Who is this relevant to?

Shoppers who check sugar claims carefully

You want to know whether a breakfast cake meets your own limit for sugars. You distinguish between ‘sugar-free’ and ‘no added sugars’, and check the nutritional values per 100 g.

Breakfast lovers who consider wholegrain and fibre

You’re looking for breakfast cake for a quick breakfast or snack, and comparing the wholegrain content and fibre without assuming that this means a product is sugar-free.

Anyone planning a barbecue or a day out

You want to portion breakfast cake in advance or take it with you, so you check whether the slices or bars are individually wrapped.

What should you look for when choosing?

When choosing breakfast cake for a quick breakfast or summer barbecue, first decide which sugar claim suits your needs. Then compare the nutritional information and packaging.

What to consider What to check before buying Who it matters to
What the sugar claim means Check the ‘of which sugars’ value per 100 g. Under the EU regulation on nutrition claims, ‘sugar-free’ means no more than 0.5 g of sugars per 100 g; ‘no added sugars’ is a different claim. If I have a strict limit for sugar, I don’t want to rely on ‘zero’ on the front of the pack alone. Around 33% of consumers put the meaning of the sugar claim first.
Portions to take with you Check whether the breakfast cake is sliced or individually wrapped, and how many slices or bars are included. When preparing for a barbecue, I want to be able to take portions with me without having to slice a whole cake first; around 27% of consumers prioritise this type of packaging.
Wholegrain and fibre Compare the ingredients and fibre per 100 g, and check separately how much sugar the product contains. For a quick breakfast, I want to consider wholegrain and fibre, but I don’t see them as proof that a product is ‘sugar-free’. This is the most important consideration for around 27% of consumers.
Range and pack size Check which variety and pack size the shop offers, and read the claim on the product you choose. When doing my regular supermarket shop, I want to be able to choose a suitable size without confusing ‘less sugar’ with ‘sugar-free’; around 13% of consumers prioritise this choice.

Common mistakes

  • Assuming ‘zero’ or ‘no added sugars’ means ‘sugar-free’

    The EU regulation on nutrition claims sets a limit of no more than 0.5 g of sugars per 100 g for a product to be called ‘sugar-free’. Joybuy lists 4.9 g of sugars per 100 g for Peijnenburg Wholegrain, no added sugars, sliced, so this variety is not sugar-free under that definition.

    Compare the claim with the ‘of which sugars’ value per 100 g on the packaging. Don’t assume that ‘less sugar’ means a specific amount of sugars either.

  • Overlooking the sweetener and warning

    The listed Peijnenburg Wholegrain variety contains xylitol and carries a warning that excessive consumption may have a laxative effect. PLUS also warns that xylitol is not suitable for animals in its listing for Peijnenburg Original, no added sugars.

    Check the ingredients and warnings for the variety you choose. Keep products containing xylitol out of pets’ reach. According to PLUS’s warning, contact a vet immediately if an animal has eaten any.

  • Assuming all breakfast cakes contain iodised baker’s salt

    The agreement on baker’s salt, published in the Government Gazette in 2008, sets out arrangements for using iodised baker’s salt. It doesn’t tell you which salt is used in a particular breakfast cake.

    Don’t assume a particular iodine content when making your choice. If the type of salt used is important to you, check the product-specific information.

Brands to consider

Peijnenburg

Peijnenburg offers sliced breakfast cake with no added sugars, as well as individually wrapped slices. Check the nutritional information for each variety.

  • Joybuy lists 17 g of fibre per 100 g for the 345 g Wholegrain variety.
  • That same variety contains 4.9 g of sugars per 100 g and xylitol; the packaging warns that excessive consumption may have a laxative effect.

Albert Heijn

Albert Heijn lists AH Zero sliced breakfast cake and individually wrapped Peijnenburg Zero slices in its range.

  • Sliced breakfast cake and individually wrapped slices offer different ways to portion it out.
  • Check the current packaging for the variety you choose: ‘zero’ in the product name doesn’t tell you how much sugar it contains per 100 g.

Jumbo

Jumbo lists its own Less Sugar Breakfast Cake in a pack of six weighing 300 g, alongside Peijnenburg varieties.

  • The number of pieces and pack weight can help you choose a size to take with you.
  • ‘Less sugar’ doesn’t automatically mean ‘no added sugars’ or ‘sugar-free’; compare the nutritional information for each product.

Lidl

Lidl lists 485 g Zero Breakfast Cake and breakfast cake bars in a lower-sugar variety.

  • A whole breakfast cake and bars offer different packaging options for home or on the go.
  • Don’t consider a Zero variety sugar-free until you’ve checked the ‘of which sugars’ value per 100 g on the label.

Breakfast cake on Joybuy

Related products will be available soon.

Frequently asked questions

Is breakfast cake with no added sugars also sugar-free?

No, that doesn’t follow from the claim. Under the EU regulation on nutrition claims, a product can be called ‘sugar-free’ if it contains no more than 0.5 g of sugars per 100 g. Joybuy lists 4.9 g of sugars per 100 g for Peijnenburg Wholegrain, no added sugars, sliced.

What should I look out for in breakfast cake containing xylitol?

Read the warning on the packaging you choose and be mindful of portion size. The Peijnenburg Wholegrain variety listed by Joybuy contains xylitol and warns that excessive consumption may have a laxative effect.

Does breakfast cake always contain iodised baker’s salt?

You can’t assume that for an individual breakfast cake. The agreement published in the Government Gazette in 2008 covers arrangements for baker’s salt, not the ingredients or iodine content of every product. So, if this matters to your choice, check the product-specific information.

Can my dog have breakfast cake containing xylitol?

Don’t give your dog a product containing xylitol. PLUS warns that xylitol is not suitable for animals in its listing for Peijnenburg Original, no added sugars, and advises contacting a vet immediately if an animal has eaten any.