Anyone comparing wholegrain content and fibre
You’re looking for a grain-based breakfast for Sunday and want to know which grains it contains and how much fibre it provides per 100 g. Also decide whether you’d prefer a soft or crunchy bowl.
Who is this guide for?
Anyone looking for less-sweet crunchy flakes
You want to keep eating flakes, but look beyond the front of the pack. Total sugars, added sugars where stated, salt and any sweeteners are all separate points to compare.
Anyone who needs to check ingredients and allergens
Before buying, check which grains and other allergens are listed on the specific product’s label. This is important for wholegrain breakfast cereals, too: the product name doesn’t tell you everything about its ingredients or any may-contain warning.
What should you look for when choosing?
For Sunday breakfast, first choose between a soft grain base and a crunchy bowl. Then compare the ingredients and nutritional information of products that match your preference, using the same per-100 g basis.
| What to consider | What to check before buying | Who is this important for? |
|---|---|---|
| Wholegrain cereals and fibre | Check which cereals are wholegrain and compare fibre per 100 g. | I mainly want to know what my grain-based breakfast is made of and how much fibre it contains. For around 36% of consumers, a wholegrain base comes first. |
| Sugars, salt and sweeteners | Compare sugars and salt per 100 g; check the ingredients list for added sugars and sweeteners. | With crunchy breakfast cereals, I want to judge for myself how sweet the ingredients are, without overlooking anything else. Around 29% of consumers pay the most attention to this comparison. |
| Texture and preparation | Check whether the product is intended for a soft or warm bowl, or can be served straight away as crunchy flakes or cruesli. | On Sunday, I want a choice between a warm bowl and something with an instant crunch. Breakfast style is the biggest factor for around 21% of consumers. |
| Ingredients and allergens | Read the current ingredients list, highlighted allergens and any may-contain warnings. | Before buying, I need to be able to check whether the cereals and other ingredients are suitable for me. For around 14% of consumers, checking the label is the top priority. |
Common mistakes
-
Assuming wholegrain flakes are automatically low in sugar
Wholegrain describes the cereal base, not the rest of the ingredients. Albert Heijn lists 12 g of added sugars per 100 g for AH Bran flakes volkoren; Kellogg's lists 15 g of total sugars per 100 g for Special K Original. These are different figures and shouldn’t be treated as the same value.
Compare the ingredients and nutritional information per 100 g, including sugars and salt, before choosing by flavour or brand.
-
Taking ‘no added sugars’ as a verdict on the whole product
According to Jumbo’s product information, Special Flakes contains maltitols and 1.15 g of salt per 100 g. So the statement about added sugars doesn’t cover all the product’s features that may matter to your choice.
As well as sugars, check the ingredients list, sweeteners, salt and fibre for the specific product.
-
Skipping the allergen check for breakfast cereals
A plant-based breakfast cereal may contain ingredients or traces that are relevant to some consumers. According to the Netherlands Food and Consumer Product Safety Authority, the specific type of cereal must be named in the ingredients list when it contains gluten.
Read the current label on the pack, including any warnings about the possible presence of other allergens. Don’t rely on the general product name alone.
Brands to consider
These brands offer different types of grain-based breakfast. Compare a porridge base, bran flakes and other crunchy products as individual products, rather than assuming every product from a brand has the same nutritional profile.
Brinta
A soft wholewheat base for anyone who isn’t looking for crunchy flakes.
- Jumbo lists wholewheat flour and salt as ingredients in Brinta Volkoren graanontbijt, with 10 g of fibre per 100 g.
- The soft texture offers a different eating experience from crunchy flakes.
Kellogg's
All-Bran Flakes and Special K Original are different product ranges, so compare them separately.
- Kellogg's lists wholegrain wheat flakes with wheat bran in All-Bran Flakes, providing 4.3 g of wheat bran fibre per serving.
- According to Kellogg's, Special K Original contains rice, 37% wholewheat and barley. The manufacturer also lists 15 g of sugars and 0.84 g of salt per 100 g.
