If you’re looking for strictly sugar-free cereal
You want cereal that meets the threshold for the ‘sugar-free’ claim. A pack labelled only ‘no added sugars’ doesn’t give you enough information to be sure.
Who are the different options for?
If you want a sweet, crunchy breakfast
You want to avoid added sugars without giving up a crunchy texture. If you’re comparing products with no added sugars, check the total sugars per 100 g too.
If you’re considering wholegrains and fibre
Compare the grain base and fibre content, even if that means choosing a different type of grain breakfast rather than classic cornflakes. According to the Netherlands Nutrition Centre, wholegrain products contain more fibre than products made with white flour.
What should you look for when choosing?
Start with your sugar goals: the strict ‘sugar-free’ claim needs a different check from ‘no added sugars’. Then compare the grain base, fibre and ingredients of products that suit your breakfast.
| What to consider | What to check | Who it matters most to |
|---|---|---|
| Strictly sugar-free | Check the claim and the ‘of which sugars’ figure per 100 g. For solid breakfast cereals, the EU threshold for the claim is no more than 0.5 g per 100 g. | If sugar-free is a must for me, I don’t want to rely on the front of the pack alone. Around 33% of consumers make this strict requirement their top priority. |
| No added sugars | Read the exact claim and compare the total sugars per 100 g across different varieties. | I want a sweet or crunchy breakfast with no added sugars, but don’t require the product to be sugar-free. Around 27% of consumers make this distinction their top priority. |
| Wholegrains and fibre | Check the type of grain in the ingredients list and compare fibre per 100 g; assess sugars separately. | For my breakfast, wholegrains and fibre matter more than a light, flaky texture. This is the main consideration for around 20% of consumers. |
| Adding your own flavour | Check the ingredients in the base product and the sugars per 100 g before choosing toppings. | I’d rather choose the ingredients that add flavour to my breakfast, such as fruit, even if that means more preparation. Around 20% of consumers prioritise having this choice. |
Common mistakes
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Reading ‘no added sugars’ as ‘sugar-free’
Under EU Regulation (EC) No 1924/2006, solid breakfast cereals labelled ‘sugar-free’ must contain no more than 0.5 g of sugars per 100 g. A product with no added sugars may contain more than this.
Read the claim carefully, then check the ‘of which sugars’ figure per 100 g.
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Looking only at vitamins or the brand name
Vitamins alone don’t tell you how much sugar a product contains. Kellogg’s lists 34 g of sugars per 100 g for Smacks; the ingredients list includes sugar and glucose syrup.
Compare the nutrition information and ingredients of the specific product, not just the look of the packaging.
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Assuming fibre means sugar-free
These are two separate qualities. Albert Heijn lists 10 g of fibre and 4.6 g of sugars per 100 g for Brinta Volkoren grain breakfast.
First check that the product meets your sugar target, then compare the fibre content.
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Skipping the label when buying again
Ingredients and allergy information can change. According to the Netherlands Food and Consumer Product Safety Authority, allergens must be clearly identified in the ingredients list on the label.
Check the current packaging again, especially if wheat, nuts, milk or other allergens matter to you.
Brands to consider
Kellogg’s
The range includes different types of cereal; check the sugar and fibre content of each product.
- According to Kellogg’s, a serving of All-Bran Flakes provides 4.3 g of wheat bran fibre.
- Kellogg’s lists 34 g of sugars per 100 g for Smacks. The brand name or the presence of vitamins doesn’t make a variety sugar-free.
Brinta
A grain breakfast for anyone happy to choose a different base from crunchy flakes and add their own toppings.
- Albert Heijn describes Brinta Volkoren grain breakfast as 100% wholegrain wheat and lists 10 g of fibre per 100 g.
- The same nutrition information lists 4.6 g of sugars per 100 g. The product contains wheat and isn’t suitable if you need to avoid sugar completely.
Albert Heijn
The own-brand range includes different categories, including cornflakes and muesli; the category name doesn’t tell you how much sugar a product contains.
- The range also includes crunchy muesli varieties positioned as having 0% sugar.
- Albert Heijn notes that product information can change. Check the nutrition information, ingredients and allergens on the current packaging.
Quaker
Worth considering if you want to compare crunchy cruesli with varieties marketed as ‘zero sugar added’.
- Albert Heijn lists Quaker Cruesli varieties such as Natural and Nuts with this description.
- ‘Zero sugar added’ doesn’t confirm that a variety is sugar-free. Compare the total sugars per 100 g and check the allergens for your chosen variety.
Crunchy muesli on Joybuy
These Quaker Cruesli varieties are included for comparison if you’re looking for a crunchy breakfast and want to avoid added sugars. They aren’t a selection for anyone who wants only products that meet the strict ‘sugar-free’ threshold. Check the current nutrition information and ingredients for each variety.
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Quaker Zs Cruesli Natural 400 g
The Natural variety is worth comparing if you want crunchy muesli without a strong fruit flavour or a nut variety.
Check what the sugar claim means for this variety and how much total sugar is listed per 100 g on the pack.
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Quaker Cruesli Nuts Zero Sugar 400 g
Compare this nut variety if you’re looking for crunchy cruesli with nuts.
Don’t assume that ‘Zero Sugar’ in the product name means the total sugars meet the ‘sugar-free’ threshold. Check the nutrition information and current allergen details.
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Quaker Cruesli Zero Sugar Added Strawberry & Peach 400 g
The Strawberry & Peach variety is worth considering if you’re looking for fruity-flavoured crunchy muesli.
‘Zero Sugar Added’ isn’t the same as ‘sugar-free’. Compare the total sugars per 100 g and read the ingredients on the current packaging.
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Quaker Cruesli Zero Sugar Added Apple, Pecan and Cinnamon 400 g
Compare this apple, pecan and cinnamon variety if you want fruit and nuts in your crunchy muesli.
As well as checking the total sugars per 100 g, check the allergens on the current packaging, especially if nuts matter to you.
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Quaker Cruesli Choco Zero Sugar 400 g
The Choco variety is worth comparing if you’re looking for crunchy muesli with a chocolate flavour.
Check the total sugars per 100 g rather than relying on ‘Zero Sugar’ in the name. If you also want to compare fibre, use the same measure on the packaging for every variety.
Frequently asked questions
Does ‘sugar-free’ literally mean 0 g of sugars?
No. Under EU Regulation (EC) No 1924/2006, a solid product labelled ‘sugar-free’ may contain no more than 0.5 g of sugars per 100 g. So check the nutrition information even when a product carries this claim.
Does ‘no added sugars’ mean the same as ‘sugar-free’?
No. Cereal with no added sugars may still contain sugars. Check the ‘of which sugars’ figure per 100 g if you want to know whether a variety also meets your limit for total sugars.
How should I consider fibre when choosing a sweet breakfast?
Compare fibre and sugars as separate values per 100 g. According to the Netherlands Nutrition Centre, wholegrain products contain more fibre than products made with white flour, but wholegrain doesn’t automatically mean sugar-free. For example, Albert Heijn lists 10 g of fibre and 4.6 g of sugars per 100 g for Brinta Volkoren grain breakfast.
Where can I find allergen information for cereal and muesli?
Read the ingredients list and allergen information on the current packaging for your chosen variety. According to the Netherlands Food and Consumer Product Safety Authority, allergens that must be declared need to be clearly shown on the label. Check which grains or nuts are listed if these matter to you.
Should I check the label again when buying the same product?
Yes. Check the packaging again if ingredients, nutrition values or allergens are important to your choice. Albert Heijn says that this product information can change.