day out, I want to be able to take a piece with me without having to slice it there and then. Around 27% of consumers prioritise this convenience.
Flavour and origin See which ingredients provide the flavour and check for an organic claim on the pack you choose. I’d rather choose a particular flavour or organic ingredients than a different packaging format. For around 18% of consumers, this is the first thing they consider.
Pack size Compare the net weight and number of slices with the number of people and the length of your stay. When I’m shopping for a holiday, I want to choose a pack we’re likely to finish. For around 18% of consumers, choosing a suitable pack size is the top priority.

Common mistakes

  • Assuming ‘premium’ means a particular nutritional profile

    Organic ingredients, ginger and pearl sugar describe different product qualities. Albert Heijn states that its organic plain variety contains 41 g of sugar and 3.7 g of fibre per 100 g; Jumbo states that its Peijnenburg wholegrain variety with no added sugar contains 17 g of fibre per 100 g. These figures apply to the varieties mentioned, not to every product from these brands.

    Compare the nutritional information per 100 g and check the ingredients and allergens on the pack you want to buy.

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

    Jumbo states that Peijnenburg wholegrain with no added sugar still contains 4.9 g of sugar per 100 g. The variety in question also contains xylitol; according to the label, excessive consumption may have a laxative effect, and xylitol is not suitable for animals.

    Read the full ingredients list and keep breakfast cake containing xylitol out of reach of pets.

  • Assuming breakfast cake contains iodine

    You can’t tell from the product name ‘breakfast cake’ whether a particular variety is made with baker’s salt or how much iodine it contains.

    Check the ingredients and nutritional information for the exact variety rather than counting breakfast cake as a source of iodine without checking the label.

  • Choosing a pack without checking what’s inside

    An unsliced cake and a pack of individually wrapped pieces won’t suit a short outing or a longer stay in the same way.

    Check the net weight, number of pieces and packaging format before choosing what to take with you.

Brands to consider

Peijnenburg

Peijnenburg offers breakfast cake in plain, wholegrain and individually wrapped portion varieties, among others.

  • For its sliced wholegrain variety with no added sugar, Jumbo states that it contains 40% wholemeal rye flour and 17 g of fibre per 100 g.
  • That recipe doesn’t apply to the entire range. For this variety, also check the information about rye and xylitol.

Albert Heijn

Albert Heijn offers an organic plain breakfast cake variety, among others.

  • According to Albert Heijn, this variety is made using only organic ingredients.
  • Albert Heijn states that the same variety contains 41 g of sugar and 3.7 g of fibre per 100 g; consider its nutritional value separately from its organic origin.

Jumbo

Jumbo offers its own-brand breakfast cake alongside products from other brands.

  • The range includes a variety of flavours, pack sizes and packaging formats.
  • Check the ingredients and allergens on the product page or packaging for the specific variety.

Koek & Bakker

This ALDI own brand offers wholegrain breakfast cake and flavoured varieties, among others.

  • ALDI describes a 485 g sliced wholegrain variety, as well as unsliced varieties with pieces of ginger or pearl sugar.
  • Check which variety is available at your chosen store and read its label before you buy.

Lidl

Lidl lists Ontbijtkoek zero and breakfast cake from Tastino, among others.

  • The different product names give you a starting point for comparing the ingredients in each specific variety.
  • A label such as ‘zero’ is no substitute for the ingredients list and nutritional information.

PLUS

PLUS lists plain breakfast cake in both sliced and unsliced formats.

  • PLUS lists a 485 g sliced pack and a 550 g unsliced variety.
  • For the unsliced variety, PLUS advises storing it ‘in a cool, dry place’. Also follow the instructions on the pack you buy.

Breakfast cake on Joybuy

This pack of six is an option if you’re looking for breakfast cake to enjoy on several occasions during your holiday. Check separately whether the packaging format and ingredients suit your plans.

g'woon breakfast cake, 6 pieces

g'woon breakfast cake, 6 pieces

A pack of six for anyone who wants to take breakfast cake on holiday or keep some for several occasions. If you need individual portions, check whether the pieces are individually wrapped. To compare the ingredients, read the label per 100 g.

View on Joybuy

Frequently asked questions

Which breakfast cake packaging is handy for a drive or a day at the beach?

Sliced breakfast cake or individually wrapped pieces mean less cutting while you’re out and about. Check that the pieces in your chosen variety are individually wrapped, and follow the storage instructions on the pack.

Is breakfast cake with no added sugar also sugar-free?

No, that label doesn’t mean the cake contains no sugar. Jumbo states that Peijnenburg wholegrain with no added sugar contains 4.9 g of sugar per 100 g. Check the ingredients list too if you want to keep an eye on sweeteners.

What should I look for if I want to avoid breakfast cake containing rye?

Check the ingredients and allergens for the exact variety. The Peijnenburg wholegrain variety described by Jumbo contains wholemeal rye flour; this tells you nothing about the ingredients in other breakfast cakes.

Does an organic label tell me anything about the sugar in breakfast cake?

No, organic origin doesn’t determine the amount of sugar. Albert Heijn states that its organic plain variety contains 41 g of sugar per 100 g; check the nutritional information if this matters to your choice.

Can I assume that breakfast cake contains iodine?

No, don’t assume that a particular breakfast cake contains iodine just because it belongs to this product category. Check whether the label lists baker’s salt, and base any decision about its nutritional value on the information for the exact variety.