Solo breakfast eater looking for a set portion
Wants something with breakfast without having to cut or share it. An individually wrapped breakfast cake bar and a small pack of two biscuits are different portion sizes.
Who is this choice relevant to?
Shopper comparing sugars and fibre
Checks the nutritional information per portion and finds out what a claim such as ‘less sugar’ is being compared with, rather than relying on the product name alone.
Shopper who needs to check allergens
Reads the current label for gluten and any other relevant allergens. For example, a gluten-free breakfast cake bar may still contain milk or lupin.
What should you look for when choosing?
First decide whether you want a portion of biscuits or a breakfast cake bar. Then compare the packaging and nutritional information based on what matters most to you at breakfast.
| What to consider | What to check before buying | Who is this important to? |
|---|---|---|
| Single portion | Check whether the pack contains one bar, two biscuits together or several portions that aren’t individually wrapped; also check the weight per portion. | If I want something with breakfast without having to cut it, the packaging makes a difference. Around 33% of consumers prioritise a clearly defined portion like this. |
| Sugars and fibre | Compare sugars and fibre per portion and per 100 g; for ‘less sugar’ claims, check which product is used for comparison. | I want to assess the nutritional value of my bar without relying solely on ‘wholemeal’ or ‘less sugar’. Around 33% of consumers prioritise this comparison. |
| Gluten and allergens | Read the current ingredients list, the allergens listed and any ‘may contain’ information. | If I need to avoid gluten, the bar I choose must also suit my other allergen requirements. For around 9% of consumers, this check is the top priority. |
| Flavour and texture | Choose between crunchy speculoos, soft breakfast cake and filled biscuits; be sure to check the actual portion size. | For a leisurely Sunday breakfast, I mainly want to choose a type of biscuit I enjoy, without thinking of it as a complete breakfast. Flavour is the deciding factor for around 25% of consumers. |
Common mistakes
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Thinking of a biscuit or bar as a complete breakfast
A single portion is convenient, but the Voedingscentrum’s breakfast examples also include products such as wholemeal bread, yoghurt, porridge oats and fruit.
If you want your breakfast to follow these examples, choose suitable breakfast foods to have alongside your biscuit or bar.
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Assuming ‘less sugar’, ‘wholemeal’ and ‘gluten-free’ mean the same thing
These claims answer different questions. Jumbo states that its Ontbijtkoek Minder Suiker contains 11.4 g of sugars per 50 g bar; according to Jumbo, the wholemeal bar contains 20.5 g of sugars and 4.8 g of fibre per 58 g bar. Albert Heijn lists milk, lactose and lupin in its gluten-free breakfast cake bar.
Decide which feature you’re looking for, then compare the nutritional values, portion sizes and allergens of the products in question.
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Relying on online allergen information alone
Albert Heijn points out that ingredients and allergy information can change. The Netherlands Food and Consumer Product Safety Authority explains how allergens are listed on the labels of pre-packed foods.
If you have an allergy, check the label on the pack you’re actually going to use, including any ‘may contain’ information.
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Assuming a store listing means it’s available locally
Lidl lists its cake bars as an in-store product, while ALDI directs customers to their local store for its koekhappers. This doesn’t tell you whether a particular branch has them in stock.
Check your store’s range before making a special trip for a particular bar.
A wasted trip to the shop costs time too.
Brands compared
Lotus Biscoff
Speculoos biscuits for anyone looking for a crunchy portion of biscuits with breakfast, rather than a single breakfast cake bar.
- Jumbo describes the XL pack as containing ten small packs, each with two biscuits.
- Each pack contains two biscuits; also check this variant’s label for wheat and soya.
Albert Heijn
Breakfast cake bars, including a single 65 g gluten-free variant.
- Albert Heijn states that its gluten-free breakfast cake bar is made in a completely gluten-free environment.
- According to the product information, this variant contains milk, lactose and lupin, and has 43 g of sugars per 100 g. Check the current label for requirements beyond eating gluten-free, too.
Jumbo
Breakfast cake bars that let you compare a less-sugar option with a wholemeal option per portion.
- Jumbo states that its Ontbijtkoek Minder Suiker contains 11.4 g of sugars and 8.9 g of fibre per 50 g bar. The ‘less sugar’ claim compares this variant with Jumbo’s plain breakfast cake bar.
- According to the product information, Jumbo Ontbijtkoek Volkoren contains 20.5 g of sugars and 4.8 g of fibre per 58 g bar. Both of these variants contain gluten-containing cereals.
Lidl
In-store option for cake bars, including raisin and spiced cake and less-sugar varieties.
- Lidl lists six bars per pack.
- The product listing says it’s sold in store. For a nutritional or allergen comparison, read the current packaging.
ALDI / Goud Gebakken
Individually wrapped spiced cake or breakfast cake bites for anyone looking for single portions.
- ALDI lists six individually wrapped pieces.
- Check your local store’s range and read the packaging for ingredients, nutritional information and allergens.
Products on Joybuy
These products show three different single-serve options: a breakfast cake bar, a muesli bar and individually wrapped biscuits. A muesli bar and two biscuits in a wrapper aren’t the same as a single breakfast cake bar, so first decide which type of product you’re looking for.
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Snelle Jelle Breakfast Cake Less Sugar-Free, 250 g
A breakfast cake bar to consider if you’re looking for a single portion. Don’t take the words ‘Sugar-Free’ in the product name at face value: check the current sugar content per bar. If you have allergies, also check for rye and any mention of possible traces of nuts or milk.
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Hero B'Tween Zero White Chocolate muesli bars, 120 g
A muesli bar for anyone considering this type of bar instead of a breakfast cake bar. Check the weight and nutritional information per bar before comparing portions. Read the current label for gluten-containing cereals, milk, peanuts and any other nuts; the product description warns that excessive consumption may have a laxative effect.
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Lu Scholiertje milk chocolate biscuits, 150 g
For anyone who’d rather have biscuits with coffee or tea than a breakfast cake bar. The stated portion is two biscuits per wrapper, not one bar; check the portion weight if you want to compare nutritional values per eating occasion. If you have allergies, read the current label for milk, wheat, soya and possible traces of nuts.
Frequently asked questions
Can a biscuit bar be my entire Sunday breakfast?
A biscuit bar on its own doesn’t match the Voedingscentrum’s breakfast examples, which include options such as wholemeal bread or yoghurt with porridge oats and fruit. If you want to base your breakfast on these examples, have the bar alongside other breakfast foods.
Does ‘less sugar’ mean a breakfast cake bar is sugar-free?
No. Jumbo compares its Ontbijtkoek Minder Suiker with Jumbo’s plain breakfast cake bar and still lists 11.4 g of sugars per 50 g bar. Check both what the claim is being compared with and the nutritional information per portion.
Is a gluten-free breakfast cake bar also free from other allergens?
Not necessarily. Albert Heijn lists milk, lactose and lupin in its Glutenvrij Ontbijtkoekreep. If you have an allergy, always check the ingredients and allergens on the current packaging.
Why should I read the label if the nutritional information is online?
The information on the pack you buy is important when making your choice, especially when it comes to allergens. Albert Heijn warns that ingredients, nutritional values and allergy information can change, so compare the current packaging with what you’ve read online.
Can I assume Lidl or ALDI cake bars are in stock at my local store?
No. A product listing doesn’t tell you what your local branch has in stock. Lidl lists the cake bars mentioned as in-store products, and ALDI directs customers to their local store for its koekhappers; check the range before making a special trip to shop for either product.