Who might this choice be relevant to?

If you’re looking for a biscuit with a low stated sugar content

You want a crunchy biscuit and mainly compare the sugar content on the label. Also check the energy per portion and the sweeteners used: the sugar value doesn’t tell the whole story.

If you’re considering a different type of snack

As well as biscuits, you’re open to a slice of breakfast cake. Compare portion size, fibre and total sugars, but bear in mind that soft breakfast cake isn’t a crunchy biscuit.

If you need to check ingredients carefully

Your choice may depend on ingredients such as grains, milk, soya, possible traces of allergens or polyols. Check the ingredients and allergen information for the specific product before buying; a sugar claim won’t tell you about these.

What should you look for when choosing?

First decide which feature matters most for your mid-morning break. Then use the nutrition information and ingredients list to compare products on the same portion basis.

What to consider What to check before buying Who it’s most relevant to
Total sugars Read ‘of which sugars’ per 100 g and work out how much that is for the portion you plan to eat; don’t rely on a claim on the front of the pack. If my main priority is to have as few stated sugars as possible, I compare biscuits on the same basis. Around 36% of consumers prioritise this.
Portion and energy Check the weight of each biscuit or slice and the energy per portion; don’t compare a value per 100 g with a value per portion. For a regular mid-morning break, I want to know what my usual amount provides, not just what’s stated on the front of the pack. Around 29% of consumers prioritise portion size.
Fibre and product type Compare fibre per 100 g and per portion, and decide whether you want a biscuit or a slice of breakfast cake. If I’d rather take breakfast cake than a small, crunchy biscuit, I also look at the fibre and the size of a slice. This matters most to around 21% of consumers.
Ingredients and allergens Read the allergen information, ingredients and any warnings about polyols on the specific product. If I need to avoid certain ingredients, a suitable sugar value alone can’t determine my choice. Around 14% of consumers prioritise these checks.

Common mistakes

  • Assuming ‘less sugar’ means ‘low in energy’

    The biscuit products Albert Heijn lists for Céréal, AH and Verkade contain 414, 465 and 401 kcal per 100 g respectively. Their sugar values therefore don’t tell you how much energy your planned portion contains.

    Compare both sugars and energy per 100 g, and think about how many biscuits you actually plan to have as a snack.

  • Confusing ‘no added sugars’ with sugar-free

    A product with no added sugars can still contain sugars. Jumbo states that Peijnenburg wholemeal breakfast cake with no added sugars contains 4,9 g sugars per 100 g.

    Alongside the claim, read the ‘of which sugars’ line and compare products on the same basis.

  • Overlooking polyols and warnings

    The product information cited for biscuits and breakfast cake with little or no added sugars mentions polyols and warns that excessive consumption may have a laxative effect.

    Check the ingredients and the warning on the packaging if you want to avoid polyols or are considering having more than one portion.

  • Checking allergens only after you’ve bought it

    A sugar claim says nothing about whether a product is suitable for someone with an allergy. The products mentioned differ in their declarations of wheat, oats, rye, milk and soya.

    Before buying, check the ingredients, allergens and any ‘may contain’ statement for the variety you’ve chosen.

Brands and product ranges to consider

Albert Heijn

AH Digestive 0% suiker is a biscuit, while AH Ontbijtkoek zero is a different type of product. Bear this distinction in mind if you’re looking for a crunchy biscuit.

  • According to Albert Heijn, AH Digestive 0% suiker contains 0,3 g sugars per 100 g; AH Ontbijtkoek zero contains 4,9 g sugars per 100 g.
  • AH Digestive contains wheat and polyols. Check the ingredients and the warning about excessive consumption for this biscuit.

Céréal

Chocolate chip cookie zonder suikers is a biscuit for anyone who wants to compare the stated sugar content.

  • The product information from Albert Heijn states that this cookie contains 0 g sugars per 100 g.
  • The same variety contains 414 kcal and 26 g polyols per 100 g. Also check the allergens and the warning about excessive consumption.

Verkade

San Francisco zero is a crunchy biscuit for anyone who wants to check the nutrition information per biscuit.

  • The product information from Albert Heijn states that it contains 1,7 g sugars per 100 g and around 8,6 g per biscuit.
  • The ingredients include maltitols; the allergen information lists cereals containing gluten, milk and soya.

Peijnenburg

Wholemeal breakfast cake with no added sugars offers a soft, pre-sliced alternative to a biscuit.

  • Jumbo states that this variety contains 17 g fibre and 4,9 g sugars per 100 g; a 28 g slice contains 66 kcal.
  • This breakfast cake contains rye and xylitol. Check the warnings about excessive consumption and keep the product out of reach of animals.

Jumbo

Jumbo’s breakfast cake range includes varieties with no added sugars and products labelled ‘less sugar’.

  • For a specific variety, you can compare the ingredients, portion size and nutrition information.
  • A category or product name is no substitute for checking the nutrition information for the variety you’re buying.

Related Joybuy products

Related products coming soon.

Frequently asked questions

Does ‘no added sugars’ mean there’s no sugar in the product?

No, a product with no added sugars may still contain naturally occurring sugars. Jumbo states that Peijnenburg wholemeal breakfast cake with no added sugars contains 4,9 g sugars per 100 g, so also check the ‘of which sugars’ line in the nutrition table.

Is a ‘zero’ biscuit automatically low in calories?

No, a sugar claim doesn’t tell you how much energy a biscuit provides. The product information from Albert Heijn states that Verkade San Francisco zero contains 401 kcal per 100 g; check how much you plan to have as a portion.

Why do some packs carry a warning about excessive consumption?

The products mentioned that contain polyols state that excessive consumption may have a laxative effect. Read the ingredients and warning for the specific variety, especially if you plan to have more than one portion or want to avoid polyols.

Can I rely on a sugar claim if I have a food allergy?

No, a sugar claim doesn’t tell you which allergens a product contains or may contain. Check the ingredients and allergen information on the current packaging before choosing a variety.