Who is this choice relevant to?

Consumers who mainly focus on sugar

You’re looking for a biscuit to enjoy during the match and want to know how much sugar it actually contains. ‘No added sugar’ isn’t enough information for you to make a choice.

Viewers keeping an eye on portion size

You want to decide in advance how many biscuits you’ll eat during a long evening watching the match. That’s why you look at energy, carbohydrates and the weight of each biscuit, as well as sugar.

Viewers who check ingredients carefully

You keep an eye on polyols or need to avoid certain allergens. In that case, the ingredients list and warnings on the packaging are just as important to your choice as the sugar content.

What should you look for when choosing?

First decide whether you want to keep your total sugar intake as low as possible or mainly want to avoid added sugar. Then compare biscuits per 100 g and, for match day, consider the portion you plan to have.

What to consider What to check when buying Who it matters to
Total sugars Compare the ‘of which sugars’ figure per 100 g and check the claim on the packaging. I want a biscuit with as little sugar as possible and don’t rely on ‘zero’ alone. For around 33% of consumers, total sugar content comes first.
Portion and nutritional values Check energy and carbohydrates per 100 g, and find out how much each biscuit weighs. During a long match, I want to be able to decide how many biscuits to take from the pack. Portion size, energy and carbohydrates are the main considerations for around 27% of consumers.
Polyols and allergens Check the ingredients, allergens and any warning about polyols on the current packaging. If I’m keeping an eye on polyols or need to avoid an allergen, I want to be able to check this before buying. For around 20% of consumers, this is the most important consideration.
Flavour and sharing Compare flavours and the number of biscuits per pack without losing sight of your sugar goal. I want a flavour I’ll enjoy serving during the match, but I also want to know whether it fits my sugar preferences. For around 20% of consumers, flavour and ease of sharing are what tip the balance.

Common mistakes

  • Assuming ‘zero’ means no sugar

    ‘No added sugar’ doesn’t tell you how much sugar a biscuit contains in total. Albert Heijn lists 1.7 g of sugars per 100 g for Verkade San Francisco zero, compared with 0.3 g per 100 g for AH Digestive 0% suiker.

    Is total sugar content your main criterion? Compare the ‘of which sugars’ figure per 100 g, even if the front of the pack displays a prominent claim.

  • Looking only at sugar

    A low sugar content doesn’t automatically mean low energy or carbohydrate levels. Albert Heijn lists 465 kcal and 63 g of carbohydrates per 100 g for AH Digestive 0% suiker.

    Check the energy and carbohydrate values too, and see how much each biscuit weighs. Setting aside a portion in advance makes it easier to keep track of how many you have during the match.

  • Checking the ingredients only after sharing

    Biscuits with a low sugar content may contain polyols. The product pages for AH Digestive 0% suiker and Verkade San Francisco zero warn of a possible laxative effect if consumed in excess. Allergens vary by product and flavour.

    Check the current ingredients list, allergen information and warnings before putting biscuits out for yourself or others.

Brands compared

Céréal

In the product information compared here, Céréal offers a coconut biscuit and a speculoos-flavoured biscuit with almond pieces, both without sugar.

  • Jumbo lists 0 g of sugars and 18 g of polyols per 100 g for Céréal Kokos.
  • According to Jumbo, the speculoos and almond variety contains 0.4 g of sugars and 29 g of polyols per 100 g. For this variety, also check the listed allergens, including almonds, egg, milk, soya, barley and wheat.

Albert Heijn

AH Digestive 0% suiker is a digestive biscuit for anyone who wants to compare total sugar content.

  • Albert Heijn lists 0.3 g of sugars and 5.7 g of fibre per 100 g.
  • Albert Heijn also lists 465 kcal, 63 g of carbohydrates and 14 g of polyols per 100 g. The biscuit contains wheat; also check the ‘may contain’ information on the packaging.

Verkade

Verkade San Francisco zero is worth considering if you’re mainly looking for a biscuit with no added sugar, rather than choosing solely on the basis of the lowest possible total sugar content.

  • Albert Heijn lists this variety as having 0% added sugar.
  • The same product information lists 1.7 g of sugars and 75 g of carbohydrates per 100 g, as well as wheat, milk and soya, and a warning of a possible laxative effect if consumed in excess.

Joybuy products

Related products coming soon.

Frequently asked questions

Is ‘no added sugar’ the same as sugar-free?

No. Check the ‘of which sugars’ figure per 100 g to see how much sugar the biscuit contains. Albert Heijn lists 0% added sugar and 1.7 g of sugars per 100 g for Verkade San Francisco zero; for AH Digestive 0% suiker, it lists 0.3 g of sugars per 100 g.

Are sugar-free biscuits also low in energy or carbohydrates?

You can’t tell from the sugar content alone. Albert Heijn lists 465 kcal and 63 g of carbohydrates per 100 g for AH Digestive 0% suiker. Compare these values and the weight of each biscuit when choosing a portion for the match.

Why is there sometimes a warning about a laxative effect?

This warning may be related to polyols used as sweeteners. The product pages for AH Digestive 0% suiker and Verkade San Francisco zero mention a possible laxative effect if consumed in excess. Read the warning and ingredients on the packaging of the product you buy.

What should I check when putting biscuits out for others?

Check the ingredients and allergens on each pack before sharing the biscuits. For example, Jumbo lists almonds, egg, milk, soya, barley and wheat among the ingredients for Céréal’s speculoos-flavoured biscuit with almond pieces. Don’t assume another flavour contains the same ingredients.