Albert Heijn
AH Bran flakes volkoren is a crunchy option to compare by cereal base and nutritional value.
- Albert Heijn lists 74% wholewheat, 13% wheat bran and 15 g of fibre per 100 g.
- The same product information lists 12 g of added sugars and 0.52 g of added salt per 100 g.
Jumbo
The range includes both a soft wholewheat base and crunchy flakes.
- Jumbo Ontbijtpap Volkoren lists 99% wholewheat flour and 14.3 g of fibre per 100 g.
- Jumbo Special Flakes is a different product: its product information lists maltitols and 1.15 g of salt per 100 g. Don’t apply the porridge’s figures to these flakes.
Golden Bridge
ALDI’s own brand includes 7-grain wholegrain breakfast cereal and other types of breakfast cereal.
- ALDI lists Golden Bridge 7-grain wholegrain breakfast cereal in a 500 g pack.
- Check the individual product’s label for the types of cereal, nutritional values and allergens before comparing it with flakes.
Lidl
Lidl lists a 7-grain breakfast cereal with wholegrains as an alternative to traditional flakes.
- Lidl lists this breakfast cereal in a 300 g pack.
- Compare the ingredients, nutritional values and allergens on the current pack with those of the type of flakes you’re considering.
Joybuy products for your breakfast choice
These products include a soft wheat base, oatmeal and crunchy cruesli. Cruesli isn’t a classic bran flake: first choose the type of product you want, then check the label for the specific variety.
No image available
Brinta wholegrain breakfast cereal, 500 g
For anyone who wants a soft wheat base instead of crunchy flakes. According to Jumbo’s product information, Brinta Volkoren graanontbijt contains wholewheat flour and salt, and provides 10 g of fibre per 100 g. Check the label if wheat or gluten is relevant to your choice.
No image available
Quaker Zs Cruesli Raisin & Hazelnut, 400 g
A cruesli for anyone considering a crunchy bowl with raisins and hazelnuts, rather than classic flakes. Check the nutritional information on the pack before comparing fibre, sugars or salt per 100 g with other products; check the allergen information, too.
No image available
Quaker Oatmeal, 600 g
An oatmeal option for anyone who’d rather make a soft or warm breakfast bowl than eat crunchy flakes. Check the pack for ingredients, nutritional values and any information about other cereals.
No image available
Quaker Zs Cruesli Nuts & Seeds, 720 g
For anyone looking for crunchy cruesli with nuts and seeds instead of plain flakes. Use the current pack to compare nutritional values on a like-for-like basis, and read the allergen information before choosing.
No image available
Quaker Cruesli 4 Nuts, 450 g
A crunchy cruesli for anyone who wants nuts in their breakfast bowl and isn’t looking for classic flakes. Check the pack for wholegrain ingredients, nutritional values and allergens; compare sugars and salt per 100 g with other options.
Frequently asked questions
Do wholegrain flakes contain little sugar?
No. Wholegrain describes the cereal base and doesn’t automatically mean the product is low in sugar. Albert Heijn lists 12 g of added sugars per 100 g for AH Bran flakes volkoren; compare the ingredients and nutritional information of other products on the same basis.
For Sunday, should I choose a soft grain base or crunchy flakes?
Choose a soft grain base if that’s the kind of breakfast you want; go for flakes if crunch matters more to you. Brinta and Jumbo Ontbijtpap Volkoren are wheat products for a soft bowl, while AH Bran flakes offer a different texture. Then compare the ingredients and nutritional values of each product.
What should I look for when it comes to gluten and other allergens?
Read the current ingredients list and any may-contain warnings on the pack you buy. According to the Netherlands Food and Consumer Product Safety Authority, the specific type of cereal must be named when it contains gluten; the word wholegrain doesn’t replace this check.
How should I store flakes to keep them crunchy?
Seal the pack securely after use and follow the storage instructions for the specific product. Albert Heijn recommends keeping its Bran flakes in a cool, dark and dry place; check the label for other products.