Terrace-goers who want to share
A pre-sliced pack lets you hand out slices without cutting them there and then. Think about how many slices your group will eat and what you’ll do with the rest.
Which pack works best for you?
Shoppers comparing nutritional information
If wholemeal ingredients, fibre or sugars influence your choice, compare the specific versions by checking their ingredients lists and nutritional information per 100 g.
Terrace-goers taking one portion
An individually wrapped slice leaves the rest of the pack sealed. Check the weight per slice if you want to decide in advance how much to take.
What should you look for when choosing?
First decide whether you want to share the breakfast cake or take one portion with you. Then compare the nutritional information and the amount you’ll actually use.
| What to consider | What should you check? | Who is it important for? |
|---|---|---|
| Sharing slices | Check whether the cake is pre-sliced and how many slices are in the pack. | If I’m sitting on a terrace with other people, I want to hand out slices without taking a knife. For around 40% of consumers, that ease of sharing would be the main consideration. |
| Nutritional preferences | Compare ingredients, fibre and sugars per 100 g; consider a claim about no added sugars separately from the total sugar content. | If I’m specifically looking for a wholemeal version or a particular sugar option, I want to know what’s in that breakfast cake. For around 30% of consumers, nutritional information would come first. |
| Taking one portion | Check whether the slices are individually wrapped and how much each one weighs. | For a short visit to a terrace, I want to take one slice without opening the whole pack. Around 20% of consumers would choose mainly based on portion format. |
| Leftovers | Check the net weight and storage instructions after opening. | If I have some breakfast cake left after visiting the terrace, I want to choose an amount I’ll still use. For around 10% of consumers, that would be the main consideration. |
Common misconceptions
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Reading ‘no added sugars’ as ‘sugar-free’
Breakfast cake with no added sugars may still contain sugars that occur naturally. A version with sweeteners may also carry a warning on the packaging about excessive consumption.
As well as checking the claim on the front, read the ingredients and nutritional information for the specific version.
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Treating ‘wholemeal’ as a complete nutritional assessment
The term ‘wholemeal’ alone doesn’t tell you how much sugar or fibre a product contains, or which allergens it may include.
Compare the ingredients, nutritional information per 100 g and allergen information on the current packaging.
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Assuming all breakfast cake contains iodine
You can’t tell from the product type alone whether iodised baker’s salt has been used.
Check the ingredients or ask the manufacturer if you want to know whether a particular breakfast cake contains iodine.
Brands to compare
Peijnenburg
Offers sliced Original and wholemeal breakfast cake, as well as individually wrapped slices.
- The sliced wholemeal version lists wholegrain rye flour as an ingredient.
- Ingredients and nutritional values vary by version, so compare the packs individually.
Albert Heijn
Offers sliced Original breakfast cake under its own brand.
- An option to include when comparing sliced Original versions.
- Albert Heijn says product information may change, so check the current packaging.
Jumbo
Offers, among other options, a 475 g pack of sliced Original breakfast cake under its own brand, as well as a sliced version with sweeteners.
- The different versions let you choose based on pack format and ingredients.
- Don’t treat the Original version and the version with sweeteners as the same product; read the label on the pack you choose.
PLUS
Offers a 485 g pack of sliced Original breakfast cake under its own brand.
- The stated net weight helps you decide whether the quantity will suit your group.
- PLUS notes that ingredient, nutritional and allergen information may change.
Koek & Bakker
ALDI lists a 485 g pack of sliced wholemeal breakfast cake under this brand, as well as a separate Zero version.
- The wholemeal version is sold pre-sliced.
- The terms ‘wholemeal’ and ‘Zero’ refer to different versions, so check which pack you’re choosing.
Tastino
Lidl lists sliced wholemeal breakfast cake under this brand.
- An option to consider if you’re specifically looking for sliced wholemeal breakfast cake.
- Check the label on the relevant pack for ingredients, nutritional values and allergen information.
Sliced breakfast cake on Joybuy
This sliced wholemeal breakfast cake suits anyone who wants to take slices along or share them. Check how many slices are in the pack if that matters for your visit to the terrace.
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g'woon wholemeal breakfast cake, sliced, 485 g
An option if you want to take pre-sliced wholemeal breakfast cake along to share.
Pack weight: 485 g. Check how many slices are included and whether they’re individually wrapped if you want to take one portion.
Frequently asked questions
Which pack of breakfast cake should I take if I only want one slice?
An individually wrapped slice is handy if you want to leave the rest of the pack sealed. Compare the weight per slice and consider whether you’ll use the other portions too.
Is breakfast cake with no added sugars also sugar-free?
No. One sliced Jumbo version states both that no sugar has been added and that the product contains naturally occurring sugars. To decide if it’s right for you, compare the ingredients and sugars per 100 g on the current packaging.
Should I check the allergen information on breakfast cake packaging?
Yes. If allergens are relevant to your purchase, check the current packaging every time. The Netherlands Food and Consumer Product Safety Authority says allergens must be clearly stated on the label; retailers also note that product information may change.
Does breakfast cake always contain iodised baker’s salt?
You can’t tell from the name ‘breakfast cake’. Check the ingredients of the specific product or ask the manufacturer which salt has been used if you want to know.
How should I store an opened pack of sliced breakfast cake?
Follow the storage instructions on the pack you’ve chosen. Jumbo says its Sliced Original Breakfast Cake should be kept in a sealed tin after opening.