Who is this relevant to?

Coffee drinkers keeping an eye on sugar

You want to know how much sugar a biscuit contains, so you compare the nutritional information per 100 g and per serving instead of relying solely on a claim on the front of the pack.

Guests who want a familiar biscuit

You’re looking for a biscuit that’s just right for a coffee break. As well as the sugar claim, you’ll consider the flavour, size and number of biscuits per serving.

Label readers checking ingredients

You check for allergens and the sweeteners used before serving biscuits to yourself or others. Ingredients can vary from one product to another.

What should you look for when choosing?

What to consider What to check when buying Who it matters to
Sugar content Compare ‘of which sugars’ per 100 g and per biscuit; check any claim about added sugar separately. If I want to serve biscuits with as little sugar as possible alongside coffee, I want to be able to compare the amount in the biscuit itself. For around 43% of consumers, reducing sugar would be the most important purchase criterion.
Flavour and serving size Check the type of biscuit and the weight per biscuit so you can compare serving sizes. For a coffee break, I want to choose a flavour and size that suit what I’m serving. Flavour and serving size would come first for around 29% of consumers.
Ingredients and nutritional information Check the allergens, sweeteners used and energy per 100 g and per serving. If I need to take allergens or certain sweeteners into account, I need to know the ingredients of the exact biscuit. For around 28% of consumers, this check would be the main factor in their choice.

Common mistakes

  • Reading ‘no added sugar’ as meaning no sugar

    Albert Heijn states that Verkade San Francisco zero contains 0% added sugar, but also 1.7 g of sugars per 100 g. The claim and the total sugar figure therefore answer different questions.

    Check the ‘of which sugars’ line on the label and compare products on the same basis, for example per 100 g.

  • Assuming a sugar claim means fewer calories

    Albert Heijn and Jumbo’s product information lists energy values of 401 to 465 kcal per 100 g for the biscuits discussed here. A sugar claim alone doesn’t tell you how much energy a serving provides.

    Also compare the energy per serving if it’s relevant to your choice.

  • Overlooking allergens and polyols

    Ingredients vary from biscuit to biscuit. The product pages discussed here list ingredients including wheat, milk, soya, egg and almond. Products containing polyols may also carry a warning that excessive consumption can have a laxative effect.

    Check the current packaging for the exact variant, especially if you’re buying biscuits for guests with an allergy.

  • Relying on outdated product information

    Albert Heijn notes that product information can change. This means an ingredients list you looked at earlier may differ from the packaging you buy.

    Check the product information just before buying and read the packaging when serving.

Brands to consider

Céréal

The range discussed includes biscuits made with sweeteners, including a speculoos-flavoured variant with pieces of almond.

  • Jumbo lists 0.4 g of sugars and 29 g of polyols per 100 g for Céréal Speculoos with almond.
  • The product information lists ingredients including almond, barley, egg, milk, soya and wheat. Check the packaging if allergens are a concern.

Albert Heijn

AH Digestive 0% sugar is a digestive biscuit for anyone who enjoys this style with their coffee.

  • Albert Heijn lists 0.3 g of sugars and 5.7 g of fibre per 100 g for this biscuit.
  • The same product information lists 465 kcal per 100 g and wheat as an ingredient. Check the current packaging.

Verkade

San Francisco zero is a biscuit with a claim about added sugar.

  • Albert Heijn lists this variant as containing 0% added sugar.
  • The product information also lists 1.7 g of sugars and 401 kcal per 100 g, maltitol and allergens including wheat, milk and soya.

Related Joybuy products

Related products coming soon.

Frequently asked questions

Does ‘no added sugar’ mean a biscuit contains no sugar?

No. Albert Heijn lists Verkade San Francisco zero as containing both 0% added sugar and 1.7 g of sugars per 100 g. To check the total amount, look at the ‘of which sugars’ line in the nutrition table.

Is a biscuit with little sugar also low in calories?

You can’t tell from the sugar content alone. Albert Heijn lists AH Digestive 0% sugar at 465 kcal per 100 g; Jumbo lists Céréal Speculoos with almond at 404 kcal per 100 g. Compare the energy and serving size of the biscuits you’re considering.

Why do biscuits sometimes carry a warning about a laxative effect?

Packaging for biscuits containing polyols may warn that excessive consumption can have a laxative effect. Check which sweeteners the exact variant contains, and pay attention to the warning and serving size on the label.

How should I store biscuits after opening?

Follow the storage instructions for the product in question. Albert Heijn recommends storing AH Digestive 0% sugar biscuits in a sealed tin after opening. For other biscuits, check their own packaging.