Who might each option suit?

Shoppers with a strict sugar requirement

You’re looking for biscuits with an explicit ‘sugar-free’ claim, and you check the packaging to see how much sugar they contain and which sweeteners are used.

Shoppers avoiding added sugars

‘No added sugar’ may be enough for you, even if the nutrition table still lists sugars.

Shoppers choosing biscuits for guests

You want something to serve with coffee or put on the Easter table, while taking portion sizes, allergens and possible sensitivity to polyols into account.

What should you look for when choosing?

First decide whether ‘sugar-free’ is essential or whether ‘no added sugar’ is enough. Then compare the nutrition information and ingredients of the biscuits you’re considering for your Easter table.

What to consider What to check before buying Who it matters to
Explicit sugar claim Read the exact claim and compare the ‘of which sugars’ figures per 100 g and per portion. If I’m looking for biscuits with as little sugar listed as possible for the Easter table, I don’t want to rely on the word ‘zero’ alone; around 42% of consumers prioritise an explicit sugar claim.
Added sugars Check whether the label says ‘no added sugar’ and see how much sugar is still listed in the nutrition table. My biscuits don’t need to be completely sugar-free, as long as they suit my preference to avoid added sugars; around 33% of consumers prioritise this.
Guests and portions Read the allergen information, ingredients and any warning about polyols; check the portion size too. When I’m choosing biscuits for several guests, I want to consider what they can eat and how many I serve; around 25% of consumers prioritise this.

Common mistakes

  • Reading ‘no added sugar’ as ‘sugar-free’

    These claims don’t mean the same thing. Verkade lists 1.7 g of sugars per 100 g for San Francisco Zero, which it describes as having ‘no added sugar’.

    If the amount of sugar is a deciding factor, compare the ‘of which sugars’ figure per 100 g and per portion on the current packaging.

  • Overlooking polyols

    According to the Netherlands Nutrition Centre, large amounts of polyols can cause digestive problems. Jumbo lists 17 g of polyols per 100 g for a Céréal variety with sesame and vanilla flavour.

    Read the ingredients and warnings on the packaging, especially if you’re planning to serve several biscuits.

  • Treating a sugar claim as a verdict on the whole biscuit

    A claim describes one particular feature of a product. The Netherlands Nutrition Centre points out that such a claim doesn’t mean the product is healthy overall, and advises against eating biscuits too often.

    When choosing biscuits for breakfast or a coffee break, consider the portion size and the rest of the nutrition information too.

  • Relying only on old online product information

    Ingredients and allergens can change. Albert Heijn itself warns about such changes in its online product information.

    If you’re buying for guests, check the current packaging for ingredients, allergens, storage instructions and the use-by date.

Brands to consider

Céréal

Worth considering if you’re looking for biscuits with an explicit ‘sugar-free’ claim.

  • Jumbo describes Céréal coconut biscuits as ‘sugar-free’ and says they’re a source of fibre.
  • For a sesame and vanilla variety, Jumbo lists 0 g of sugars and 17 g of polyols per 100 g. Compare varieties individually and check the current packaging.

Verkade

Worth considering if you’re looking for a biscuit with no added sugar, rather than necessarily one that’s sugar-free.

  • Verkade describes San Francisco Zero as having ‘no added sugar’ and lists 1.7 g of sugars per 100 g.
  • The listed ingredients include maltitols; the allergen information includes wheat, milk and soya, among other things. Check the packaging if these ingredients matter to your guests.

Albert Heijn

A supermarket own-brand worth looking at if you’re searching for biscuits with a sugar claim.

  • Albert Heijn lists AH Digestive 0% sugar in its online range.
  • Albert Heijn says that ingredients, nutritional values and allergen information can change. If you’re buying for guests, base your choice on the current packaging.

Lotus Biscoff

A classic caramelised biscuit for anyone who’s mainly looking for a familiar flavour to enjoy with coffee.

  • Lotus Bakeries describes Biscoff as a crunchy biscuit with a caramelised flavour.
  • If you have a strict sugar requirement, only choose a pack that clearly displays the sugar claim and nutritional information you need.

Easter biscuits at Joybuy

Matching products coming soon.

Frequently asked questions

Does ‘no added sugar’ mean the same as ‘sugar-free’?

No. Biscuits with no added sugar can still contain sugars. For example, Verkade lists 1.7 g of sugars per 100 g for San Francisco Zero, so check both the claim and the nutrition table.

What should I look for when it comes to polyols in biscuits?

Read the ingredients and any warnings, especially if you’re planning to serve several biscuits. According to the Netherlands Nutrition Centre, large amounts of polyols can cause digestive problems.

Are sugar-free biscuits automatically suitable for breakfast every day?

No. A sugar claim doesn’t tell you whether a biscuit as a whole is suitable for breakfast every day. The Netherlands Nutrition Centre advises against eating biscuits too often; consider the portion size and the rest of the nutrition information too.

How should I store biscuits for the Easter table?

Follow the use-by date and storage instructions on the packaging of the product you choose. Check these instructions again if you buy the biscuits well before Easter.