For shoppers keeping an eye on sugars
Compare plain sliced breakfast cake with a no added sugar version. Don’t just look at that claim: check the ‘of which sugars’ figure and the sweeteners in the ingredients list too.
Which option is right for you?
For shoppers comparing fibre and wholemeal options
Check both the grain ingredients and the amount of fibre per 100 g. A wholemeal version may be a different choice from a regular plain breakfast cake.
For shoppers looking for a simple sliced cake
A pack of plain breakfast cake is a convenient choice. Even so, check the allergens and storage instructions on the pack you buy.
What should you look for when buying?
Before your first shop, decide whether sugars, fibre or a simple plain sliced cake matters most to you. Then compare the labels on a like-for-like basis.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Sugars | Compare the ‘of which sugars’ figure per 100 g and, for a no added sugar version, check which sweeteners it contains. | If I want to keep an eye on sugars, I want to know what’s in a slice from the pack I’ve chosen, even if no sugars have been added. Around 42% of consumers prioritise comparing sugars. |
| Fibre and wholemeal | Check the grain ingredients and compare fibre per 100 g. | I’m looking for a sliced cake where I can assess the wholemeal ingredient and fibre content. Fibre and wholemeal matter most to around 33% of consumers. |
| Convenience and ingredients | Check the number of slices or portion size, and read the allergen information. | For my first shop, I mainly want a pack of plain sliced breakfast cake that’s easy to use, with ingredients that suit me. Convenience is the main reason for around 25% of consumers. |
Common mistakes
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Assuming ‘no added sugar’ means ‘sugar-free’
The claim doesn’t mean that the breakfast cake contains no sugars. Versions may also contain sweeteners.
Compare the ‘of which sugars’ figure per 100 g and read the ingredients list for the version you’re considering.
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Assuming breakfast cake is a source of iodine like bread
The Voedingscentrum identifies bread in the Netherlands as an important source of iodine, as bakers’ salt may contain iodine. This doesn’t tell you whether the salt in a specific pack of breakfast cake contains iodine.
For this, rely on product-specific information rather than the name ‘breakfast cake’.
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Judging allergens by the name of the variety
Even a breakfast cake with no added sugar may contain rye or other ingredients that matter to you. A claim about sugars doesn’t tell you whether it does.
Read the current ingredients list and allergen information on the pack.
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Assuming online product information never changes
Ingredients and nutritional information can change, so a product page you viewed earlier may not always match the pack in your basket.
When your order arrives, check the ingredients, allergens, nutritional information and pack contents of the product delivered.
Brands to consider
Peijnenburg
Peijnenburg offers sliced options for anyone comparing plain breakfast cake with versions that have no added sugar or contain wholemeal ingredients.
- Peijnenburg describes its sliced wholemeal version with no added sugar as 100% wholemeal and lists 12 slices on the product page.
- Check the grain ingredients, sweeteners and allergens on the pack you choose; they differ between varieties.
Albert Heijn
Albert Heijn offers sliced plain and zero breakfast cake, so you can compare options within its own-brand range.
- Albert Heijn lists 36 g of added sugars per 100 g for AH plain.
- The zero version uses a sweetener; check the information on the exact pack for sugars, ingredients and allergens.
Jumbo
Jumbo offers sliced plain breakfast cake and a version with no added sugar.
- Jumbo lists 38,2 g of sugars per 100 g for its sliced plain version.
- Compare the ingredients and allergens for each version; a claim about added sugars doesn’t replace these checks.
PLUS
PLUS offers sliced plain breakfast cake in a 485 g wrapper.
- PLUS lists 35,59 g of added sugars per 100 g for this plain version.
- Check the current ingredients and nutritional information on the packaging.
Sliced breakfast cake on Joybuy
This product selection features sliced wholemeal breakfast cake. Compare the packaging and nutritional information if you’re mainly choosing based on sugars, fibre or slice size.
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g'woon wholemeal breakfast cake, sliced, 485 g
A sliced option for anyone looking for wholemeal breakfast cake on their first shop. The pack contains 485 g; check the portion size on the pack if you want to compare the amount per slice.
Read the current ingredients and allergen information carefully, especially if rye or gluten is a concern for you.
Frequently asked questions
Is breakfast cake with no added sugar also sugar-free?
No. ‘No added sugar’ doesn’t mean that the breakfast cake contains no sugars. Compare the ‘of which sugars’ figure per 100 g and check the ingredients for sweeteners. Albert Heijn also includes a warning about excessive consumption for AH zero.
Can I rely on sliced breakfast cake for iodine instead of bread?
No. Don’t assume it provides the same amount of iodine without product-specific information. The Voedingscentrum describes bread in the Netherlands as an important source of iodine because of bakers’ salt; the name ‘breakfast cake’ doesn’t tell you whether a specific pack contains iodised bakers’ salt.
How should I store an opened pack of breakfast cake?
Follow the storage instructions on the pack you buy. Product information from Albert Heijn, Jumbo and PLUS says to store the product in a dry place; for its plain version, Jumbo recommends keeping it in a sealed container after opening.