If you want a sweet breakfast while limiting sugar, first decide whether you mean strictly sugar-free or simply no added sugars. Under European Union rules, a food can only be labelled ‘sugar-free’ if it contains no more than 0.5 g of sugars per 100 g. Breakfast cereals with no added sugars may contain more sugars and sometimes use sweeteners. So compare similar products per 100 g, and check the ingredients and allergens too.
For you, the amount listed as ‘of which sugars’ is what matters, not just a claim about added sugar. Under European Union rules, breakfast cereals can only carry the claim ‘sugar-free’ if they contain no more than 0.5 g of sugars per 100 g.
You’re happy to have sugars that occur naturally in the ingredients, but you may also want to avoid sweeteners. Check both separately on the label.
You look beyond the sugar claim and compare fibre, protein, salt and total sugars per 100 g too. The Netherlands Nutrition Centre recommends comparing breakfast cereals using the same quantity.
Start with your main requirement for a breakfast cereal. Then compare the nutritional information per 100 g and consider separately what milk, yoghurt, fruit or toppings add to your bowl.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Strictly sugar-free | Check ‘of which sugars’ per 100 g: the EU ‘sugar-free’ claim allows a maximum of 0.5 g. | If sugar-free is a strict requirement for me, I can’t rely on ‘0% added sugar’. Around 13% of consumers put this requirement first. |
| No added sugar or sweeteners | Check both the added-sugar claim and the ingredients list for sweeteners. | I want a crunchy breakfast with no added sugar or sweeteners, even if the ingredients contain naturally occurring sugars. This is the top priority for around 33% of consumers. |
| Sweet crunch with sweeteners | Check which sweetener has been used, and look for any polyols and warnings listed. | A distinctly sweet, crunchy taste matters more to me than avoiding sweeteners. This taste preference comes first for around 27% of consumers. |
| Fibre or protein | Compare fibre, protein, sugars, salt and fat per 100 g, rather than relying only on a claim on the front of the pack. | I want to prioritise fibre or protein in my breakfast, while taking the total sugar content into account. Around 27% of consumers give this the highest priority. |
These claims don’t mean the same thing: sugars that occur naturally count towards the total. Under European Union rules, breakfast cereals labelled ‘sugar-free’ can contain no more than 0.5 g of sugars per 100 g.
If you’re looking for strictly sugar-free, check the ‘of which sugars’ figure per 100 g.
A no-added-sugar option may contain maltitol. Albert Heijn’s product information warns that its crunchy muesli with maltitol may have a laxative effect if consumed in excess.
Check the ingredients list for sweeteners or maltitol, and read any warnings on the packaging.
A claim doesn’t tell you how much total sugar, fibre or salt a product contains. Different serving sizes also make direct comparisons difficult.
Compare similar breakfast cereals per 100 g, as recommended by the Netherlands Nutrition Centre, and check the ingredients list too.
Breakfast cereals may contain nuts and gluten-containing grains. Milk, yoghurt, fruit and toppings also affect the sugars and allergens in your whole bowl.
Check the allergens in all the ingredients you choose, and consider the whole bowl if you have a strict dietary preference.
Cruesli Zero Sugar Added Naturel is a crunchy option if you want to avoid added sugars and sweeteners.
Granola Nuts & Seeds is worth considering if you’re looking for granola with nuts and seeds, with no added sugars or sweeteners.
The own-brand range includes several breakfast cereals with a no-added-sugar claim; ingredients vary between varieties.
Oatmeal is a neutral base if you want to choose the flavour and toppings for your own warm breakfast bowl.
These products are crunchy muesli and granola options for anyone keeping an eye on added sugar at breakfast. Use the product name as a starting point and check the latest nutritional information for each variety: don’t assume any of them is strictly sugar-free based on its name alone.
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A crunchy muesli to consider if you want to avoid added sugars or sweeteners. For the Natural variety, Albert Heijn’s product information lists 3.8 g of sugars per 100 g, so it isn’t strictly sugar-free. Check the allergen information if you need to avoid oats, wheat, milk or nuts.
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A crunchy muesli with nuts and seeds if you’re looking for those ingredients in your breakfast. Check the total sugars, any sweeteners and the allergen information for this variety separately; the name alone doesn’t prove that it’s strictly sugar-free.
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A granola to compare if you’re looking for an almond and speculaas variety and want to keep an eye on protein too. Check the nutritional information for the amount of protein and total sugars per 100 g. Carefully check the allergens if you need to avoid soya, peanuts, almonds or grains.
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A pack of six bags of crunchy granola to consider if you want to stock up. Check the total sugars per 100 g rather than relying on ‘Low Carb’. Don’t assume this variety is gluten-free: check the current packaging directly to see which grains and allergens are listed.
No. Under European Union rules, breakfast cereals can only carry the claim ‘sugar-free’ if they contain no more than 0.5 g of sugars per 100 g. Products with ‘no added sugars’ may still contain naturally occurring sugars, which count towards the ‘of which sugars’ figure.
Compare similar breakfast cereals per 100 g, so different serving sizes don’t skew your choice. The Netherlands Nutrition Centre recommends looking at sugars and fibre, among other things. Check the ingredients and the information on salt and fat too.
No, it varies by product. For example, Albert Heijn’s product information lists no sweeteners for Quaker Cruesli Zero Sugar Added Naturel, while AH crunchy muesli with nuts contains maltitol. So check the ingredients list for the variety you choose.
The current packaging matters when you’re checking sugars, sweeteners and allergens. Check the ingredients list and nutritional information for the variety you’re buying, especially if any of these is a strict requirement for you.
