Who might each option suit?

If you’re looking for a strictly sugar-free option

You want to choose breakfast cake for your coffee break that meets the sugar-free claim. The wording ‘no added sugars’ isn’t enough to confirm this: check the ‘of which sugars’ figure per 100 g too.

If you’re looking at fibre and wholegrain

You’re looking for breakfast cake with no added sugars, and also want to compare the fibre content and any wholegrain claim. These features don’t, by themselves, mean that a variant is sugar-free.

If you want to take a portion with you

You take breakfast cake with you for your afternoon coffee or want to be able to grab a slice easily at home. Check whether your chosen variant is pre-sliced or individually wrapped, and how much is in the pack.

What should you look for when choosing?

Start with the sugar claim that matters to you, then check the nutritional information and packaging of the breakfast cake you actually want to buy.

What to consider What to check before buying Who is this important to?
Sugar claim Read the exact claim and check ‘of which sugars’ per 100 g. For breakfast cake to carry the sugar-free claim, EU Regulation 1924/2006 sets a maximum of 0.5 g of sugars per 100 g. With my afternoon coffee, I only want breakfast cake that meets my strict sugar-free requirement. For around 42% of consumers, this is the top priority.
Fibre and wholegrain Check for a wholegrain claim and compare the fibre content for the same quantity, for example per 100 g. I want to avoid added sugars, but I also want to be able to compare the fibre in my cake. Around 33% of consumers prioritise this combination.
Portion format Check whether the breakfast cake is pre-sliced or individually wrapped, and look at the portion size. When I take breakfast cake with me, I want to be able to grab one portion without opening a whole cake. Convenient portions are the biggest consideration for around 25% of consumers.

Common mistakes

  • Assuming ‘zero’ and ‘no added sugars’ mean the same thing

    The name ‘zero’ doesn’t tell you on its own how much sugar a breakfast cake contains. Under EU Regulation 1924/2006, ‘sugar-free’ and ‘no added sugars’ have different requirements; ‘less sugar’ isn’t the same as either of these claims.

    Decide which claim you’re looking for, then check the ingredients and ‘of which sugars’ per 100 g for your chosen variant.

  • Looking only at the sugars

    Fibre and the size of a slice can also influence your choice for a coffee break. The Netherlands Nutrition Centre lists different nutritional values for a 30 g slice of breakfast cake with no added sugar and an equally sized slice of regular breakfast cake; the values for a specific variant may differ.

    Compare the sugars, fibre and energy on the labels of the products you’ve chosen, using the same quantity.

  • Leaving breakfast cake containing xylitol within pets’ reach

    Peijnenburg lists xylitol as an ingredient in one of its plain variants with no added sugars. PLUS warns that xylitol is not suitable for animals in its listing for this variant.

    Check the ingredients and keep any variant containing xylitol out of pets’ reach. If your pet eats any, contact a vet immediately.

Brands and product ranges to consider

Check the exact variant in each range: the name on the front doesn’t replace the ingredients list and nutritional information.

Peijnenburg

Peijnenburg offers breakfast cake variants described by the brand as having ‘no added sugars’, including plain and wholegrain options.

  • For its plain variant, Peijnenburg lists rye flour, chicory root fibre and xylitol. It describes another variant as 100% wholegrain.
  • These features don’t automatically apply to every Peijnenburg breakfast cake. Check the packaging of your chosen variant.

Albert Heijn

Albert Heijn lists its own-brand variant, AH Ontbijtkoek zero gesneden.

  • The pre-sliced version may suit you if you want a slice with your coffee.
  • Don’t assume from ‘zero’ that the breakfast cake meets the sugar-free claim; check the latest nutritional information.

Jumbo

Jumbo stocks both its own-brand breakfast cake labelled ‘Less Sugar’ and Peijnenburg variants with no added sugars.

  • The different labels give you the chance to decide first which sugar claim you’re looking for.
  • ‘Less Sugar’ doesn’t mean the same as ‘no added sugars’ or ‘sugar-free’.

PLUS

PLUS lists both Peijnenburg plain breakfast cake with no added sugars and PLUS Ontbijtkoek Zero gesneden.

  • You can compare the ingredients and nutritional information for these individual variants.
  • PLUS warns that the Peijnenburg plain variant contains xylitol, which is not suitable for pets. Check the ingredients in the pack you choose.

Koek & Bakker bij ALDI

ALDI describes Koek & Bakker Gesneden Ontbijtkoek Zero as pre-sliced and having no added sugars.

  • The pre-sliced format is a useful feature to consider when choosing a portion.
  • ‘No added sugars’ doesn’t prove that the product is sugar-free. Check ‘of which sugars’ per 100 g.

Lidl

Lidl lists a 485 g Ontbijtkoek zero which, according to the product listing, is only available in store.

  • The pack weight can help you decide whether the quantity suits your coffee breaks.
  • Check the packaging to see what ‘zero’ means for this variant and how much sugar it contains per 100 g.

Breakfast cake on Joybuy

Related products coming soon.

Frequently asked questions

Is breakfast cake with no added sugars also sugar-free?

No, that doesn’t follow from the claim. Under EU Regulation 1924/2006, a solid breakfast cake can only be called sugar-free if it contains no more than 0.5 g of sugars per 100 g; ‘no added sugars’ doesn’t rule out sugars that occur naturally. So check ‘of which sugars’ on the packaging too.

Which nutritional information should I compare for a slice with my coffee?

Compare sugars, fibre and energy for the same quantity, and check the size of a slice. The Netherlands Nutrition Centre lists values per 30 g slice for breakfast cake with no added sugar, but the nutritional information and portion size of the specific variant are what matter for your own choice.

Why should I read the ingredients on breakfast cake with no added sugars?

This helps you see whether your chosen variant contains sweeteners. For example, Peijnenburg lists xylitol in its plain variant with no added sugars; PLUS warns that xylitol is not suitable for animals in its listing for this variant.

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

You can’t tell from the product category alone. The Netherlands Food and Consumer Product Safety Authority states that iodine may be present in bakery products through baker’s salt. Check the ingredients of a specific breakfast cake or ask the manufacturer.

Which packaging is handy if I’m taking breakfast cake with me?

An individually wrapped variant can be handy if you want to take one portion with you; just check that your chosen breakfast cake is actually packaged that way. Follow the packaging instructions for storage and use after opening.