People with a strict sugar limit
If ‘sugar-free’ is a must for you, check the ‘of which sugars’ figure per 100 g. A claim such as ‘0% added sugar’ is no substitute for that check.
Who are these breakfast cereals for?
People who want a quick, hot breakfast
If you have hot water to hand, pre-portioned express oats could be a good fit for a busy morning. Quaker Oats Express Naturel is one example that comes in individual portions; check how each product needs to be prepared.
People looking for crunchy breakfast cereal
If you want granola or crunchy muesli with no added sugars, compare the total sugars and ingredients too. Check your chosen variant for nuts and gluten-containing cereals as well.
What should you look for when choosing?
For a quick breakfast, first decide whether ‘sugar-free’ is a must or whether you mainly want to avoid added sugar. Then consider which preparation method works for your morning.
| What to look for | What to check when buying | Who it matters to |
|---|---|---|
| Sugar-free or not | Compare the ‘of which sugars’ figure per 100 g. EUR-Lex sets a maximum of 0.5 g of sugars per 100 g for the ‘sugar-free’ claim. | If ‘sugar-free’ is a must for me, I don’t want to rely solely on ‘0% added sugar’. Around 33% of consumers prioritise the total sugars figure. |
| Added sugar and sweeteners | Read the ingredients list as well as the claim on the front of the pack; check for sweeteners such as maltitol too. | I want to avoid added sugar, but I also want to know whether a product contains sweeteners. This ingredient choice is a priority for around 27% of consumers. |
| Preparation and portions | Check whether you need hot water, milk or yoghurt, and whether the pack contains individual portions. | On a busy morning, I want to know whether I can make breakfast with what I have to hand. For around 27% of consumers, this practical convenience is what makes the difference. |
| Ingredients and allergens | Read the allergen information for the exact variant, including any warnings about traces of other ingredients. | If an ingredient isn’t suitable for me, I need to rule it out before comparing sugar levels or convenience. Around 13% of consumers put this ingredient check first. |
Common mistakes when choosing
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Assuming ‘no added sugars’ means ‘sugar-free’
A product can have no added sugars and still contain naturally occurring sugars. According to Quaker Netherlands, Quaker Oats Express Naturel contains 1 g of sugars per 100 g; Albert Heijn lists AH Granola noten 0% toegevoegd suiker as containing 1.9 g per 100 g.
Decide which of the two claims matters to you, then compare the ‘of which sugars’ figure per 100 g on the pack.
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Overlooking sweeteners when reading the label
Albert Heijn lists AH Krokante muesli noten 0% suiker as containing maltitol and 17 g of polyols per 100 g. The pack warns that excessive consumption may have a laxative effect.
If you want to avoid sweeteners, check the full ingredients list rather than just the statement about added sugar.
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Comparing prepared breakfast with dry cereal
The nutritional values shown by Albert Heijn for Quaker Cruesli Zero Sugar Added Nuts are for the prepared product with yoghurt. So those figures don’t describe the dry crunchy muesli on its own.
Compare dry breakfast cereals per 100 g, and consider milk, yoghurt or toppings separately for the breakfast you actually make.
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Letting the sugar claim distract you from allergens
The breakfast cereals mentioned contain different ingredients and allergens. For example, Quaker Netherlands says Oats Express Naturel may contain soya, barley and wheat; several of the granola and crunchy muesli variants mentioned contain nuts and gluten-containing cereals.
Check the allergen information on the exact flavour and pack before comparing other features.
Brands to consider
Quaker
Among the variants mentioned, Quaker offers plain oats and express oats as well as crunchy muesli.
- Quaker Netherlands lists Havermout Original as 100% wholegrain oats, with 1.1 g of sugars per 100 g. According to the brand, Oats Express Naturel contains 12 individual portions.
- Oats Express Naturel may contain soya, barley and wheat. The nutritional values shown for Cruesli Zero Sugar Added Nuts are for a prepared portion with yoghurt, not the dry crunchy muesli on its own.
Albert Heijn
The own-brand products mentioned are granola and crunchy muesli with a claim about added sugar.
- Albert Heijn lists AH Granola noten 0% toegevoegd suiker as containing 1.9 g of sugars and 14 g of fibre per 100 g.
- According to Albert Heijn, AH Krokante muesli noten 0% suiker contains maltitol and 17 g of polyols per 100 g, and carries a warning that excessive consumption may have a laxative effect.
W. K. Kellogg
The Crunchy Muesli with almonds, cashews and coconut mentioned here is a crunchy variant with no added sugar.
- Kellogg's Netherlands says this variant contains no added sugar or artificial sweeteners.
- The brand also lists 12 g of sugars per 100 g, with ingredients including date paste and banana purée. So ‘no added sugar’ does not mean ‘sugar-free’ here.
Holie's
The Granola Nuts & Seeds mentioned here is a granola with no added sugars or sweeteners.
- The product information shown by Albert Heijn lists 2.1 g of sugars and 15 g of fibre per 100 g.
- This variant contains oats, barley, spelt and several types of nuts; check the pack if these ingredients are relevant to you.
Breakfast cereals for a quick morning on Joybuy
These products show two ways to put together a quick breakfast: oats prepared with hot water and crunchy muesli. Check the total sugars, ingredients and preparation method for each variant; a product name containing ‘Zero Sugar’ doesn’t tell you the sugar content per 100 g.
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Quaker Oats Express Protein – 302 g
For a hot breakfast when you have hot water to hand: the Joybuy product description gives a preparation time of 2 minutes.
The product description states that it contains no added sugars. If you have a strict sugar limit, check the ‘of which sugars’ figure per 100 g on the pack, and check the pack format if individual portions are important to you.
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Quaker Cruesli Choco Zero Sugar – 400 g
A crunchy chocolate variant for anyone who wants to enjoy crunchy muesli with breakfast ingredients they already have to hand.
For this variant, check the ‘of which sugars’ figure per 100 g and read the ingredients and allergen information on the pack. Don’t assume that ‘Zero Sugar’ in the product name tells you how much sugar the crunchy muesli contains per 100 g.
Frequently asked questions
Does ‘no added sugars’ mean the same as ‘sugar-free’?
No. A product with no added sugars may still contain naturally occurring sugars. The claim conditions published by EUR-Lex allow a maximum of 0.5 g of sugars per 100 g or 100 ml for ‘sugar-free’; so for breakfast cereals, check the ‘of which sugars’ figure per 100 g.
Why compare breakfast cereals per 100 g?
Comparing per 100 g lets you look at the nutritional information for dry breakfast cereals on the same basis, as the Voedingscentrum also recommends when comparing products. Do check whether the figures shown are for the dry product or a prepared breakfast: for Quaker Cruesli Zero Sugar Added Nuts, Albert Heijn shows figures for a prepared portion with yoghurt.
Does 0% added sugar also mean no sweeteners?
No. Albert Heijn lists AH Krokante muesli noten 0% suiker as containing maltitol and 17 g of polyols per 100 g. If you want to avoid sweeteners, read the ingredients list; the pack also warns that excessive consumption of this muesli may have a laxative effect.
Do you need to check allergens again for each variant?
Yes, check the information for the exact variant you’re choosing. Quaker Netherlands says Oats Express Naturel may contain soya, barley and wheat, while the granola and crunchy muesli variants mentioned contain different combinations of cereals and nuts.