Who is this for?

Weekly shopper keeping an eye on pack size

You want one sliced pack to enjoy at home over several occasions. The main thing to consider is whether your household will get through it during the week.

Label-conscious shopper

You check sugars, fibre, ingredients and any sweeteners before choosing between plain, wholemeal and no-added-sugar varieties.

Convenience seeker with a favourite brand

You want ready-sliced portions and prefer a familiar plain variety. Albert Heijn lists its 550 g Peijnenburg plain sliced pack as containing 18 slices.

What should you look for when choosing?

What to consider What should you check? Who is it important for?
Pack size for the week Compare the weight and number of slices with how much your household usually gets through. If I’m buying a pack to enjoy over several occasions, I want to avoid having lots left at the end of the week. A suitable week’s supply is the top priority for around 42% of consumers.
Ingredients and nutrition Read the nutritional information per 100 g, the ingredients, allergens and any warnings about sweeteners. When choosing between plain, wholemeal and Zero, I want to know which sugars, fibre and ingredients are listed on the specific label. Around 33% of consumers prioritise the product’s composition.
Slices and storage Check whether the cake is pre-sliced and follow the storage advice on the pack once opened. For a lunchbox, I want to be able to take out a slice without cutting it first, while keeping the rest of the pack sealed. Ease of use is the main consideration for around 25% of consumers.

Common mistakes

  • Treating ‘no added sugars’ as the deciding factor

    That claim alone doesn’t tell you how much total sugar or fibre a breakfast cake contains. Albert Heijn also lists a sweetener in its AH Zero sliced variety and warns that excessive consumption may have a laxative effect.

    Compare the full nutritional information and ingredients of the varieties you’re considering.

  • Assuming you can tell which allergens are present from the product name

    A name such as ‘plain’ doesn’t tell you which grains the product contains. PLUS lists rye in its plain variety and says it may also contain wheat, barley and oats.

    Check the allergen information on the specific pack when you buy it.

  • Assuming every breakfast cake contains iodine

    Overheid.nl describes baker’s salt as iodised salt for bread and other baked goods. The Netherlands Food and Consumer Product Safety Authority says iodine compounds may be present in it, but that doesn’t mean every breakfast cake contains iodine.

    Check the ingredients on the pack rather than assuming it contains iodine because of the product category.

Brands to consider

Peijnenburg

Peijnenburg sells sliced plain breakfast cake, including a 550 g pack.

  • Albert Heijn lists 18 slices in the 550 g plain variety.
  • Check the nutritional information and allergens: sugars and rye are listed for this variety.

Albert Heijn

The AH range includes sliced plain, wholemeal and Zero breakfast cake.

  • The different varieties have labels you can compare side by side.
  • AH Zero sliced lists a sweetener and warns that excessive consumption may have a laxative effect.

Jumbo

Jumbo sells its own sliced breakfast cake, including plain and Zero varieties.

  • According to Jumbo, its sliced plain breakfast cake comes in a 475 g pack.
  • For a Zero variety, check the ingredients and any warnings about sweeteners.

PLUS

PLUS sells its own sliced plain, wholemeal and Zero breakfast cake, as well as branded varieties.

  • According to PLUS, its sliced plain variety comes in a 485 g pack.
  • PLUS lists rye in this plain variety and says it may also contain wheat, barley and oats.

Koek & Bakker

This ALDI brand sells 485 g sliced wholemeal and Zero breakfast cake.

  • ALDI describes the wholemeal variety as pre-sliced.
  • Check the pack and in-store availability before adding it to your weekly shop.

Tastino

Lidl lists a 485 g sliced wholemeal breakfast cake in this range.

  • According to Lidl, the wholemeal variety is pre-sliced.
  • Lidl lists this as an in-store product, so check availability at your local store.

Related products on Joybuy

Related products will be available soon.

Frequently asked questions

What size pack of sliced breakfast cake is right for my weekly shop?

A 475 to 550 g pack could be a good fit if your household eats breakfast cake regularly and you finish it soon after opening. Compare the weight and number of slices with how much you get through; choose a smaller pack if a larger one would be open for a long time.

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

That claim alone doesn’t tell you what the full nutritional information looks like. Compare the total sugars and fibre per 100 g, among other things, and read the ingredients. Albert Heijn lists a sweetener in its AH Zero sliced variety and includes a warning about excessive consumption.

Does every breakfast cake contain iodine from baker’s salt?

No, don’t assume that every breakfast cake does. Overheid.nl describes baker’s salt as iodised salt for bread and other baked goods, while the Netherlands Food and Consumer Product Safety Authority says iodine compounds may be present in it. Check the ingredients on the specific pack.

How should I store sliced breakfast cake once opened?

Follow the storage advice on the pack and seal it well after use. For Peijnenburg plain sliced breakfast cake, the advice is to store it somewhere cool and dry, preferably in a sealed container or tin.