Who is this relevant for?

Shoppers keeping an eye on sugar

You want to limit added sugar, but you don’t assume that ‘zero’ means there are no sugars at all. Compare the claim with the ingredients list and the ‘of which sugars’ figure in the nutrition table.

Shoppers looking for fibre

You’re looking for breakfast cake to enjoy in the morning or as a snack, and want to compare the fibre content. The Netherlands Nutrition Centre lists 5.1 g of fibre per 30 g slice of breakfast cake with no added sugar. Check the label of the exact variant you’re considering.

Shoppers taking breakfast cake with them

You want an individual portion for the journey or your lunchbox. Compare a large sliced cake with individually wrapped slices in terms of pack contents, portion size and ingredients.

What should you look for when choosing?

Start with the sugar claim and the nutritional information for the exact breakfast cake. Then compare fibre, sweeteners and which type of packaging best suits how you’ll use it.

What to consider What should you check? Who is this important for?
Sugar claim and sugars Read the exact claim and compare ‘of which sugars’ per 100 g and per serving. If I want to avoid added sugar, I also want to know how much sugar is in my slice. Around 36% of consumers say this is their top priority.
Fibre and wholemeal Compare fibre per serving and check whether the variant you’ve chosen is labelled wholemeal. For my morning snack, I mainly want a breakfast cake with a fibre content that suits my preferences. For around 29% of consumers, fibre and wholemeal are the most important factors.
Sweeteners Read the ingredients list, looking for ingredients such as xylitol, and check for any warnings on the label. If I’m keeping an eye on polyols, I want to know which sweeteners the cake contains before buying it. Checking sweeteners is the top priority for around 21% of consumers.
Portion and packaging Compare the weight per slice and choose between a sliced cake and individually wrapped portions. If I take breakfast cake with me, I want packaging that suits the number of portions I use. For around 14% of consumers, convenience comes first.

Common mistakes

  • Assuming ‘zero’ means no sugars

    According to EUR-Lex, the EU conditions for the ‘no added sugars’ claim relate to what has been added to give a sweet taste. The claim does not automatically mean that the breakfast cake contains no sugars.

    Check the packaging for the ‘of which sugars’ amount per 100 g and per serving.

  • Looking only for ‘wholemeal’

    A wholemeal label doesn’t tell you how much sugar or fibre the exact variant contains per serving, or which sweeteners have been used.

    Compare the nutrition tables and ingredients lists for the variants you’re considering.

  • Overlooking sweeteners

    Peijnenburg lists xylitol as an ingredient in its plain breakfast cake with no added sugars. The Netherlands Nutrition Centre says that products containing more than 10% added polyols carry a warning about a possible laxative effect if consumed in excess.

    Read the ingredients and any warnings for the variant you choose, especially if you’re keeping an eye on polyols.

Brands to compare

Peijnenburg

Worth comparing if you’re looking for plain and wholemeal breakfast cake with no added sugars.

  • Peijnenburg lists ingredients including rye flour, chicory root fibre and xylitol for one plain variant. The brand describes part of its range as 100% wholemeal.
  • Check the ingredients and nutritional information on the specific pack. The plain and wholemeal variants are different products.

Albert Heijn

Worth comparing if you want to compare a sliced own-brand breakfast cake with a spiced cake bar for on the go.

  • Albert Heijn lists AH Ontbijtkoek zero gesneden and AH Kruidkoekreep zero 5-pack as separate products.
  • A spiced cake bar is a different product format from sliced breakfast cake. Check the current ingredients and nutritional information for each product.

Jumbo

Worth comparing if you want to weigh up own-brand breakfast cake with less sugar against Peijnenburg variants with no added sugars.

  • Jumbo lists sliced and individually wrapped Peijnenburg variants, among other options, so you can compare the packaging too.
  • ‘Less sugar’ and ‘no added sugars’ are different claims. Read the claim and nutritional information for the product you choose.

Lidl

Worth considering if you’d like to look for Ontbijtkoek zero while doing your shopping.

  • Lidl lists Ontbijtkoek zero as a 485 g in-store product.
  • Check the packaging in store and confirm that this variant is currently available.

Breakfast cake at Joybuy

Related products coming soon.

Frequently asked questions

Does ‘no added sugars’ mean that breakfast cake contains no sugars?

No. The claim doesn’t mean that the total sugar content is zero. Under the EU conditions listed on EUR-Lex, no mono- or disaccharides, or other foods used for their sweetening properties, may be added for this claim. The ‘of which sugars’ figure shows how much sugar the product contains.

Why should I check for sweeteners in breakfast cake with no added sugars?

This shows you which ingredients have been used to give it a sweet taste. Peijnenburg, for example, lists xylitol in its plain variant. Check the label of the cake you choose for any warnings too.

What does research into acrylamide tell me about the breakfast cake I buy?

The research doesn’t establish the acrylamide content of any specific pack. The Netherlands Food and Consumer Product Safety Authority reported that, in its 2025 sampling, levels in 34% of the 85 breakfast cake products tested were above the reference values. You can’t attribute that result to an individual product sold in shops.