Shoppers looking for strictly sugar-free options
You want a breakfast cereal that meets the threshold for the ‘sugar-free’ claim. So check ‘of which sugars’ per 100 g, rather than relying on words such as ‘unsweetened’ on the front of the pack.
Who does this matter to?
Busy breakfast eaters avoiding added sugar
You’re looking for a flake base for a weekday breakfast with no sugar added as an ingredient. The ingredients list and nutrition information can help you decide whether a product suits your needs.
Shoppers who prioritise fibre
You also want to consider fibre content when choosing a quick breakfast. Compare cornflakes with wholegrain flakes or porridge oats, without assuming that less sugar automatically means more fibre.
What should you look for when choosing?
First decide whether you’re looking for a strictly sugar-free option or mainly want to avoid added sugar. Then compare the fibre content and how to prepare products that meet your first requirement.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Sugar claim | Check ‘of which sugars’ per 100 g. Under Regulation (EC) No 1924/2006, the ‘sugar-free’ claim is subject to a maximum of 0.5 g of sugars per 100 g. | I don’t just want to avoid added sugar; I want to choose cornflakes that can genuinely be called sugar-free. This strict requirement comes first for around 50% of shoppers. |
| Fibre | Compare the fibre content per 100 g and check which types of grain are listed in the ingredients. | If fibre is my top priority, I’ll also consider wholegrain flakes rather than just cornflakes; around 30% of shoppers prioritise this. |
| Breakfast routine | Check whether the product is ready to serve or needs preparing, and read the ingredients and allergen information. | I need to get breakfast ready on a working day without much effort. For around 20% of shoppers, convenience matters most. |
Common mistakes
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Assuming ‘unsweetened’ means ‘sugar-free’
A product with no added sugar can still contain sugars. According to Jumbo, Smaakt Bio Cornflakes Ongezoet contains 1.0 g of sugars per 100 g, which is above the threshold for the ‘sugar-free’ claim.
If you want a strictly sugar-free option, use the current ‘of which sugars’ value per 100 g as your deciding factor.
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Comparing sugars alone
Cornflakes and wholegrain flakes can also differ in fibre content. Jumbo lists 3.1 g of fibre per 100 g for Smaakt Bio Cornflakes Ongezoet and 7.2 g per 100 g for Jumbo Special Flakes.
Compare the fibre content per 100 g and the types of grain in the ingredients list, as well as the sugars.
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Overlooking sweeteners and allergens
Jumbo Special Flakes lists maltitols and contains wheat and barley malt extract. For Smaakt Bio Cornflakes Ongezoet, Jumbo warns of possible traces of, among other things, cereals containing gluten, milk, nuts, peanuts, sesame and soya.
If you want to avoid sweeteners or need to exclude certain allergens, read the full ingredients and allergen information on the current packaging.
Brands and product ranges compared
Smaakt
Smaakt Bio Cornflakes Ongezoet are cornflakes for anyone looking for a short ingredients list.
- According to Jumbo, this variety contains only organic maize as an ingredient, and the nutrition information lists 1.0 g of sugars per 100 g.
- With this sugar content, the variety does not meet the threshold for the ‘sugar-free’ claim. Also check the possible traces listed in the allergen information.
Jumbo
Jumbo Special Flakes are a different type of product from classic cornflakes and carry the claim ‘no added sugars’.
- Jumbo’s product information lists 7.2 g of fibre and 1.3 g of sugars per 100 g for Special Flakes.
- These flakes contain, among other things, wholegrain wheat, barley malt extract and maltitols. They’re therefore not suitable if you’re avoiding ingredients containing gluten or sweeteners.
Kellogg's
Kellogg's Corn Flakes are standard cornflakes with added vitamins and iron.
- Kellogg's product information lists maize as an ingredient.
- The ingredients list also includes barley malt extract, sugar and salt. This variety isn’t suitable if you want to avoid added sugar.
Breakfast cereals as an alternative to cornflakes
These Joybuy products are oat flakes, porridge oats and Cruesli: alternatives to consider alongside cornflakes for a weekday breakfast. Check the current sugars per 100 g for each product; ‘Zero Sugar’ in a product name doesn’t, by itself, prove that it meets the sugar-free threshold.
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Huiji 7 White Series Oat Flakes – 420g
An option if you’re considering oat flakes as well as cornflakes for weekday breakfasts.
Check the sugars and fibre per 100 g on the current packaging, especially if sugar-free or fibre content is your top priority. If you want to serve the flakes straight away, also check how they need to be prepared.
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Leev Dutch Oatmeal – 450 g
Porridge oats are an alternative if you want to compare other grain products with cornflakes at breakfast.
Compare the sugars and fibre per 100 g with your other options. If you’re avoiding gluten, check the current packaging: the product description and allergen information give conflicting details.
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Quaker Cruesli Choco Zero Sugar – 400 g
Cruesli is a different category from cornflakes and could be another option to compare for a weekday breakfast.
Don’t assume that ‘Zero Sugar’ in the product name means this variety is sugar-free. Check the sugars and fibre per 100 g on the current packaging, and read the ingredients and allergen information.
Frequently asked questions
Does ‘no added sugars’ mean the same as sugar-free?
No. Under Regulation (EC) No 1924/2006, the ‘sugar-free’ claim can only be used when a product contains no more than 0.5 g of sugars per 100 g or 100 ml. A product with no added sugars may still contain naturally occurring sugars, so check the nutrition information too.
Can unsweetened cornflakes still contain sugars?
Yes. According to Jumbo, Smaakt Bio Cornflakes Ongezoet contains 1.0 g of sugars per 100 g, even though the ingredients list names only maize. So ‘unsweetened’ is no substitute for checking the sugar content.
Why compare fibre as well if I’m watching my sugar intake?
Because the sugar content doesn’t tell you how much fibre a breakfast cereal contains. If fibre matters to you, compare the values per 100 g and decide whether you want cornflakes or another grain product, such as wholegrain flakes.
Do flakes with no added sugars also contain no sweeteners?
Not always. Jumbo Special Flakes carry the ‘no added sugars’ claim but list maltitols. The Netherlands Nutrition Centre advises reading the label for information about sweeteners, so check the ingredients list if you want to avoid them.