Who are these options relevant to?

Label readers keeping an eye on sugar content

You compare the sugar content per 100 g and per portion. For products containing sweeteners, you also check the ingredients, polyols and energy content.

Fans of a familiar biscuit with less sugar

Perhaps you want to stick with a syrup waffle or spiced cake, and check which product the sugar reduction is compared with.

Shoppers looking for a snack to take with them

You’re looking for individually wrapped portions and checking whether the product is a biscuit, a breakfast cake bar or another type of biscuit product. ‘Reduced sugar’ doesn’t mean ‘sugar-free’.

What should you look for when choosing?

First decide what type of product you’re looking for and what sugar content you’re aiming for. Then compare the nutritional information on a like-for-like basis, preferably per 100 g, and check what’s in a portion.

What to consider What to check when buying Who it matters to
Sugar content Compare ‘of which sugars’ per 100 g and per portion. If the product contains sweeteners, check the energy content and ingredients too. I’m mainly looking for the lowest sugar figure and want to know what else is in the biscuit. For around 27% of consumers, sugar content is the main priority.
Less sugar in a familiar product Check which product the reduction is compared with and how much sugar remains. I prefer a syrup waffle or spiced cake, as long as the comparison is clear. This combination is the main consideration for around 33% of consumers.
Portions and taking snacks with you Check the number of individual portions and the nutritional information per portion; breakfast cake and gingerbread bites are different product types from biscuits. I want a biscuit product that’s easy to take with me, without losing sight of portion size. For around 27% of consumers, this practical use is the most important factor.
Polyols and allergens Check the ingredients, allergen information and any warnings about polyols on the current packaging. I want to know which sweeteners and allergens are in the product, even if the sugar content is low. For around 13% of consumers, this check is the top priority.

Common mistakes

  • Going by ‘sugar-free’ alone

    A low sugar content doesn’t, by itself, tell you anything about the energy content. Albert Heijn lists AH Digestive 0% Sugar at 465 kcal per 100 g; the product information for Céréal Chocolate Chip Cookie with no sugars lists 414 kcal per 100 g.

    Compare sugars and energy per 100 g, then check the nutritional information per portion.

  • Reading ‘reduced sugar’ as ‘sugar-free’

    According to Albert Heijn, Roomboter Reduced-Sugar Syrup Waffles contain 32% less sugar than AH Roomboter Syrup Waffles, but still have 23 g of sugars per 100 g.

    Check both the product named for comparison and the ‘of which sugars’ figure in the nutrition table.

  • Overlooking warnings and allergens

    According to the product information for Céréal Chocolate Chip Cookie with no sugars, this product contains 26 g of polyols per 100 g. The product information reviewed also lists allergens; a sugar claim doesn’t replace checking for them.

    When you buy, read the full ingredients list, allergen information and any warnings on the packaging.

Brands and own-label options to consider

Albert Heijn

The own-label range includes both a Digestive biscuit variant labelled ‘0% sugar’ and syrup waffles labelled ‘reduced sugar’ in the product information discussed here.

  • According to Albert Heijn, AH Digestive 0% Sugar contains 0.3 g of sugars per 100 g. The Roomboter Reduced-Sugar Syrup Waffles state a 32% reduction compared with AH Roomboter Syrup Waffles.
  • The Digestive variant carries a warning about a possible laxative effect if consumed in excess. Compare the nutritional information for each product separately.

Céréal

The biscuit products discussed include a Chocolate Chip Cookie with no sugars and a Choco Delight Dark with a comparative sugar claim.

  • Albert Heijn’s product information lists 0 g of sugars per 100 g for the Chocolate Chip Cookie. Jumbo’s product information states that Choco Delight Dark contains 96% less sugar than a standard biscuit.
  • The Chocolate Chip Cookie also contains 26 g of polyols per 100 g. Check the ingredients, allergens and basis of the sugar claim for each product.

Jumbo

The own-label product discussed is a reduced-sugar breakfast cake bar, not a crisp biscuit.

  • According to Jumbo, Ontbijtkoek Minder Suiker 6 Stuks contains 30% less sugar than Jumbo plain breakfast cake bars, and the pack contains six bars.
  • Jumbo lists 22.7 g of sugars per 100 g for this variant. The relative reduction doesn’t make the bar sugar-free.

ALDI

ALDI describes Goud Gebakken Gingerbread Bites as available in a reduced-sugar variant.

  • According to ALDI, the pack discussed contains six individually wrapped gingerbread bites, and the reduced-sugar variant states a 30% reduction.
  • Check the current packaging for sugar content per 100 g, ingredients and allergens before comparing these gingerbread bites with other products.

Related products on Joybuy

Related products coming soon.

Frequently asked questions

Does ‘reduced sugar’ mean a biscuit contains little sugar?

No, the reduction is compared with a specific product. According to Albert Heijn, AH Roomboter Reduced-Sugar Syrup Waffles contain 32% less sugar than AH Roomboter Syrup Waffles, but still have 23 g of sugars per 100 g. So be sure to check the nutrition table too.

Are biscuits with no sugars automatically low in energy?

No. Albert Heijn lists AH Digestive 0% Sugar at 0.3 g of sugars and 465 kcal per 100 g; the product information for Céréal Chocolate Chip Cookie with no sugars lists 0 g of sugars and 414 kcal per 100 g. Compare sugars, energy and portion size separately.

Why does the packaging sometimes warn of a laxative effect?

This warning may be linked to added polyols. The Netherlands Nutrition Centre states that foods containing more than 10% added polyols carry the warning ‘excessive consumption may produce laxative effects’. If a product contains polyols, check the current packaging and pay attention to portion size.

Should I check the allergens again if I buy the same biscuit regularly?

Yes, check the allergen information on the packaging again each time you buy it. Albert Heijn points out that product information can change. What’s more, a claim such as ‘reduced sugar’ or ‘with no sugars’ says nothing about the presence of allergens.