Who this choice matters to

Organic-conscious shopper keeping an eye on sugar

You want to be able to check the organic label on the packaging, but you don’t assume that this automatically makes breakfast cake a low-sugar choice.

Shopper avoiding added sugars

You’re looking for breakfast cake with no added sugars, and you also compare the sugars it contains, sweeteners and usage warnings.

Shopper weighing up wholegrain and fibre

As well as sugar, you consider wholegrain rye and fibre. That’s why you check the exact variety rather than relying on the brand name or wording on the front of the pack.

What should you look for?

First decide whether organic is a must-have for you. Then compare the sugars per 100 g and, for varieties with no added sugars, check the ingredients and warnings too.

What to consider What to check when buying Who it matters to
Organic origin Check for the EU organic logo and organic labelling on the packaging. If I want to buy organic, I want to be able to recognise it on the pack without losing sight of the sugar figures. For around 36% of consumers, organic origin is the main consideration.
Sugars Compare the claim on the front with ‘of which sugars’ per 100 g and per portion. I want to limit added sugars, but I don’t assume that breakfast cake with no added sugars contains no sugars at all. Around 29% of consumers prioritise this balance when it comes to sugar.
Wholegrain and fibre Check whether the exact variety contains wholemeal flour and compare the fibre per 100 g. For my breakfast, I want to consider wholegrain rye and fibre alongside the amount of sugars. This combination is a priority for around 21% of consumers.
Ingredients and warnings Check which sweeteners and allergens are listed, and what warnings apply. When a variety contains sweeteners, I want to know which ingredients it contains and what the packaging says about use. This is the most important consideration for around 14% of consumers.

Common mistakes

  • Confusing organic with low sugar

    An organic certification says nothing about the amount of sugar. According to Albert Heijn, AH Biologisch Ontbijtkoek naturel ongesneden contains 41 g of sugars and 39 g of added sugars per 100 g.

    Check the organic label, then look at the nutrition information for the exact variety too.

  • Reading ‘no added sugars’ as ‘sugar-free’

    Breakfast cake can still contain sugars even when none have been added. Jumbo lists 4.9 g of sugars per 100 g for Peijnenburg ontbijtkoek volkoren zonder toegevoegde suikers.

    Compare ‘of which sugars’ per 100 g, and remember to take portion size into account when comparing per slice.

  • Overlooking sweeteners and warnings

    The product information for the Peijnenburg and AH Zero varieties mentioned lists xylitol and warns that excessive consumption may have a laxative effect.

    Read the ingredients list and the warning on the packaging, even if the sugar claim matches what you’re looking for.

  • Relying only on previous product information

    Ingredients and nutritional values can change. This is particularly important if an organic label, an allergen or a specific sweetener affects your choice.

    Check the packaging of the variety you’re actually buying.

Brands and retailers to explore

Albert Heijn / AH Biologisch

The AH Biologisch range is worth considering if organic labelling is your priority.

  • For AH Biologisch Ontbijtkoek naturel ongesneden, Albert Heijn lists the EU organic logo and a Skal reference.
  • The same variety contains 41 g of sugars and 39 g of added sugars per 100 g.

Peijnenburg

The wholegrain breakfast cake with no added sugars is worth considering if you also want to compare wholegrain content and fibre.

  • For the wholegrain variety, Jumbo lists 4.9 g of sugars and 17 g of fibre per 100 g.
  • Check the organic labelling separately, and read the warning on the packaging for varieties containing xylitol.

AH

AH Ontbijtkoek zero gesneden is another option for shoppers comparing sugars and added sugars.

  • For this variety, Albert Heijn lists 4.9 g of sugars and 0 g of added sugars per 100 g.
  • The product information also lists xylitol, 22 g of polyols per 100 g and a warning about excessive consumption. The name ‘zero’ doesn’t confirm that it’s organic.

Jumbo

At Jumbo, you can compare the product information for different Peijnenburg breakfast cake varieties.

  • Jumbo lists, among other options, a wholegrain variety with no added sugars.
  • Check which variety you’re looking at: a brand name or category page is no substitute for checking the ingredients list and nutrition information for each product.

PLUS

In its breakfast cake category, PLUS lists both Peijnenburg Naturel zonder toegevoegde suiker and PLUS Ontbijtkoek Zero.

  • These varieties give you options to compare individual product labels.
  • Don’t assume from the category name that the varieties are organic or have the same nutritional values.

Related products on Joybuy

Related products coming soon.

Frequently asked questions

Is organic breakfast cake automatically sugar-free?

No. Organic labelling says nothing about the amount of sugars. According to Albert Heijn, AH Biologisch Ontbijtkoek naturel ongesneden contains 41 g of sugars per 100 g, so check the nutrition information as well as the certification.

What does ‘no added sugars’ mean for breakfast cake?

It doesn’t mean that the breakfast cake contains no sugars. The Netherlands Nutrition Centre gives 0.8 g of sugar per 30 g slice as an example for breakfast cake with no added sugar. For the product you choose, check ‘of which sugars’ on the packaging of the exact variety.

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

Yes, if the ingredients matter to you: the Peijnenburg and AH Zero varieties mentioned contain xylitol. Their product information warns that excessive consumption may have a laxative effect, so check the warning on the pack too.

How can I recognise organic breakfast cake on the packaging?

Look for the organic label and the EU organic logo. According to Skal Biocontrole, the logo is compulsory for prepacked foods produced in the EU and sold as organic. Then check the sugars separately in the nutrition table.