Regular buyers
You take sliced breakfast cake to school or work, or eat it at home. You’re looking for a pack size that suits how quickly you get through the slices.
Who is this relevant to?
Buyers looking for a particular sugar or fibre content
You compare options by looking at their ingredients and nutritional information, rather than relying on the name on the pack alone.
Buyers who want slices to take with them
You want to take breakfast cake to work or school without having to slice it yourself. The number of slices and how they’re packaged determine which pack is practical for you.
What should you look for when choosing?
First, work out how much sliced breakfast cake you use, then compare the pack size and nutritional information of the options you’re considering.
| What to consider | What to check | Who it matters to |
|---|---|---|
| Pack size and how much you use | Check the net weight and, if stated, the number of slices. Consider whether you’ll finish the pack. | If I eat breakfast cake regularly, I don’t want slices left over because the pack is too large. Around 42% of consumers prioritise a pack size that suits how much they use. |
| Sugar and fibre | Compare the sugar and fibre content per 100 g and, where stated, per slice. | When choosing between plain, wholemeal and Zero, I want to know what the label says each slice contains. Around 33% of consumers give this nutritional profile top priority. |
| Taking slices with you | Check the number of slices and whether they’re packed together or individually. | For work or school, I want to take slices with me without having to cut the breakfast cake. This convenience comes first for around 25% of consumers. |
Common mistakes
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Assuming ‘Zero’ means ‘sugar-free’
A product name doesn’t tell you how much sugar a slice contains. Nutritional values can also vary between options.
Check the nutritional information on the current pack and compare the sugar content per 100 g and per slice.
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Assuming every breakfast cake is made with iodised baker’s salt
The breakfast cake category doesn’t tell you which type of salt has been used in a particular product.
Check the ingredients or ask the manufacturer about the product if you want to know.
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Choosing a large pack without considering how much you use
Peijnenburg lists its Naturel Gesneden as a 550 g pack containing 18 slices. If you only eat a slice now and then, you may not use the whole pack.
Choose a pack size that matches the number of slices you usually get through.
Uneaten slices mean waste.
Brands and supermarket ranges at a glance
Koek & Bakker
ALDI lists sliced wholemeal breakfast cake and a sliced Zero option from this brand, both in 485 g packs.
- Two different options in the same pack size.
- Check the label of the option you choose for its ingredients and nutritional information.
PLUS
The PLUS own-brand range includes a 485 g pack of sliced plain breakfast cake.
- A sliced plain option in a medium-sized pack.
- PLUS notes that product information can change, so check the current packaging.
Peijnenburg
Peijnenburg lists its Naturel Gesneden as a 550 g pack containing 18 slices.
- The stated number of slices makes it easier to see whether the pack suits your needs.
- Check whether this larger pack is right for how much you usually eat.
Lidl ontbijtkoek
Lidl lists sliced breakfast cake, including a 485 g Zero option. This describes the supermarket’s range, not a confirmed brand for that option.
- The stated pack weight makes it possible to compare it with other pack sizes.
- Check the packaging for the brand name, ingredients and nutritional information.
Sliced breakfast cake on Joybuy
This product selection features a 485 g sliced wholemeal breakfast cake. Consider the pack size and current product information in relation to how much you use.
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g'woon sliced wholemeal breakfast cake 485 g
An option if you’re looking for sliced wholemeal breakfast cake in a 485 g pack.
Check the packaging for the number of slices and the nutritional information per 100 g and per slice.
If you have an allergy, check the current label: the product description lists rye flour, while the allergen statement contradicts this.
Frequently asked questions
Can I assume breakfast cake contains iodised baker’s salt?
No, don’t assume this is true of every breakfast cake. Check the ingredients of the specific product or ask the manufacturer which type of salt has been used.
Does ‘Zero’ mean breakfast cake contains no sugar?
No, don’t rely on the product name to tell you how much sugar it contains. Check the nutritional information on the packaging; Voedingscentrum notes that the values for reduced-sugar breakfast cake can vary by brand.
Does Peijnenburg Naturel Gesneden contain rye?
Peijnenburg lists rye flour as an ingredient in Naturel Gesneden. If you have an allergy or other dietary requirement, always check the current label on the pack you intend to buy.