Who are these considerations relevant to?

Label readers who check sugar content

You want to know whether the pack says ‘sugar-free’ or ‘no added sugars’, so you compare the sugar content per 100 g too.

Shoppers who take polyols into account

Before buying, you want to check which sweeteners the biscuits contain, how large a serving is and whether the pack warns against excessive consumption.

Regular biscuit buyers who compare labels

You choose biscuits for breakfast or a regular tea or coffee break, and look at energy, fibre, salt, serving size and allergens as well as sugar.

What should you look for when choosing?

Start with the sugar claim that matters to you. Then compare the nutritional information and ingredients of the biscuits that meet your criteria.

What to consider What to check before buying Who it matters to
Sugar claim Read the claim and check ‘of which sugars’ per 100 g. In the European Union, ‘sugar-free’ means a maximum of 0.5 g of sugars per 100 g. If I’m specifically looking for sugar-free biscuits, I don’t want to rely on a name such as ‘zero’. Around 40% of consumers prioritise this specific sugar claim.
Polyols Check the ingredients, serving size and any warnings about excessive consumption. If I’m eating several biscuits at once, I want to know whether the pack includes a warning about polyols. For around 30% of consumers, tolerance is the main consideration.
Nutritional information and allergens Compare energy, fibre and salt per 100 g, and check the allergens on the current packaging. For a regular breakfast or tea or coffee break, I want to know more than just the sugar content. Around 20% of consumers prioritise the full nutritional profile.
Packaging and availability Check that the variant you want is available, and read the label again when you buy it. If I’m looking for a specific variant, I want to make sure I pick up the right pack. Around 10% of consumers say they prioritise this check.

Common mistakes

  • Reading ‘no added sugars’ as ‘sugar-free’

    The claims don’t mean the same thing. According to Albert Heijn’s product information, Verkade San Francisco zero, labelled ‘0% added sugar’, contains 1.7 g of sugars per 100 g.

    If you’re specifically looking for the ‘sugar-free’ claim, check ‘of which sugars’ per 100 g too. In the European Union, the limit for this claim is a maximum of 0.5 g of sugars per 100 g.

  • Comparing only the sugar content

    A low sugar figure doesn’t tell you how much energy a product contains. Albert Heijn lists AH Digestive 0% sugar at 465 kcal per 100 g.

    Compare the energy, fibre, saturated fat, salt and serving size of the products you’re considering too.

  • Overlooking warnings about polyols

    Albert Heijn’s product information for AH Digestive 0% sugar lists polyols and warns that excessive consumption may have a laxative effect.

    Read the ingredients and any warning on the packaging, especially if you’re planning to eat more than one biscuit.

  • Relying on a label you checked previously

    Ingredients and allergens matter for the exact variant you buy. For Céréal Speculoos with almond pieces, Albert Heijn lists wheat, almonds, eggs, milk and soya, among other ingredients.

    Check the packaging every time you buy, especially if you need to avoid ingredients because of an allergen.

Brands to consider

Albert Heijn

AH Digestive 0% sugar is a supermarket own-brand biscuit for anyone looking to compare a low sugar figure with the rest of the nutritional information.

  • According to Albert Heijn, this variant contains 0.3 g of sugars and 5.7 g of fibre per 100 g; the stated serving size is 15 g.
  • Albert Heijn also lists 14 g of polyols and 465 kcal per 100 g. The biscuit contains wheat and may contain barley, oats and rye.

Céréal

Céréal offers biscuits labelled ‘sugar-free’, including Speculoos with almond pieces.

  • Albert Heijn and Jumbo list 0.4 g of sugars per 100 g for the speculoos variant.
  • The product information lists 29 g of polyols per 100 g and allergens including wheat, almonds, eggs, milk and soya.

Verkade

Verkade San Francisco zero is worth considering if you’re looking for biscuits with no added sugar, not if you want to treat the two sugar claims as meaning the same thing.

  • Albert Heijn labels this variant ‘0% added sugar’ and states that the product contains naturally occurring sugars.
  • The same product information lists 1.7 g of sugars per 100 g. The biscuits contain maltitols, wheat, milk and soya.

Related Joybuy products

Related products coming soon.

Frequently asked questions

Does ‘sugar-free’ mean the same as ‘no added sugars’?

No. In the European Union, a product can be labelled ‘sugar-free’ if it contains no more than 0.5 g of sugars per 100 g. A product with no added sugars may still contain naturally occurring sugars: Albert Heijn lists 1.7 g of sugars per 100 g for Verkade San Francisco zero.

Are sugar-free biscuits automatically low in calories?

No. Albert Heijn lists AH Digestive 0% sugar as containing 0.3 g of sugars and 465 kcal per 100 g. So compare the energy and serving size as well as the sugar content.

Why do some packs carry warnings about polyols?

Some biscuits containing polyols carry a warning that excessive consumption may have a laxative effect. For the variant you’re buying, check the ingredients, serving size and warning, rather than relying on the sugar claim alone.

How should I store an opened pack of sugar-free biscuits?

After opening, store the biscuits in a well-sealed pack in a cool, dry, dark place, following the storage advice from the Netherlands Nutrition Centre. Also check the instructions on the packaging of the product you’ve bought.