Who is this choice relevant to?

Shoppers looking for organic and wholegrain

For households looking for organic breakfast cake and wanting to check whether the grain ingredient is wholegrain too. You’ll need to check each of these qualities separately on the packaging.

Consumers comparing fibre

For anyone who eats breakfast cake at breakfast or as a snack and wants to compare fibre per 100 g or per serving, taking serving size into account.

Consumers checking ingredients

For anyone who also wants to check sugars, sweeteners and allergen information, for example in products containing rye, wheat or spelt.

What should you look for when choosing?

First decide whether the product must be both organic and wholegrain. Then compare the nutrition information and ingredients of products that meet those requirements.

What to look for What to check when buying Who it matters to
Organic and wholegrain For a prepacked organic product made in the EU, check the EU organic logo, the control code and the indication of origin. Also look for the wholegrain claim and read the ingredients list. If I need both qualities, organic rye or spelt flour alone isn’t enough. Around 42% of consumers choosing between these purchase priorities put the combination first.
Fibre and sugars Compare fibre and sugars per 100 g; for your own use, also check the stated serving size. I want to know how the nutritional value of my usual slice compares with other varieties. For around 33% of these consumers, the balance between fibre and sugars is the main consideration.
Ingredients and storage Read the allergen and ingredient information, including for varieties with sweeteners, and follow the storage instructions on the packaging. When choosing between different cakes, I mainly want to know what’s in them and how to store the product. This is the main concern for around 25% of these consumers.

Common mistakes

  • Assuming organic means wholegrain

    An organic claim doesn’t confirm that the grain ingredient is wholegrain. The organic breakfast cakes described by Jumbo and Albert Heijn contain flour, among other ingredients; this doesn’t mean they’re wholegrain.

    Check both qualities separately on the current packaging. The European Commission describes the EU organic logo as an indication of certified organic products; the Netherlands Food and Consumer Product Safety Authority links the wholegrain claim to the grain ingredient used.

  • Confusing wholegrain with sugar-free

    Peijnenburg states that Volkoren Gesneden contains 39 g of sugars per 100 g. So the wholegrain claim is no substitute for checking the nutrition table.

    Compare the amounts of sugars and fibre per 100 g, and check the weight of a serving as stated on the packaging.

  • Assuming ‘no added sugars’ means sugar-free

    Peijnenburg Volkoren zonder toegevoegde suikers still contains 4.9 g of sugars per 100 g and includes xylitol. Peijnenburg also states that this variety may contain nuts and milk.

    Read both the ‘of which sugars’ line and the full ingredients and allergen information for the variety you’re buying.

  • Using an old product page to decide what to buy

    According to their product pages, the organic breakfast cakes described by Jumbo and Albert Heijn were no longer part of their online ranges. An older listing also doesn’t confirm the ingredients of a pack currently on the shelf.

    Check the current product listing just before you buy, and read the packaging again.

Brands to compare

Peijnenburg

Peijnenburg describes several wholegrain varieties, including a sliced option and one with no added sugars.

  • According to Peijnenburg, Volkoren Gesneden contains 37% wholemeal rye flour, 5.1 g of fibre and 39 g of sugars per 100 g.
  • The variety with no added sugars lists 17 g of fibre and 4.9 g of sugars per 100 g, but contains xylitol and may contain nuts and milk. Check separately for any organic claim.

Jumbo

Jumbo describes a wholegrain breakfast cake and a separate organic breakfast cake made with rye and spelt flour.

  • Jumbo Volkoren Ontbijtkoek 280 g lists 35.9% wholemeal rye flour, 8.2 g of fibre and 35.5 g of sugars per 100 g.
  • According to Jumbo, the organic rye and spelt variety is no longer in its online range. The description of this variety doesn’t confirm that it’s wholegrain.

Albert Heijn

Albert Heijn has a separate wholegrain product range; the AH puur&eerlijk organic breakfast cake described was listed as no longer available.

  • The product description for AH puur&eerlijk mentions organic ingredients, including rye flour.
  • The description doesn’t confirm that it’s wholegrain. Albert Heijn notes that ingredients, nutrition values and allergen information can change, so check the current packaging.

Related Joybuy products

Related products coming soon.

Frequently asked questions

How can I check whether packaged breakfast cake is organic?

For prepacked breakfast cake made in the EU and sold as organic, check the EU organic logo, the code of the control body and the indication of origin for the agricultural raw materials. According to the European Commission, the EU logo isn’t always required for imported or unpackaged organic products.

Is organic breakfast cake automatically wholegrain?

No. Organic and wholegrain are different qualities. According to the Netherlands Food and Consumer Product Safety Authority, a product can only be described as wholegrain if the grain ingredient used consists entirely of wholemeal flour. So check the product claim and ingredients separately.

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

No. The claim ‘no added sugars’ doesn’t mean sugar-free. Peijnenburg states that its Volkoren variety with no added sugars contains 4.9 g of sugars per 100 g and lists xylitol as an ingredient. Compare the nutrition table and ingredients of the variety you choose.

How should I store wholegrain breakfast cake?

Follow the storage instructions on the pack you buy. Jumbo says its Volkoren Ontbijtkoek should be kept in a cool, dry place; check the instructions for any other variety.