Which option is right for you?

Tea drinkers on a set budget

If you regularly have breakfast cake with your tea, check the pack size and storage instructions. A larger pack makes sense if you’ll actually finish it.

Those comparing ingredients and nutrition

If you’re keeping an eye on sugar or fibre, compare plain, wholemeal and no-added-sugar options. Check the nutrition information per 100 g and, where provided, per slice.

Shoppers with packaging or dietary requirements

Individually wrapped slices can be handy to take with you. If you need a gluten-free option or have to avoid an allergen, check the labelling and allergen statement on the exact pack.

What should you look for when choosing?

First, decide which feature matters most for your tea break. Then check the packaging and label of the option you’re planning to buy.

What to consider What to check Who it matters to
Budget and pack size Check the pack weight and storage instructions, and consider how many tea breaks you expect it to last. I want to stay within budget for regular tea breaks without having cake left over. For around 45% of consumers, budget is the main consideration.
Sugars and fibre Compare sugars and fibre per 100 g; also read the ingredients list and check the portion size. If I’m considering a wholemeal option or one with no added sugars, I want to know what’s actually in each slice. Around 27% of consumers give these label details top priority.
Sliced or individually wrapped Check whether the cake is sliced, how many slices are in the pack and whether they’re individually wrapped. For a tea break on the go, I want to take a slice with me without having to cut it myself. This convenience is the top priority for around 18% of consumers.
Gluten and allergens Read the ingredients and allergen statement for the exact product; don’t rely on the category name alone. If I need a gluten-free option or information about an allergen, the ingredients matter more than the pack size. For around 10% of consumers, this is their main concern.

Common mistakes

  • Choosing a large pack without thinking about how you’ll use it

    Breakfast cake is available in packs of various sizes. A larger pack is only practical if you can use the cake according to the storage instructions.

    Think about how many slices you eat during your usual tea breaks, and check how to store the pack once opened.

  • Treating a front-of-pack claim as a complete picture of its nutritional value

    ‘Wholemeal’, ‘no added sugars’ and ‘gluten-free’ describe different features. None of these claims tells you on its own how much sugar, fibre or salt the breakfast cake contains.

    Compare the nutrition information per 100 g and check the ingredients list too. Only use values per slice if the portion size is clear.

  • Assuming plain and gluten-free are interchangeable

    The plain breakfast cake described by PLUS contains rye flour and states that it may contain other gluten-containing cereals. A product labelled gluten-free is a separate option with its own ingredients.

    If you need to follow a dietary restriction, always check the ingredients and allergen statement on the pack you have in front of you.

Brands to consider

These examples show the types of options you may come across. Information about one product doesn’t automatically apply to every breakfast cake from the same brand.

Jumbo

Jumbo lists plain breakfast cake in packs including 550 g and 280 g.

  • The choice of pack sizes lets you pick one to suit how you’ll use it.
  • Check the storage instructions on the pack you choose; information about one option won’t necessarily apply to another.

Albert Heijn

Albert Heijn lists a 600 g AH Ontbijtkoek as its standard option.

  • The stated pack weight helps you decide whether it’s suitable for several tea breaks.
  • Always check the pack you’re buying for its ingredients, nutrition information and allergens.

Koek & Bakker bij ALDI

ALDI lists sliced Koek & Bakker breakfast cake in wholemeal and zero options, both weighing 485 g.

  • The two options have different claims, which you can compare by checking their labels.
  • The no-added-sugars claim is no substitute for comparing the ingredients and sugar content in the nutrition information.

PLUS

PLUS lists a 485 g sliced plain breakfast cake with nutrition and allergen information.

  • For this option, PLUS states that it contains 36 g of sugars and 3.3 g of fibre per 100 g.
  • According to PLUS, this option contains rye flour and may contain other gluten-containing cereals. If you have a dietary restriction, check the exact pack.

Peijnenburg

Peijnenburg lists individually wrapped plain slices, a sliced no-added-sugar option and a plain option labelled gluten-free.

  • According to Peijnenburg, its plain 10-pack contains ten individually wrapped slices weighing 28 g each.
  • Each option has its own ingredients. Check the nutrition information and allergens for each one rather than assuming the details apply across the range.

Breakfast cake on Joybuy

This sliced wholemeal breakfast cake could suit a tea break if you’re looking for a wholemeal option. Check the label separately if sugars, fibre or allergens will influence your choice.

g'woon wholemeal breakfast cake, sliced, 485 g

g'woon wholemeal breakfast cake, sliced, 485 g

A sliced option for anyone looking to serve wholemeal breakfast cake with tea. The pack contains 485 g.

If you have an allergy, check the exact pack particularly carefully: the product information mentions rye but also includes a conflicting allergen statement. Only compare sugars and fibre once you’ve confirmed whether the nutrition information is per 100 g or per portion.

View on Joybuy

Frequently asked questions

Does ‘no added sugars’ mean breakfast cake contains no sugar?

No, the claim doesn’t mean the sugar content is zero. For its sliced plain option with no added sugars, Peijnenburg lists 4.9 g of sugars and 17 g of fibre per 100 g. Check the ingredients too, and only compare nutrition values when they’re given on the same basis.

How should I store breakfast cake once it’s been opened?

Follow the storage instructions on the exact pack. PLUS says to store its plain option in a cool, dark place; Jumbo says to store one of its plain options in a cool, dry place. Don’t assume the instructions for one option apply to another.

Can I assume that all breakfast cake contains iodised baker’s salt?

No, don’t assume this based on the product category alone. If the presence of iodised baker’s salt is important to your choice, check the ingredients information for the specific breakfast cake or ask the manufacturer.