Choose the packaging based on how you’ll take your breakfast cake with you: an individually wrapped portion needs less preparation, while a pre-sliced loaf at home lets you take out a slice. Then compare the nutritional information for the varieties you’re considering: wholemeal doesn’t in itself tell you anything about sugar content, and the word ‘zero’ doesn’t tell you anything about allergens.
You want to be able to grab a slice without cutting it on the go or carrying a large, opened wrapper. An individually wrapped portion could work well; once you’ve finished, dispose of the wrapper in a bin, as NS asks its passengers to do.
You don’t choose based only on words such as wholemeal or zero. You compare the sugars, fibre, ingredients and allergens in the specific products you’re considering.
You prefer a familiar plain variety and want to know how its packaging and nutritional values compare with wholemeal and zero varieties.
First, decide whether you need an individually wrapped portion or can prepare a slice at home. Then compare the nutritional information on the same basis, ideally both per 100 g and for the portion you’re taking with you.
| What to consider | What to look for | Who it matters to |
|---|---|---|
| Portion and packaging | Check whether the slices are individually wrapped or pre-sliced, and how much a portion weighs. | I want to take a clearly defined portion straight out of my bag during the journey, without cutting it beforehand or carrying an opened wrapper. This convenience comes first for around 42% of consumers. |
| Sugars, fibre and ingredients | Compare sugars and fibre per 100 g and per portion; also read the ingredients and allergen information. | When weighing up wholemeal and zero, I want to know what’s actually in my slice rather than relying on the name. This comparison takes priority for around 33% of consumers. |
| Familiar flavour | See which plain variety and type of packaging suit your preferences, and check the nutritional information for that product. | A familiar flavour matters more to me than a specific nutritional value, but I still want to be able to take a slice with me. This flavour preference comes first for around 25% of consumers. |
Jumbo lists both 8.2 g of fibre and 35.5 g of sugars per 100 g for its 280 g Wholemeal Breakfast Cake. The wholemeal label is no substitute for comparing the nutritional values.
Check sugars and fibre side by side, both per 100 g and for the slice you want to take with you.
For its Zero Breakfast Cake, PLUS lists rye, sweetener E967 and 21.7 g of polyols per 100 g. The word ‘zero’ doesn’t tell you everything about the ingredients.
Before choosing, check the ingredients, sweeteners, polyols and allergens on the specific packaging.
Offers plain breakfast cake in individually wrapped slices, among other varieties and types of packaging.
The standard 600 g AH Breakfast Cake is an example of a large wrapper for anyone who wants to prepare a portion at home.
Jumbo’s 280 g Wholemeal Breakfast Cake provides specific values for comparing fibre and sugars side by side.
PLUS Zero Breakfast Cake is a sliced variety for anyone who wants to compare the nutritional information for a zero product with other breakfast cakes.
Lidl lists a 485 g Zero Breakfast Cake as a shop product.
ALDI describes both a sliced zero variety and a sliced wholemeal breakfast cake from Koek & Bakker.
These two varieties offer different options for a portion on the train: a 250 g pack of Snelle Jelle and a pre-sliced wholemeal breakfast cake from g'woon. Check the packaging and label for both before deciding which slice to take with you.
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For anyone who wants to take this breakfast cake along as a portion. The pack contains 250 g; if you’re looking to limit sugars or increase fibre, check the nutritional information per 100 g and per portion on the label.
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For anyone who wants to prepare a pre-sliced portion at home for the journey. For this variety, Joybuy lists 43% wholemeal rye flour, 34 g of sugars and 5.9 g of fibre per 100 g. Check the current ingredients and allergen information on the packaging, particularly if rye is relevant to your choice.
No, the wholemeal label doesn’t in itself tell you anything about sugar content. For its 280 g Wholemeal Breakfast Cake, Jumbo lists 35.5 g of sugars and 8.2 g of fibre per 100 g; compare both values on the packaging of the variety you’re considering.
You can’t tell from the word ‘zero’ alone. For its Zero Breakfast Cake, PLUS lists rye flour and notes that wheat, barley and oats may be present; check the allergen information on the specific packaging.
