When shopping for vegan products, an explicit vegan label is the first thing to look for; then compare sugars, polyols and serving size. Albert Heijn labels AH Ontbijtkoek zero gesneden as vegan, while you should check the current packaging or confirm with the manufacturer whether Peijnenburg Volkoren Zonder Toegevoegde Suikers and Snelle Jelle Zero Kruidkoek are vegan. No added sugars does not mean sugar-free.
You want an explicit vegan label or confirmation from the manufacturer, even if the ingredients list does not mention milk or eggs. According to the Netherlands Nutrition Centre, some E-numbers can come from either animal or plant sources.
You want to check the front-of-pack claim against the ‘of which sugars’ figure per 100 g, the ingredients and the portion you actually eat.
You look at wholemeal rye flour, fibre and the amount in each slice or bar. You also check whether the product is vegan and whether it contains polyols.
| What to look for | What to check when buying | Who it’s for |
|---|---|---|
| Confirmed vegan status | Look for an explicit vegan label on the current packaging, or ask the manufacturer about the source of any unclear ingredients. | If I shop strictly vegan, I don’t want to rely only on an ingredients list that looks plant-based. Around 42% of consumers would put confirmation of vegan status first. |
| Sugars and polyols | Check the ‘of which sugars’ figure per 100 g, and look at the ingredients and serving size; a no-added-sugars claim does not mean the product is sugar-free. | With a ‘zero’ claim, I want to know how much sugar is in my portion and which sweeteners have been used. For around 33% of consumers, this information would be the first thing they consider. |
| Wholegrain, fibre and portion size | Compare the wholemeal rye flour and fibre content per 100 g, and check the weight of one slice or bar. | Whether I’m eating at home or on the go, I want to choose ingredients and a portion size that suit how I’ll use the product. For around 25% of consumers, fibre and portion size would be the main considerations. |
The Netherlands Nutrition Centre explains that products with no added sugars can still contain sugars. Product information from Albert Heijn and Jumbo lists 4.9 g of sugars per 100 g for each of the AH, Peijnenburg and Snelle Jelle varieties discussed here.
Compare the ‘of which sugars’ figure per 100 g, and convert it to the portion you eat if needed.
According to the Netherlands Nutrition Centre, the source of some E-numbers can vary. So a list with no recognisable animal-derived ingredients does not always provide the confirmation you need when choosing a strictly vegan product.
Check for a current vegan label, or ask the manufacturer to confirm if there isn’t one.
The varieties discussed contain xylitol or other polyols. The product information warns that excessive consumption may have a laxative effect.
Check the ingredients and the warning on the packaging too, especially if you plan to have more than one portion.
The product category alone does not tell you which salt has been used in a particular breakfast cake or how much iodine it contains.
Check the product information or ask the manufacturer which salt has been used if this matters to your choice.
Albert Heijn explicitly labels AH Ontbijtkoek zero gesneden as ‘Vegan’.
The Peijnenburg Volkoren Zonder Toegevoegde Suikers discussed here is a sliced breakfast cake made with wholemeal rye flour.
Snelle Jelle Zero Kruidkoek comes in individual bars; it isn’t a sliced breakfast cake.
No. According to the Netherlands Nutrition Centre, it can still contain naturally occurring sugars. Albert Heijn and Jumbo each list 4.9 g of sugars per 100 g for the AH, Peijnenburg and Snelle Jelle varieties discussed here.
If you’re choosing strictly vegan, look for an explicit label on the current packaging or ask the manufacturer to confirm. Albert Heijn labels AH Ontbijtkoek zero gesneden as vegan; for other varieties, the absence of milk or eggs from the ingredients list may not be enough on its own.
First compare the nutritional information per 100 g, then check how much you’ll actually eat. For the Peijnenburg variety discussed here, Jumbo lists a 28 g serving; for Snelle Jelle Zero Kruidkoek, it lists a 42 g bar. Albert Heijn gives a 30 g serving for AH Ontbijtkoek zero gesneden.
You can’t tell from the product name. If it matters to your choice, check the product information or ask the manufacturer which salt has been used in that particular breakfast cake.
