Who are these choices relevant to?

The careful sugar comparer

Wants the lowest possible stated sugar content for coffee time, so checks the nutrition information per 100 g and per portion rather than relying on words such as ‘zero’.

The thoughtful host looking to cut down on sugar

Wants to serve a familiar treat with coffee, but looks for a product whose sugar claim makes a clear comparison with a standard alternative.

The ingredients and allergen checker

Looks beyond sugars to sweeteners and allergens. A plate of biscuits won’t automatically suit every guest, especially when their dietary requirements or allergies differ.

What should you look for when choosing?

First decide whether your priority is the amount of sugar, a familiar treat or finding something suitable for your guests. Then compare the exact products on the packaging; a claim on the front doesn’t replace the nutrition information.

What to consider What should you check? Who does this matter most to?
Amount of sugars Compare ‘of which sugars’ per 100 g and per biscuit or portion. Check separately which sweeteners are listed in the ingredients. If I mainly want to serve very little sugar, I want to know how much is in the portion on the table. For around 40% of consumers, the lowest possible stated sugar content comes first.
A familiar treat with less sugar Check what the ‘less sugar’ claim is being compared with, then look at the remaining amount of sugars in the nutrition table. When friends come round, I like to offer a familiar biscuit with coffee without mistaking a relative claim for ‘sugar-free’. Around 30% of consumers prioritise this combination of familiarity and reduced sugar.
Ingredients and allergens Check the allergens in the exact product, the sweeteners used and any warnings on the packaging. When friends have different allergies or preferences, I want to be able to find out who can have which product. For around 30% of consumers, suitability is the top priority.

Common mistakes

  • Taking ‘less sugar’ to mean ‘sugar-free’

    ‘Less sugar’ compares one product with another; the product may still contain sugars. For example, Albert Heijn states that its butter stroopwafels with 32% less sugar contain 23 g of sugars per 100 g.

    Use the claim as a starting point, then compare the ‘of which sugars’ figure per 100 g and per portion.

  • Looking only at the sugar content

    A low stated sugar content doesn’t tell you the full nutritional story. Albert Heijn states that AH Digestive 0% sugar contains 465 kcal per 100 g as well as 0,3 g of sugars.

    Also check energy, fat and saturated fat, fibre and salt, and consider the portion size. The Voedingscentrum advises you not to rely only on the front of the pack.

  • Overlooking sweeteners when serving

    Some sugar-free biscuits contain polyols. For AH Digestive 0% sugar, Albert Heijn includes a warning that excessive consumption may have a laxative effect.

    Let guests check the ingredients and any warnings on the packaging, particularly if you’re serving several types of biscuit.

  • Assuming one sugar-conscious option will suit everyone

    A sugar claim tells you nothing about allergens. For Céréal Speculoos with almond, Jumbo lists ingredients including almonds, barley, egg, milk, soya and wheat.

    If necessary, ask about allergies in advance and check the allergen information for the exact product you’re buying.

Brands and ranges to consider

Céréal

Sugar-free biscuit options, including coconut and speculoos with almond.

  • Jumbo states that Céréal Coconut contains 0 g of sugars per 100 g.
  • The products reviewed use maltitols. Check the allergens for each product; the speculoos and almond variety contains ingredients including almonds, milk, egg, soya, barley and wheat.

Albert Heijn (huismerk)

Individual options across biscuits, stroopwafels and breakfast cake, with different sugar claims.

  • Albert Heijn states that AH Digestive 0% sugar contains 0,3 g of sugars per 100 g; according to the retailer, its reduced-sugar butter stroopwafel contains 32% less sugar than the standard AH version.
  • AH Digestive 0% sugar also contains 465 kcal per 100 g and includes polyols. The reduced-sugar stroopwafel still contains 23 g of sugars per 100 g.

Jumbo (assortiment en huismerk)

A range that includes both sugar-free products and products with a relative less-sugar claim.

  • The ‘sugar-conscious’ category is a useful starting point for browsing different types of product.
  • The category label doesn’t tell you how much sugar an individual product contains. Compare the nutrition information for the exact product.

ALDI (Koek & Bakker / Goud Gebakken)

Koek & Bakker’s zero breakfast cake and Goud Gebakken gingerbread bites in a reduced-sugar variety.

  • ALDI describes its sliced zero breakfast cake as having no added sugars and offers gingerbread bites with a less-sugar claim.
  • Breakfast cake and gingerbread bites aren’t the same as biscuits. For comparison, check the nutrition information, ingredients and allergens on the packaging.

Lotus Biscoff

Lotus Bakeries presents Original Speculoos as a biscuit to enjoy with coffee.

  • A classic alternative for when not every guest is looking for a lower-sugar biscuit.
  • Being marketed as a coffee biscuit doesn’t mean it has a sugar-reduction claim. Don’t compare it as a lower-sugar biscuit without checking the nutrition information.

Products for coffee time

This selection includes biscuit bars and breakfast cake that you could serve as a treat with coffee. They’re different types of product, so check the sugar claim and nutrition information for each one separately.

g'woon Cookie Bars Less Sugar, pack of 6

g'woon Cookie Bars Less Sugar, pack of 6

Biscuit bars are a good option if you want to put out individual treats with coffee. The pack contains 6 bars; for the ‘Less Sugar’ claim, check what it’s being compared with and how much sugar each bar contains.

View at Joybuy
Snelle Jelle Breakfast Cake Less Sugar-Free, 250 g

Snelle Jelle Breakfast Cake Less Sugar-Free, 250 g

This breakfast cake is a different kind of treat from a biscuit. The product is listed as 250 g; check the packaging to see exactly what the sugar claim is being compared with and what quantity the nutrition information applies to. Also check the allergens before serving it to guests.

View at Joybuy

Frequently asked questions

Does ‘less sugar’ mean a biscuit is sugar-free?

No. ‘Less sugar’ compares the amount with that in another product. Albert Heijn states that its butter stroopwafels with 32% less sugar still contain 23 g of sugars per 100 g. So check both the comparison and the ‘of which sugars’ figure.

What does ‘0% sugar’ tell you about the rest of the nutritional value?

A statement about sugars doesn’t describe the full nutritional value. Albert Heijn states that AH Digestive 0% sugar contains 0,3 g of sugars, 465 kcal and 20 g of fat per 100 g. The Voedingscentrum advises checking the nutrition table and ingredients too.

Why does the packaging sometimes warn of a laxative effect?

This warning may be linked to polyols used as sweeteners. For AH Digestive 0% sugar, Albert Heijn states that excessive consumption may have a laxative effect. Check the ingredients and warnings for the product you choose, particularly if you’re serving several portions.

How should I choose biscuits if my friends have allergies?

Check the current allergen information for each exact product and, if necessary, ask your guests in advance what they need to avoid. For Céréal Speculoos with almond, Jumbo lists ingredients including almonds, barley, egg, milk, soya and wheat; a claim about sugars tells you nothing about these ingredients.