The brunch host putting fibre first
You want to choose flakes based on their nutritional value per 100 g, rather than relying solely on the wording on the front of the pack.
Who is this choice relevant to?
The host welcoming gluten-free guests
You’re looking for an explicitly gluten-free option and will also check the allergen information on the current packaging.
The planner of a mixed brunch
You want to serve breakfast flakes alongside other brunch dishes without overlooking sugars or allergens when choosing them.
What should you look for?
First compare the fibre per 100 g, then consider which sugars, ingredients and allergens matter to your guests. According to the European Commission’s Joint Research Centre, the ‘high fibre’ nutrition claim requires at least 6 g of fibre per 100 g or 3 g per 100 kcal. On its own, this claim tells you nothing about the rest of the nutritional information.
| What to consider | What to check when buying | Who is this most important for? |
|---|---|---|
| Fibre content | Check the amount of fibre per 100 g in the nutrition table. | I want to choose flakes with a fibre content that’s easy to compare. Around 40% of consumers make fibre content their top priority. |
| Sugars and salt | For similar flakes, compare ‘of which sugars’ and salt per 100 g. | For my brunch, I don’t want to focus on fibre alone; I also want to consider what the flakes contain. Around 30% of consumers put sugars and salt first. |
| Gluten and allergens | Check the ingredients and allergen information on the current packaging, even if the product is labelled gluten-free. | If a guest needs to avoid certain ingredients, that determines which flakes I can serve. For around 20% of consumers, suitability for that guest is the first requirement. |
| Brunch planning | Check that your chosen product is available and decide how you want to serve it. | I want to know in advance whether I can get my chosen breakfast cereal and serve it as planned. Around 10% of consumers put this practical consideration first. |
Common mistakes
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Relying solely on ‘high fibre’ or ‘wholegrain’
Breakfast cereals can also vary in their sugar and salt content. So, a high-fibre option isn’t automatically the one with the least sugar.
Compare similar flakes per 100 g, and check ‘of which sugars’, salt and the ingredients list as well as the fibre content.
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Assuming gluten-free means free from all allergens
AH Glutenvrij Vezelrijke bran flakes is described as gluten-free, but Albert Heijn also states that the product may contain milk, lactose, almonds and hazelnuts.
Check the current label for every guest concerned, including any ‘may contain’ statements.
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Planning your brunch around a single product
Albert Heijn lists AH Branflakes as containing 17 g of fibre per 100 g, but also marks the product as ‘discontinued’.
Check availability before you shop and, if necessary, choose another product in advance whose nutritional information you can compare.
Brands to consider
Albert Heijn
Offers separate regular and gluten-free bran flakes options.
- Albert Heijn lists 15 g of fibre per 100 g for AH Bran flakes volkoren and 12 g per 100 g for AH Glutenvrij Vezelrijke bran flakes.
- The regular option contains wheat and barley. The gluten-free option may contain milk, lactose, almonds and hazelnuts.
Kellogg's
All-Bran Fruit 'n Fibre combines wheat flakes with fruit.
- Albert Heijn lists 8.8 g of fibre per 100 g for this product.
- The same product information lists 23 g of sugars and 1.1 g of salt per 100 g, as well as wheat and barley.
Brinta
A wholegrain cereal breakfast to consider as an alternative to flakes.
- ALDI Netherlands includes Brinta Volkoren graanontbijt in its breakfast cereal range.
- If you’re choosing based on fibre, check the nutritional information for the specific Brinta product on its packaging.
Golden Bridge
A supermarket own brand offering, among other things, a 7-grain wholegrain breakfast cereal and various types of breakfast cereal.
- ALDI Netherlands describes its 7-grain option as a wholegrain breakfast cereal.
- Check the nutritional information for each product you choose; muesli and flakes are not necessarily the same type of product.
Lidl
Offers a 7-grain breakfast cereal made with wholegrains as a possible breakfast option.
- Lidl Netherlands describes a 300 g pack.
- Check the nutritional information on your chosen pack before comparing this breakfast cereal with flakes for fibre content.
Breakfast cereals on Joybuy
These Brinta products are options if you’re considering serving a warm bowl of breakfast cereal alongside breakfast flakes at your Easter brunch. Before choosing, compare the nutritional and allergen information on the specific pack.
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Brinta Oatmeal 450 g
An option if you’d also like to serve a warm bowl of breakfast cereal at your Easter brunch. If any guests avoid gluten, check whether this product is suitable for them, and compare the nutritional information per 100 g on the pack.
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Brinta Whole Wheat Cereal Breakfast 500 g
An option if you’re looking for a wholewheat cereal for a warm brunch bowl. This isn’t suitable for guests who need to avoid gluten; also check the current pack for other allergens and nutritional information.
Frequently asked questions
When can breakfast flakes be labelled ‘high fibre’?
For the ‘high fibre’ nutrition claim, the European Commission’s Joint Research Centre sets a threshold of at least 6 g of fibre per 100 g or 3 g per 100 kcal. When comparing flakes, use the same nutritional basis and assess sugars and other ingredients separately.
How do I compare high-fibre flakes in the shop?
Compare similar flakes per 100 g. The Netherlands Nutrition Centre recommends looking at sugars as well as fibre; for your brunch choice, also check the salt content and ingredients list.
Are gluten-free bran flakes suitable for every guest with an allergy?
No. A gluten-free label doesn’t mean a product is free from other allergens. For AH Glutenvrij Vezelrijke bran flakes, Albert Heijn states that it may contain milk, lactose, almonds and hazelnuts; check the current pack for the guest concerned.
How should I serve breakfast flakes at an Easter brunch?
Serve the flakes separately from milk, yoghurt, quark or a plant-based alternative, so guests can combine them as they like. Check the pack of your chosen product for storage and preparation instructions.