For those looking for real sourdough
You’re looking for breakfast cake that’s genuinely made with a sourdough starter. Check the ingredients or product description: an artisan look or a long resting time doesn’t confirm that it’s sourdough.
Which option is right for you?
For families shopping for the week
You want a pack that suits several occasions. Compare the weight, number of portions, storage instructions and price per kilo before choosing between a large cake and smaller packs.
For label readers
You choose based on the ingredients and nutritional information, such as the grains used, fibre, sugars and sweeteners. Check the allergen information on the specific pack too.
What should you look for when choosing?
First, decide whether a confirmed sourdough starter is essential for you. Then compare only the pack formats and labels that suit how you’ll use it during the week.
| What to look for | What to check when buying | Who it matters to |
|---|---|---|
| Confirmed sourdough | Look for sourdough or a sourdough starter in the ingredients or product description. A reference to traditional preparation alone isn’t enough. | I specifically want sourdough breakfast cake and won’t take an artisan appearance as proof. For around 31% of consumers, this confirmation is what makes the difference. |
| Nutritional information | Compare sugars and fibre per 100 g and per portion. For options with no added sugars, check which sweeteners have been used too. | If I choose based on ingredients and nutritional values, I want to know what’s in the slice I actually eat. This is a priority for around 31% of consumers. |
| Portions and storage | Check the weight, number of slices and whether the cake is sliced or individually wrapped. Read the storage instructions for after opening. | For occasions spread throughout the week, I want to be able to grab a portion without having to slice a cake each time. Around 23% of consumers prioritise this convenience. |
| Price per kilo | Compare the current price per kilo alongside the pack weight, and consider whether you’ll use the whole pack. | I want to compare different pack sizes fairly, while avoiding buying a large cake that goes uneaten. The price per kilo is the most important buying consideration for around 15% of consumers. |
Common mistakes
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Mistaking a traditional recipe for sourdough
Jumbo says that the dough for one wholemeal breakfast cake is left to rest overnight. On its own, this doesn’t tell you whether it contains a sourdough starter.
Only consider a cake a sourdough option if the specific pack or product description confirms that it contains sourdough or a starter.
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Assuming ‘no added sugars’ means sugar-free
The Peijnenburg wholemeal option with no added sugars listed by Jumbo contains 4.9 g of sugars and 24 g of polyols per 100 g. This product also carries a warning that excessive consumption may have a laxative effect.
Read the nutritional information per 100 g and per portion, and check which sweeteners the option contains. Keep any product containing xylitol out of reach of pets.
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Comparing packs without checking their weight
A large cake and individually wrapped portions contain different amounts of breakfast cake. So comparing the packs alone won’t tell you how much you’ll have for the week.
Check the weight, current price per kilo and the number of portions you expect to use.
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Skipping the allergen list on wholemeal breakfast cake
One wholemeal breakfast cake described by Jumbo lists gluten, rye and wheat. Ingredients may vary between products.
Check the ingredients and highlighted allergens on the current label of the option you’re buying.
Brands to compare
Peijnenburg
Peijnenburg offers plain and wholemeal options with different ingredients and nutritional values.
- For its unsliced plain option, Peijnenburg lists 37% rye flour and raising agents. The wholemeal option with no added sugars shown by Jumbo lists 40% wholemeal rye flour, xylitol and 17 g of fibre per 100 g.
- These details don’t confirm that the options contain a sourdough starter. Check the exact pack if sourdough is essential for you.
AH
Albert Heijn’s own brand includes plain and wholemeal breakfast cake in the category shown.
- The category lets you compare different options and pack weights side by side.
- Check the product information for your chosen option or the packaging for details about sourdough, ingredients and allergens.
Jumbo
Jumbo’s own brand includes a range of breakfast cakes, including plain, wholemeal and individually wrapped options.
- For one wholemeal option, Jumbo lists the rye used, raising agents and allergens. This kind of information helps you compare specific products.
- The wholemeal products described can’t be considered sourdough breakfast cake simply because they’re traditionally prepared or left to rest.
PLUS
According to the category overview, the PLUS own brand includes plain, wholemeal and zero breakfast cake options.
- The overview shows sliced and unsliced packs in different weights, which can help you work out what size you need.
- Check the ingredients of the specific option before drawing conclusions about sourdough or allergens.
Koek & Bakker
ALDI offers, among other options under this brand, a sliced zero version and a sliced wholemeal breakfast cake.
- ALDI describes the zero version as pre-sliced and having no added sugars.
- Check the full ingredients, allergens and any mention of a sourdough starter on the pack.
Breakfast cake for easy portions throughout the week
These Joybuy products are options if you’re looking for sliced breakfast cake or a smaller pack for the week. Don’t choose them solely because you want a sourdough starter: check the ingredients on the specific pack to confirm.
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g'woon wholemeal breakfast cake, sliced, 485 g
An option if you want a sliced cake for the week. If sourdough is a must, check the ingredients for a starter. If you have allergies, read the current label rather than relying on a general allergen claim.
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Snelle Jelle breakfast cake Less Sugar-Free, 250 g
An option if a smaller pack suits how you shop for the week. Before comparing values per portion, read the nutritional information on the pack. Don’t treat the name of the option as a substitute for checking the stated sugar content.
Frequently asked questions
Is breakfast cake made with dough that rests overnight sourdough?
No, resting time alone doesn’t confirm that it contains a sourdough starter. Jumbo says that the dough for one wholemeal breakfast cake is left to rest overnight. If you want sourdough, also look for an explicit mention of sourdough or a starter for the specific product.
Does ‘no added sugars’ mean that breakfast cake is sugar-free?
No. The Peijnenburg wholemeal option with no added sugars shown by Jumbo lists 4.9 g of sugars and 24 g of polyols per 100 g. So compare the nutritional information and ingredients of the option you’re planning to buy.
How can I check whether breakfast cake contains rye, wheat or other allergens?
Read the ingredients list and highlighted allergens on the current pack. The Netherlands Food and Consumer Product Safety Authority explains how allergens are listed on food labels, so don’t rely on the product name alone when buying breakfast cake.
Can I count on every breakfast cake to contain iodine from baker’s salt?
No, a mention of baker’s salt on one breakfast cake doesn’t confirm anything about another pack. Check the ingredients of the specific product, and ask the manufacturer about its composition if iodised salt is important to your choice.
How should I store breakfast cake after my weekly shop?
Follow the storage instructions on the pack you’ve chosen, including after opening. For the products described, Jumbo advises storing them in a cool, dry place or protecting them from moisture and heat. Check which instructions apply to your option.