If fibre is your priority
You want to assess breakfast cereals by their nutritional value, looking beyond a fibre claim on the front of the pack.
Who is this guide for?
If you’re looking for a less sweet everyday breakfast
You buy breakfast for several mornings at a time and want to compare the sugars and ingredients in crunchy cereals as well as their fibre content.
If you do the weekly shop for your household
You’re looking for a pack size and product type that suit your household and routine, from a warm bowl to muesli with yoghurt.
What should you look for when choosing?
First decide whether you want porridge oats, flakes or crunchy muesli. Then compare products of the same type by checking their labels; the Netherlands Nutrition Centre recommends using the values per 100 g.
| What to consider | What to check | Who it matters to |
|---|---|---|
| Fibre and grain base | Compare fibre per 100 g and check which grains or bran are listed in the ingredients. | If fibre is my main criterion, I also want to know which grains I’m buying. An estimated 45% of consumers put this first. |
| Sugars as well as fibre | Compare sugars per 100 g in similar products and check the ingredients. | For a breakfast I eat often, I don’t want to rely on a fibre claim alone if a crunchy variety tastes sweet. For around 33% of consumers, the balance of sugars matters most. |
| How you’ll use it throughout the week | Choose a suitable product type and pack size; check the best-before date and storage instructions. | My household needs to be able to use the pack on mornings when there’s time for porridge, as well as those when we need a quick bowl. For around 22% of consumers, finding a practical fit is the main concern. |
Common mistakes
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Relying on a fibre claim alone
A fibre claim doesn’t tell you how the sugars and other ingredients in that product compare with those in an alternative.
Compare similar breakfast cereals per 100 g for both fibre and sugars, then read the ingredients list.
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Comparing different serving sizes
Serving sizes can vary between manufacturers, so values per serving aren’t a consistent basis for comparing packs.
Use the nutrition information per 100 g to make your comparison.
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Overlooking the type of grain and allergens
Flakes, porridge oats and muesli can contain different grains and other ingredients. The brand name doesn’t tell you which allergens are in the variety you’ve chosen.
Check the ingredients and allergen information on the current packaging for each variety.
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Choosing a pack that doesn’t suit your routine
Buying a large stock-up is less practical if your household rarely eats that type of product or won’t finish the pack in time.
Choose a pack size to suit the number of people eating breakfast, and check the best-before date and storage instructions.
Food that goes unused can end up being wasted.
Brands to consider
Brinta
A brand to look at if you’re after a warm grain-based breakfast or porridge oats. Jumbo lists Brinta Volkoren graanontbijt (wholegrain cereal breakfast) in a 500 g pack; Albert Heijn describes Brinta Havermout as porridge oats.
- These varieties give you a starting point for a warm breakfast bowl.
- Compare the nutritional values and allergens for the exact variety; the brand name is no substitute for checking the label.
Kellogg's
A brand that includes Oaties Original Crunch, described by Albert Heijn as being made with wholegrain oats. It’s not the same product as bran flakes.
- The product name helps you compare a crunchy oat option more easily.
- The features of Oaties Original Crunch don’t necessarily apply to other Kellogg's products.
Albert Heijn
A supermarket where you can compare own-brand varieties, including AH Glutenvrij Vezelrijke Bran Flakes (gluten-free high-fibre bran flakes), as listed by Albert Heijn.
- The specific product name makes it clear which bran flakes variety to look for.
- Before buying, check the current ingredients, nutrition information and allergen information on the pack.
ALDI
A supermarket whose breakfast cereal range, as described by ALDI, includes porridge oats, a 7-grain breakfast cereal and Special Flakes.
- You can explore different product types to suit your morning routine.
- Check the nutritional information for your chosen product to assess its fibre and sugar content.
Lidl
A supermarket that, according to Lidl’s product listing, stocks Brinta Volkoren graanontbijt (wholegrain cereal breakfast), among other products.
- That listing gives you a specific warm breakfast option to look at.
- Check the current label and availability in your store before planning your weekly shop.
Breakfast cereals and muesli for different routines
This selection of Joybuy products includes porridge oats and cereal for a warm bowl, as well as crunchy muesli to enjoy with milk or yoghurt. Muesli and porridge oats aren’t bran flakes: start by choosing the type of product you want, then compare the labels.
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Holie's Crunchy Muesli Chocolate Chunks, 6 × 400 g
A crunchy muesli to consider if you’re looking for several packs to stock up for the week.
According to the product name, the bundle contains six 400 g packs. Check whether your household will use that quantity, and read the current label for nutrition and allergen information.
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Quaker Oatmeal, 600 g
An oat option if you’d rather have a warm bowl of porridge than crunchy flakes.
600 g pack. Consider the preparation time when making your choice, and check the current label for nutrition and allergen information.
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Holie's Crunchy Muesli Mixed Nuts, 400 g
A crunchy muesli to compare if you’re looking for a nut variety.
400 g pack. If you have a nut allergy, check the current allergen information. To compare fibre and sugars, check the nutritional values per 100 g.
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Brinta Whole Wheat Cereal Breakfast, 500 g
A wholegrain cereal breakfast to consider if a warm bowl fits your morning routine.
500 g pack. Check the preparation instructions and current label, especially if the type of grain or allergens are important to your choice.
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Quaker Cruesli 4 Nuts, 450 g
A crunchy muesli to compare if you’d like a nut variety for breakfast.
450 g pack. Check the current label to assess fibre and sugars together, and review the allergen information.
Frequently asked questions
How do I compare breakfast cereals with different serving sizes?
Compare similar breakfast cereals per 100 g rather than by serving alone. The Netherlands Nutrition Centre says this lets you compare fibre and sugars, among other things, on the same basis.
Is a fibre claim enough to help me choose a breakfast cereal?
No. A fibre claim doesn’t tell you whether the product as a whole suits your preferences. The European Commission classifies fibre claims as nutrition claims; also compare sugars per 100 g and read the ingredients.
What should I check if I need to avoid gluten or other allergens?
Check the ingredients and allergen information on the current packaging for the exact variety. The Netherlands Food and Consumer Product Safety Authority highlights the requirement to list allergens on the label; don’t rely on the brand name or a product you’ve bought before.
How do I choose a pack for the whole week?
Choose a pack size that suits the number of people eating breakfast and how often they’ll actually have this product. Also check the best-before date and storage instructions on the pack, especially if you’re buying a larger quantity.