Organisers who want to hand out portions
If you want to give each guest a measured portion, individually wrapped slices are one option. Peijnenburg offers both individually wrapped bars and slices.
Who are the different pack formats useful for?
Shoppers who want to understand the sugar claim
You’re looking for breakfast cake with no added sugars, but don’t want to confuse that claim with sugar-free. So also compare the ‘of which sugars’ line in the nutritional information.
Organisers checking ingredients for guests
With a group of guests, allergens and sensitivity to sweeteners may be a concern. Check the ingredients and allergen statement for the exact variety you’re serving.
What should you look for when choosing?
First decide whether you want to hand out individual portions or serve a sliced cake yourself. Then check the sugar claim, and keep the packaging available for guests who want to check the ingredients.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Sugar claim | Read the exact claim and compare ‘of which sugars’ per 100 g in the nutritional information. | If I’m looking for breakfast cake with no added sugars, I don’t want to assume it contains no sugars at all. Understanding the sugar claim is a priority for around 44% of consumers. |
| Portions and packaging | Compare the number of slices or individual portions with the number of guests. | When handing out portions, I want to know how many I can lay out without having to cut anything during the party. For around 33% of consumers, ease of serving is the most important consideration. |
| Ingredients and allergens | Check the allergen statement, the sweetener used and any warning about excessive consumption. | If guests need to avoid certain ingredients, I want to be able to check the packaging before serving anything. For around 23% of consumers, these ingredient checks take priority. |
Common mistakes
-
Reading ‘no added sugars’ as ‘sugar-free’
The claims don’t mean the same thing. Peijnenburg lists 4.9 g of sugars per 100 g for its sliced wholegrain variety; Albert Heijn lists the same amount for AH Ontbijtkoek zero gesneden.
Check the claim on the packaging and also look at ‘of which sugars’ per 100 g.
-
Not keeping the sweetener information to hand
A ‘zero’ claim doesn’t tell guests which sweetener has been used. For AH Ontbijtkoek zero gesneden, Albert Heijn lists polyols and warns that excessive consumption may have a laxative effect.
Keep the packaging available when serving, so guests can check the ingredients and warning for themselves.
-
Assuming the cake is allergen-free because of the sugar claim
The sugar claim says nothing about allergens. Peijnenburg’s wholegrain variety contains rye and, according to Peijnenburg, may contain nuts and milk.
Read the current allergen statement for your chosen variety before serving it to guests.
Brands compared
Peijnenburg
Peijnenburg offers breakfast cake with no added sugars in several formats, including sliced loaves and individually wrapped portions.
- According to Peijnenburg, its sliced wholegrain variety contains 17 g of fibre and 4.9 g of sugars per 100 g.
- The wholegrain variety contains rye and xylitol and may contain nuts and milk, according to Peijnenburg. Check the information for each variety.
AH
AH Ontbijtkoek zero gesneden is a 485 g own-brand option for anyone who wants to serve their own slices.
- Albert Heijn lists 16 portions of 30 g and 0 g of added sugars per 100 g.
- Albert Heijn also lists 4.9 g of sugars and 22 g of polyols per 100 g, with a warning that excessive consumption may have a laxative effect.
Koek & Bakker
ALDI lists a pre-sliced 485 g Koek & Bakker Ontbijtkoek Zero with no added sugars.
- The cake is pre-sliced, so you can lay out the portions yourself.
- Before serving it to guests, check the nutritional information, ingredients and allergen statement for the pack you’ve chosen.
Breakfast cake on Joybuy
Related products coming soon.
Frequently asked questions
Is breakfast cake with no added sugars the same as sugar-free breakfast cake?
No. The EU conditions for the claim ‘no added sugars’ don’t rule out sugars that are already present. Peijnenburg and Albert Heijn each list 4.9 g of sugars per 100 g for the wholegrain and ‘zero’ varieties mentioned; so also check the nutritional information on the pack you’re buying.
Why does some ‘zero’ breakfast cake carry a warning about a laxative effect?
The warning relates to polyols, a group of sweeteners. For AH Ontbijtkoek zero gesneden, Albert Heijn lists 22 g of polyols per 100 g and warns that excessive consumption may have a laxative effect. Keep the packaging available if you’re serving the cake to guests.
Can I serve breakfast cake with no added sugars to all my guests?
Don’t assume you can without checking the ingredients. The Peijnenburg wholegrain variety mentioned contains rye and may contain nuts and milk, according to Peijnenburg. Read the allergen statement for the exact variety you’ve chosen, and provide a separately checked alternative for anyone with a known allergy.
What should I do if a pet has eaten breakfast cake containing xylitol?
Contact a vet immediately. For the Peijnenburg wholegrain variety containing xylitol, Jumbo states that this sweetener is not suitable for animals and advises contacting a vet straight away if it is eaten. Keep the cake out of pets’ reach during the party.