Shoppers who prioritise sugar content
You’re looking for a biscuit with a low stated sugar content per 100 g. Check which sweeteners or polyols are listed in the ingredients too.
Who might be interested in these biscuits?
Shoppers looking for a familiar treat
You might want a stroopwafel or chocolate biscuit, for example, and be looking for a lower-sugar version in that style. The final sugar content still matters, alongside the reduction claim.
Shoppers comparing the whole label
You consider energy, fibre, saturated fat, ingredients, allergens and portion size as well as sugars.
What should you look for when choosing?
First, compare similar types of biscuits per 100 g. Then check whether the ingredients and portion size suit the kind of biscuit break you have in mind.
| What to consider | What to check before buying | Who it matters to |
|---|---|---|
| As little sugar as possible | Check ‘of which sugars’ per 100 g and distinguish between the claims ‘low sugar’ and ‘sugar-free’. | If a low sugar content is my main requirement, I want to be able to compare the actual figures. This is the top priority for around 36% of consumers. |
| Nutrition and portion size | Compare energy, saturated fat and fibre per 100 g, then check the portion size too. | When choosing a biscuit for my break, I want to consider more than just the sugar content. Around 29% of consumers prioritise this broader comparison. |
| A familiar style of biscuit | Check what the ‘less sugar’ claim is compared with, and how much sugar remains per 100 g. | I’m mainly looking for the taste and style of a biscuit such as a stroopwafel, even if its sugar content isn’t the lowest. This is the top priority for around 21% of consumers. |
| Ingredients and allergens | Check the current packaging for sweeteners, polyols, allergens and any warnings. | If certain ingredients aren’t suitable for me, I need to know what’s in the biscuit before I eat it. This check is the top priority for around 14% of consumers. |
Common mistakes
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Reading ‘less sugar’ as ‘sugar-free’
Albert Heijn states that AH Roomboter minder suiker stroopwafels have 32% less sugar than its standard butter stroopwafels, but they still contain 23 g of sugars per 100 g. A reduction compared with another product doesn’t tell you how much sugar is left.
Check what the claim is being compared with, as well as the ‘of which sugars’ figure in the nutrition information. The Netherlands Nutrition Centre defines ‘sugar-free’ as no more than 0,5 g of sugars per 100 g.
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Assuming a low sugar content means fewer calories
Albert Heijn’s AH Digestive 0% suiker contains 465 kcal per 100 g, while Jumbo lists 427 kcal per 100 g for Céréal Choco Delight Puur. Sugar content alone doesn’t tell you the full nutritional picture.
Compare energy and saturated fat as well as sugars per 100 g, then check the portion you plan to eat.
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Overlooking sweeteners and polyols on the label
Some biscuits with low sugar content contain polyols. On the product page for Verkade San Francisco zero sold by Albert Heijn, there’s a warning that excessive consumption may have a laxative effect.
Check the ingredients list and warnings on the packaging, especially if you need to take your personal tolerance into account.
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Relying only on an online product page
Ingredients and allergen information can change. If you have an allergy, it’s important to check the packaging of the product you’re actually going to eat.
Check the current packaging again, even if you’ve bought the same biscuit before.
Brands compared
Albert Heijn
Within its own-brand range, a digestive biscuit and a butter stroopwafel show why ‘0% sugar’ and ‘less sugar’ answer different shopping needs.
- Albert Heijn lists 0,3 g of sugars and 5,7 g of fibre per 100 g for AH Digestive 0% suiker.
- According to Albert Heijn, AH Roomboter minder suiker stroopwafels contain 23 g of sugars and 11 g of saturated fat per 100 g, despite the stated sugar reduction.
Céréal
Choco Delight Puur is a chocolate biscuit worth comparing when sugar content, portion size and fibre all matter.
- Jumbo lists 0,5 g of sugars and 8,8 g of fibre per 100 g for Céréal Choco Delight Puur, and 45 kcal per 10,5 g biscuit.
- The same product information lists maltitol, sucralose and 427 kcal per 100 g. So, consider the low sugar content alongside the rest of the nutritional information.
Verkade
San Francisco zero is a tea-biscuit-style option for shoppers specifically looking for a product with no added sugar.
- Albert Heijn lists 1,7 g of sugars per 100 g for Verkade San Francisco zero.
- The product information lists maltitol, wheat, milk and soya, as well as a warning that excessive consumption may have a laxative effect.
Biscuits at Joybuy
Related products coming soon.
Frequently asked questions
What’s the difference between ‘low sugar’, ‘sugar-free’ and ‘no added sugar’?
These are different claims. According to the Netherlands Nutrition Centre, ‘low sugar’ means no more than 5 g of sugars per 100 g, while ‘sugar-free’ means no more than 0,5 g per 100 g. ‘No added sugar’ means that no sugars, or foods used for their sweetening properties, have been added. The product may still contain naturally occurring sugars.
Does a biscuit with less sugar also contain fewer calories?
Not necessarily: a reduction in sugar compared with another biscuit doesn’t, by itself, tell you the product’s total energy content. Compare energy, sugars and saturated fat per 100 g across similar biscuits, then check the portion size.
Why do some biscuits carry a warning about a laxative effect?
The warning relates to polyols used as ingredients. Albert Heijn includes it for Verkade San Francisco zero. Check the ingredients and instructions on the current packaging of the biscuit you choose.
What should I check if I have a food allergy?
Before eating, check the allergen information on the current packaging of the specific biscuit. Don’t rely solely on a previous purchase or an online product page, as the product’s ingredients may change.