Who is this choice relevant to?

Hotel buyers assessing sugar claims

They want to offer an option without added sugars, so they compare the exact claim with the sugars and sweeteners listed in the nutritional information.

Buffet managers providing allergen information

They’re looking for breakfast cake that’s easy to serve, with allergen information available to guests even when it’s displayed unwrapped.

Hotels choosing portion sizes and presentation

They weigh up pre-sliced packs against individually wrapped portions, depending on how guests help themselves to the breakfast cake.

What should you look for when buying?

First decide whether your buffet needs a specific option without added sugars. Then assess the nutritional information, allergens and packaging for each breakfast cake.

What to consider What to check Who it matters to
Sugar claim Check the exact claim, sugars per 100 g and sweetener used on the packaging. I want to offer an option without added sugars without concealing any sugars it contains; around 36% of consumers would put this question first when buying.
Allergens and serving Check for allergens present or traces that may be present, and how guests can access this information when the product is unwrapped. If I serve unwrapped slices, guests need to be able to check the allergens before choosing. For around 29% of consumers, this would be their most important buying consideration.
Portions and packaging Compare the number of slices and the weight per slice, and weigh up pre-sliced against individually wrapped options. I want to know whether fixed portions or slices from a shared pack better suit the way we run our buffet; for around 21% of consumers, this practical choice would come first.
Range requirements Check whether an alternative is labelled ‘less sugar’ or ‘without added sugars’. When adding to the range, I don’t want to confuse a product with less sugar with the requested option without added sugars. Around 14% of consumers would be most interested in making this choice for their range.

Common mistakes

  • Reading ‘less sugar’ as ‘without added sugars’

    According to PLUS, a PLUS breakfast cake bar labelled ‘less sugar’ contains 22,9 g of sugars and 11,82 g of added sugars per 100 g. So this claim doesn’t meet a buying requirement that specifically calls for no added sugars.

    Decide which claim you need and check the label on the exact product.

  • Presenting ‘without added sugars’ as ‘sugar-free’

    These claims don’t mean the same thing. Peijnenburg states that its plain breakfast cake without added sugars still contains 4,9 g of sugars per 100 g.

    Use the correct product claim on the buffet label and check the latest nutritional information.

  • Leaving out allergen information for unwrapped slices

    The Peijnenburg varieties reviewed contain rye; some also mention possible traces of milk or nuts. According to the Netherlands Food and Consumer Product Safety Authority, guests must be able to obtain information about allergens present in unwrapped products.

    Keep product information up to date. If you serve the product unwrapped, provide written allergen information or use an approved verbal procedure with a clearly visible sign directing guests to it.

Brands as product references

Compare specific breakfast cake varieties: sugar claims, ingredients and packaging can vary within the same brand.

Peijnenburg

Offers plain and wholemeal breakfast cake without added sugars, including pre-sliced varieties and individually wrapped plain slices.

  • For its plain variety, Peijnenburg states that it contains 4,9 g of sugars and 17 g of fibre per 100 g; the individually wrapped version contains eight 28 g slices.
  • ‘Without added sugars’ doesn’t mean ‘sugar-free’. Check each variety for rye, gluten and possible allergens too.

Albert Heijn

Offers AH Ontbijtkoek zero, a 485 g pre-sliced own-brand option.

  • Albert Heijn states that this product contains 86% less sugar than AH Ontbijtkoek naturel gesneden.
  • Check the current packaging for the amounts of sugars and polyols, and for allergen information; a relative comparison isn’t the same as a ‘sugar-free’ claim.

Koek & Bakker

ALDI Netherlands’ product page lists a 485 g pre-sliced Ontbijtkoek Zero without added sugars.

  • The pre-sliced format can be weighed up against individually wrapped slices.
  • Before serving it at the buffet, check the nutritional information, ingredients and allergens on the current packaging.

PLUS

Offers breakfast cake with a range of sugar claims, including a pre-sliced Zero variety and bars with less sugar.

  • The different product formats let you choose between sliced cake and bars.
  • According to PLUS, its bars with less sugar contain 22,9 g of sugars and 11,82 g of added sugars per 100 g; don’t treat them as an option without added sugars.

Snelle Jelle

According to the PLUS product page, it offers spiced cake bars labelled as containing 30% less sugar than regular spiced cake.

  • Bars offer a different packaging option from pre-sliced breakfast cake.
  • ‘Less sugar’ doesn’t make these spiced cake bars interchangeable with breakfast cake without added sugars; check the product category and ingredients.

Joybuy products on this topic

Related products coming soon.

Frequently asked questions

Is breakfast cake without added sugars the same as sugar-free breakfast cake?

No. The European regulation on nutrition and health claims gives ‘without added sugars’ a specific meaning: no mono- or disaccharides, or other foods used for their sweetening properties, may be added. Peijnenburg states that its plain variety carrying this claim still contains 4,9 g of sugars per 100 g.

Can breakfast cake be served unwrapped at a hotel breakfast buffet?

Yes, provided the hotel has appropriate food safety and allergen information procedures in place. According to the Netherlands Food and Consumer Product Safety Authority, information about allergens present must be available for unwrapped products. This can be provided in writing or through a verbal procedure with a clearly visible sign. Hotels must also follow a HACCP food safety plan or an approved hygiene code.

Which allergens should you look out for in Peijnenburg varieties?

The plain and wholemeal varieties discussed contain rye, a gluten-containing cereal. According to the product information, the individually wrapped plain variety may also contain milk, hazelnuts, almonds and other gluten-containing cereals; possible traces of nuts and milk are mentioned for the wholemeal variety. Check the current packaging for the variety you choose.

What should you look out for if breakfast cake contains xylitol?

Check the sweetener listed and any warning on the packaging. For the Peijnenburg variety discussed, the product information states, according to PLUS, that excessive consumption may have a laxative effect. This matters if guests can help themselves to several slices.

Does all breakfast cake in the Netherlands have to contain iodine from baker’s salt?

No, don’t assume that it does. The Netherlands Food and Consumer Product Safety Authority explains that iodine compounds may be present in bakery products through baker’s salt; this doesn’t confirm that every breakfast cake contains iodised baker’s salt. Check the ingredients for the specific product.