Host serving a shared table
You want to serve several portions quickly with coffee or dessert. A large pre-sliced cake saves you having to cut it; with an unsliced cake, you decide how big the pieces should be.
Who is this choice relevant to?
Guest comparing ingredients
You check sugars, fibre, sweeteners and allergens before choosing a breakfast cake. A claim on the front of the pack doesn’t replace the nutrition information or ingredients list.
Buying for a group
You match the pack weight and stated number of slices or portions to the group. This helps you work out how many packs you’ll need and how much cake might be left over.
What should you look for when choosing?
First decide how you want to serve the breakfast cake and how many guests will have some. Then compare the ingredients and nutrition information of the options available in that size.
| What to consider | What to check | Who it matters to |
|---|---|---|
| Serving equal portions | Check whether the cake is pre-sliced and how many slices or portions the pack states. For Peijnenburg plain sliced 550 g, Jumbo lists 18 slices. | I want to put out a serving plate without cutting the cake on the spot or serving uneven pieces. Around 36% of consumers say ease of serving comes first. |
| Sugars, fibre and allergens | Read the nutrition information per 100 g and per portion, the ingredients and any sweetener warnings. | If guests have different ingredient preferences, I want to know what I’m putting on the table. For around 21% of consumers, checking the label is the top priority. |
| Quantity for the group | Compare the pack weight with the number of guests and consider the slice size you want to serve. The stated number of portions won’t always match the number of pre-sliced pieces. | I want enough cake for the group without having lots of unopened packs left over. For around 29% of consumers, planning the quantity is their main concern. |
| Serving individual portions | Check how many pieces are in the pack and whether each one is individually wrapped. For a Peijnenburg 10-pack, Jumbo lists ten individually wrapped 28 g slices. | If guests will be helping themselves at different times or taking a portion with them, I’d rather hand out individual portions. Around 14% of consumers prefer this way of serving. |
Common mistakes
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Assuming a large pack will be enough for any group
The same pack weight doesn’t tell you how many pieces you’ll actually serve. Jumbo lists 18 slices for Peijnenburg plain sliced 550 g and around 22 portions for Jumbo Naturel 550 g; a slice and a portion may not be the same size.
Count your guests and compare the stated number of pieces with the portion size you want to serve.
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Relying only on ‘wholemeal’ or ‘no added sugars’
According to PLUS product information, its wholemeal breakfast cake contains 34.1 g of sugars per 100 g. Albert Heijn lists sweeteners and a warning about excessive consumption for its sliced zero option.
Compare the nutrition information per 100 g and per portion, and also read the ingredients, allergens and warnings on the pack you choose.
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Overlooking allergens when serving from a shared plate
The breakfast cake options described here have different ingredients. Rye and other gluten-containing cereals appear in the product information, so don’t assume every option has the same ingredients.
Keep the pack beside the serving plate so guests can check the ingredients and allergens for that particular cake.
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Assuming all breakfast cake contains iodised baker’s salt
The Netherlands Food and Consumer Product Safety Authority explains that iodine compounds may be present in bakery products through baker’s salt, up to a maximum of 65 mg of iodine per kg of salt. The Dutch bakery sector says that using iodised baker’s salt is not a legal requirement.
If the type of salt used matters to your choice, check the ingredients list for the specific product. Don’t automatically treat breakfast cake as a source of iodine.
Brands to consider
Peijnenburg
The range includes large pre-sliced cakes, options with no added sugars and individually wrapped slices.
- Jumbo lists 18 slices for Peijnenburg plain sliced 550 g, giving you a specific number to help prepare the serving plate.
- Ingredients and allergens vary by option. For options containing sweeteners, also read the warnings on the label.
Jumbo
Jumbo Naturel Breakfast Cake 550 g is an unsliced option if you want to choose the slice size yourself.
- Jumbo lists around 22 portions for this pack.
- You’ll need to slice the cake yourself; the product information lists gluten, rye and wheat.
Albert Heijn
Sliced AH Ontbijtkoek zero 485 g is an option for anyone who wants to compare sugars and fibre on the label.
- Albert Heijn lists 16 portions and, per 100 g, 4.9 g of sugars and 16 g of fibre.
- This option contains xylitol and other polyols, and carries a warning about excessive consumption. Check the allergens too.
PLUS
PLUS offers a sliced wholemeal breakfast cake 485 g for anyone who wants to look at the ingredients in a wholemeal option.
- PLUS lists 41% wholemeal rye flour.
- The same product information lists 34.1 g of sugars per 100 g and says it may contain wheat, barley and oats.
Koek & Bakker
ALDI describes a sliced Koek & Bakker Ontbijtkoek Zero 485 g.
- The pre-sliced format means you can serve slices without having to cut the cake.
- If you’re choosing based on sugars, ingredients or allergens, check the nutrition information on the pack.
Breakfast cake on Joybuy
For sharing at the table, we’ve included two larger cakes to serve in slices and a smaller pack for handing out individual portions. Choose a size to suit the number of guests and check the label if anyone has specific ingredient preferences.
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g'woon wholemeal breakfast cake, sliced, 485 g
For serving on a plate when you want the cake ready-sliced. The pack weighs 485 g; work out how many packs you need based on the number of guests, and check the current label if anyone has allergies.
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Snelle Jelle breakfast cake Less Sugar-Free 250 g
A smaller pack to consider if you want to hand out individual portions rather than put a large cake on the table. The pack weighs 250 g; check how many pieces it contains, and read the nutrition information, ingredients and warnings to understand what the product name means.
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g'woon breakfast cake, unsliced, 550 g
For anyone who wants to cut slices to size for a group. This unsliced cake weighs 550 g; allow time to portion it before serving and choose a serving size to suit the number of guests.
Frequently asked questions
Should I choose a large cake or individual portions for Christmas dinner?
Choose a large pre-sliced cake if you want to put out a plate of slices quickly, or an unsliced cake if you want to decide the portion size yourself. Individually wrapped portions are more practical when guests will be helping themselves at different times or taking a portion with them. If so, check how many pieces you’ll need for the group.
Can I ignore the rest of the label if it says ‘no added sugars’?
No. Read the nutrition information, ingredients and warnings too. For sliced AH Ontbijtkoek zero, Albert Heijn lists xylitol and other polyols and warns that excessive consumption may have a laxative effect. Also check the allergens in the option you choose.
Is the use of iodised baker’s salt compulsory in breakfast cake in the Netherlands?
No, don’t assume that every breakfast cake has to contain iodised baker’s salt. The Netherlands Food and Consumer Product Safety Authority explains that iodine may be present in bakery products through baker’s salt, at a maximum of 65 mg of iodine per kg of salt. The Dutch bakery sector says its use is not a legal requirement. Check the ingredients list on the specific pack.
How should I store an opened pack after Christmas dinner?
Follow the storage advice on the pack of the breakfast cake you’ve chosen and seal it well after use. Jumbo and Albert Heijn recommend storing the products described in a cool, dry place; always follow the instructions on your own pack.