Who is this relevant to?

Party hosts looking to limit added sugars

You’re looking for breakfast cake to share, but don’t want to confuse ‘no added sugars’ with ‘sugar-free’. Check the sugar figure in the nutrition information too.

Shoppers who consider wholemeal flour and fibre

As well as the sugar figure, you compare the ingredients and nutritional values per portion. For Peijnenburg’s wholemeal variety, Jumbo lists 17 g of fibre per 100 g and 4.7 g per 28 g slice.

Hosts who consider their guests and pets

When serving a group, you’ll want to check whether a cake contains rye, gluten or xylitol. Keep products containing xylitol out of pets’ reach; the product information for the Peijnenburg varieties described warns that xylitol is not suitable for animals.

What should you look for when choosing?

Start with the exact sugar claim, then compare what matters most to your guests: wholemeal flour and fibre, ease of serving, or ingredients they need to avoid.

What to consider What to check Who is it important to?
Sugar claim Read the exact claim and compare ‘of which sugars’ per 100 g. If I’m specifically looking for sugar-free breakfast cake, I don’t want to rely on ‘zero’ when the label says something else. Around 33% of consumers give checking the claim top priority.
Wholemeal flour and fibre Check the flour listed in the ingredients and compare the fibre per 100 g and per slice. For the party table, I also want to know what flour has been used and how much fibre a portion contains. Around 27% of consumers put this first.
Portions and availability Check whether the cake is sliced, how many slices are in the pack and where you can buy it. I want to be able to put the breakfast cake on a platter easily and buy it before the party. Around 20% of consumers put this practical convenience first.
Allergens and polyols Read the ingredients, allergen information and warnings about polyols and xylitol. If guests need to avoid certain ingredients, or pets might get to the leftovers, I want to know what’s in the cake. Around 20% of consumers put this first.

Common mistakes

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

    The Peijnenburg varieties described by Jumbo and PLUS as having no added sugars list 4.9 g of sugars per 100 g. The wording on the front doesn’t replace the nutrition table.

    Read the exact claim and compare the ‘of which sugars’ figure per 100 g.

  • Looking only at the sugar content

    A sugar claim doesn’t tell you what flour has been used or how much fibre a portion contains. These factors may be important to your choice in their own right.

    Compare the ingredients list and nutritional values on the same basis, such as per 100 g.

  • Leaving it until after serving to check the ingredients and warnings

    The Peijnenburg varieties described contain rye and xylitol. Their product information warns that excessive consumption may have a laxative effect; according to the Netherlands Nutrition Centre, a high intake of polyols can cause wind and diarrhoea.

    Check the allergens and warnings on the packaging before serving, and keep cake containing xylitol out of pets’ reach.

  • Assuming all breakfast cake contains iodine

    You can’t assume a product contains iodine simply because it belongs to the breakfast cake category.

    If you want to know whether a particular cake contains iodised baker’s salt, check the product information or ask the manufacturer.

Relevant brands and shops to consider

Peijnenburg

Peijnenburg sells plain and wholemeal breakfast cake labelled ‘no added sugars’.

  • For its wholemeal variety, Jumbo lists 40% wholemeal rye flour, 17 g of fibre and 4.9 g of sugars per 100 g.
  • The varieties described contain rye and xylitol; ‘no added sugars’ does not mean ‘sugar-free’ here.

Koek & Bakker

ALDI sells a pre-sliced 485 g Ontbijtkoek Zero under this brand.

  • ALDI describes this cake as ‘no added sugars’ and pre-sliced.
  • Check the current sugar content, ingredients and allergen information on the packaging to see if it suits your needs.

Albert Heijn

Albert Heijn sells its own sliced AH Ontbijtkoek zero and also lists Peijnenburg zero products.

  • The sliced AH variety is an option to compare with other breakfast cakes.
  • Albert Heijn recommends checking the packaging, as product information can change.

Jumbo

At Jumbo, you can check the product information for Peijnenburg wholemeal breakfast cake with no added sugars.

  • The product page lists the ingredients, allergens and nutritional values for this variety.
  • According to the relevant Jumbo product page, a Peijnenburg Zero bar that was listed previously is no longer part of its online range; don’t assume every variety is available.

Lidl

Lidl lists a 485 g Ontbijtkoek zero as an in-store product.

  • The product listing makes clear that this option is only available in store.
  • Before buying, check the ingredients, allergens and nutrition information on the packaging to see if it’s suitable for your guests.

Related Joybuy products

Related products coming soon.

Frequently asked questions

Does ‘zero’ mean the same as sugar-free for breakfast cake?

No, don’t assume it does. The Netherlands Food and Consumer Product Safety Authority describes ‘sugar-free’ as a nutrition claim; the Peijnenburg varieties described by Jumbo and PLUS are labelled ‘no added sugars’ and list 4.9 g of sugars per 100 g. So check both the exact claim and the nutrition table.

When is wholemeal breakfast cake a good choice for the party table?

A wholemeal variety is worth comparing if you want to consider the flour and fibre as well as the sugar claim. For Peijnenburg wholemeal breakfast cake with no added sugars, Jumbo lists 40% wholemeal rye flour and 17 g of fibre per 100 g; also check that the rye and xylitol are suitable for the guests you’re serving.

What should I do with breakfast cake containing xylitol if I have pets?

Keep the cake out of your pets’ reach. The product information for the Peijnenburg varieties described warns that xylitol is not suitable for animals; contact a vet if your pet eats any.

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

You can’t assume that a particular breakfast cake does. Check the product information or ask the manufacturer whether iodised baker’s salt has been used in that cake.