Budget-conscious shoppers
You’re looking for breakfast cake to enjoy at home and want to choose a pack you’re likely to finish.
Who is this for?
Shoppers looking for convenient portions
You want to grab a defined portion quickly in the evening or take some breakfast cake with you.
Label-conscious shoppers
You check the ingredients, nutrition information or allergens for the specific option you’re considering.
What should you look for?
First, decide which pack suits how often you have breakfast cake as a late-night snack. Then compare the ingredients and any dietary requirements for the options you’re considering.
| What to consider | What should you check? | Who is this important for? |
|---|---|---|
| Finishing the pack | Check the pack weight and storage instructions after opening. | If I have a slice at home now and then, I don’t want to be left with an opened cake I won’t finish. For around 36% of consumers, how well they can use up the pack comes first. |
| Nutrition information | Compare sugars and fibre per 100 g and per portion; also check the ingredients if the product claims to be wholemeal or low in sugar. | I want to know what a slice of this specific option contains, rather than relying on its name. Around 29% of consumers prioritise this label information. |
| Portion convenience | Check whether the cake is sliced or individually wrapped in portions. | When I want to grab something late at night or take it with me, a pre-portioned option is most convenient. Around 21% of consumers value this convenience most. |
| Allergens | Read the current ingredients and allergen information; check for an explicit gluten-free claim if you need one. | If I need to avoid certain ingredients, the option I choose must suit my dietary restriction. For around 14% of consumers, this is the first requirement. |
Common mistakes
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Treating ‘wholemeal’ or ‘zero’ as a complete picture of the ingredients
Peijnenburg says its sliced wholemeal option contains 39 g of sugars per 100 g. So, a claim on the front of the pack doesn’t tell you everything about the nutritional value of that option.
Read the nutrition table per 100 g and per portion, and compare the ingredients of the products you’re considering.
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Assuming regular breakfast cake is gluten-free
The ingredients for PLUS Ontbijtkoek Parelkandij include rye and wheat. The product category alone doesn’t tell you whether it’s suitable for a dietary restriction.
Before buying, check the current label, including allergen information and any warnings about possible traces.
Brands to compare
Peijnenburg
Offers, among other options, sliced wholemeal breakfast cake and individually wrapped portions.
- According to PLUS, the Naturel portion pack contains 10 portions in a 280 g pack.
- Peijnenburg states that its sliced wholemeal option contains 39 g of sugars per 100 g; compare the nutritional values of each option.
Albert Heijn
Offers breakfast cake in different pack formats, including 485 g of sliced wholemeal breakfast cake.
- With the sliced option, you can simply take a slice whenever you like.
- Check the current packaging and product information when you buy.
Jumbo
Alongside regular breakfast cake, it lists a 300 g unsliced Lekker Vrij van Gluten breakfast cake.
- The specific gluten-free option is clearly identified by its product description.
- Check whether it’s suitable by reading the label for the option you choose, rather than relying on the rest of the range.
Koek & Bakker
At ALDI, it offers 485 g packs of sliced wholemeal breakfast cake and a separate Zero option.
- The sliced format makes it easy to grab an individual slice.
- For the Zero option, read the ingredients and nutrition table; the name doesn’t replace this information.
Tastino
Lidl uses the Tastino brand for breakfast cake in different weights and formats.
- An unsliced plain option is ideal if you’d rather cut your own slices.
- Check the format and weight of the pack you choose.
PLUS
Offers, among other options, unsliced breakfast cake with pearl sugar.
- The pearl sugar option offers a different flavour from plain breakfast cake.
- The ingredients list for this option includes rye and wheat, as well as possible traces of other allergens.
Breakfast cake on Joybuy
These products show two formats for a late-night snack: sliced breakfast cake and an individually wrapped portion pack. Think about which format you’ll actually use, and check the label for the option you choose.
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g'woon Wholemeal Breakfast Cake Sliced 485 g
Sliced breakfast cake for anyone who wants to grab a slice at home.
485 g pack. Store in a cool, dry place and keep the pack tightly closed after opening, as stated in the product information. Check the current ingredients and allergen information on the packaging.
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Snelle Jelle Breakfast Cake Less Sugar-Free 250 g
A breakfast cake option for anyone who wants a portion they can take with them.
250 g pack. Don’t assume from the option’s name that the product is sugar-free; check the current ingredients and nutrition table.
Frequently asked questions
Is breakfast cake with no added sugars also sugar-free?
No, that claim doesn’t mean the product contains no sugars. Check the nutrition table for the option you choose to see how much sugar it contains per 100 g and per portion.
Is regular breakfast cake suitable if I need to eat gluten-free?
Don’t assume it is: some regular options contain rye or wheat. Check the current allergen information and only choose a product with an explicit gluten-free claim that suits your dietary restriction.
Does breakfast cake in the Netherlands have to contain iodised baker’s salt?
No, using iodised baker’s salt isn’t a legal requirement. The agreement on baker’s salt, published in the Government Gazette in 2008, sets out commitments and encourages its use; Brood.net Professionals also explains that it isn’t compulsory. Check the ingredients for the specific breakfast cake if this is relevant to your choice.
How should I store breakfast cake after opening?
Follow the instructions on the packaging of your breakfast cake. The product information for g'woon sliced wholemeal breakfast cake says to store it in a cool, dry place and keep the pack tightly closed after opening.