Commuters short on preparation time
If you need to get out of the door quickly, how much you still need to prepare matters. Cold cereal with milk or yoghurt and portions you can mix are alternatives to porridge, which you make as a warm bowl.
Who are these breakfast cereals practical for?
Shoppers who compare labels
You’re looking for wholegrain breakfast cereals, but you also want to compare sugars, fibre, salt and fat. According to the Voedingscentrum, breakfast cereals can vary considerably in these respects.
Shoppers keeping an eye on protein
If protein is an important factor in your choice, compare the nutritional information per 100 g and per serving. For high-protein options, check the ingredients and allergens too, including any wheat gluten.
What should you look for when choosing?
First decide whether you can eat it cold, simply mix it, or make a warm bowl at home. Then compare the ingredients and nutritional information within your chosen product type. This stops preparation time from automatically taking priority over everything else that matters to you.
| What to consider | Check | Who it matters to |
|---|---|---|
| Minimal preparation | Whether you need milk, yoghurt or water, and whether heating is required; for a breakfast drink, also check what the nutritional values are based on. | If I need to leave straight away, I don’t want to make a warm bowl first. Around 31% of consumers give minimal preparation top priority. |
| Ingredients and nutritional value | Which wholegrains are listed in the ingredients, and how fibre, sugars, salt and fat compare per 100 g in similar products. | I don’t want to rely on the word ‘wholegrain’ alone when choosing breakfast cereals. For around 31% of consumers, this comparison matters most. |
| Taste and texture | Whether you want porridge, muesli, flakes or granola, and which ingredients and allergens are in your chosen option. | I prefer a crunchy bowl to soft porridge, even if that means choosing a different option. Taste and texture come first for around 23% of consumers. |
| Protein | The protein content per 100 g and per serving, as well as the ingredients and allergens in the exact product. | I mainly compare breakfast cereals by their protein content and want to know which ingredients provide it. Protein is the most important factor for around 15% of consumers. |
Common mistakes
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Looking only at ‘wholegrain’
According to the Voedingscentrum, wholegrain breakfast cereals can vary in sugars, fibre, salt and fat. So the claim on the front of the pack doesn’t replace the nutritional information.
Read the ingredients list and compare nutritional values per 100 g with products of the same type.
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Assuming crunchy granola contains less energy
A claim about added sugar doesn’t, by itself, tell you the total energy or fat content. Quaker lists 416 kcal and 17 g of fat per 100 g for Cruesli Granola Zero Sugar Added Naturel.
Compare energy and fat per 100 g, and consider the portion you eat too.
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Comparing a prepared drink with dry breakfast cereal
Nutritional values for a drink that includes milk are based on something different from values for dry breakfast cereal. Albert Heijn lists the values for Brinta Wake-up! for a prepared serving with 175 ml of semi-skimmed milk.
Before comparing, check whether the values are for 100 g of dry product or a prepared serving.
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Skipping the allergen information
Breakfast cereals may contain cereals containing gluten or milk; with granola, nuts and warnings about possible cross-contamination may also be relevant.
If you have an allergy, check the current ingredients and allergen information on the packaging of the exact product.
Brands compared
Always compare the exact product within a brand: porridge, breakfast drinks, flakes and granola differ in how they’re prepared and how their nutritional values are presented.
Brinta
Brinta offers both a wholegrain cereal for a warm bowl and Wake-up!, a breakfast drink in sachets that you mix with water or milk.
- According to Albert Heijn, Brinta Volkoren graanontbijt contains wholemeal wheat flour and salt; the listed nutritional value is 10 g of fibre per 100 g.
- For Wake-up!, the stated nutritional values are for a prepared serving with semi-skimmed milk. Also check the information on sugars, milk and cereals containing gluten.
Quaker en Cruesli
Quaker offers crunchy granola and Cruesli options for anyone who wants to put together a cold breakfast with milk or yoghurt.
- Quaker lists wholegrain oat flakes and 22 g of fibre per 100 g for Cruesli Granola Zero Sugar Added Naturel.
- The same product lists 17 g of fat and 416 kcal per 100 g. For nut and seed options, check the allergens on the pack you choose.
Kellogg's
Special K Original is a flake cereal made with rice, wholemeal wheat and barley, designed to be eaten cold with milk or yoghurt.
- Kellogg's lists 37% wholemeal wheat and added vitamins and iron for Special K Original.
- The stated values per 100 g are 15 g of sugars, 6.0 g of fibre and 0.84 g of salt; compare these with other products in the same category.
Nestlé Cereals
Nestlé describes breakfast cereals made with wholemeal wheat and oats in its Fitness range.
- According to Nestlé Ontbijtgranen, wholegrain is the main ingredient in its breakfast cereal range, as described on its Dutch-language brand page for Belgium.
- For a specific product, check the ingredients, nutritional information and availability with the retailer you plan to buy from.
Albert Heijn
The own-brand range includes wholegrain muesli and crunchy muesli as options to compare.
- You can compare the ingredients and nutritional values of the exact product with other muesli.
- Albert Heijn says product information may change, so check the current packaging, including the allergen information.
Products for different morning routines
These Joybuy products include cold muesli and Cruesli options, as well as cereal breakfasts you could also enjoy as a warm bowl. First choose the preparation style that works for you, then check the packaging of the exact product.
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Holie's Crunchy Muesli Chocolate Chunks, 6 × 400 g
An option if you want cold muesli with milk or yoghurt and don’t want to heat anything.
The pack contains 6 × 400 g. If you have allergies, check the current information on cereals, milk, nuts and peanuts.
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Holie's Crunchy Muesli Protein Chocolate, 400 g
A cold muesli option to compare if protein is an important factor in your choice.
The pack contains 400 g. Compare the nutritional information per 100 g and per serving; this product contains wheat protein and wheat gluten, so it isn’t suitable if you’re looking for a gluten-free option.
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Quaker Zs Cruesli Natural, 400 g
An option for a cold bowl with yoghurt when you don’t have much time to prepare breakfast.
The pack contains 400 g. As well as sugars, compare fat and the other nutritional values, and check the current packaging if you have allergies.
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Leev Dutch Oatmeal, 450 g
An oat option if you want to mix breakfast with milk, yoghurt or quark in the morning without heating it.
The pack contains 450 g. The description and allergen information conflict about gluten; if gluten matters to you, check the current packaging before buying.
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Brinta Whole Wheat Cereal Breakfast, 500 g
A cereal breakfast for anyone with time at home to make a warm bowl with water or milk.
The pack contains 500 g. Making it hot takes more steps than preparing a cold mix; check the packaging for wheat and gluten.
Frequently asked questions
Is ‘wholegrain’ enough to help you choose breakfast cereals?
No, check the nutritional information for the exact product too. According to the Voedingscentrum, breakfast cereals vary in sugars, fibre, salt and fat, so it’s best to compare products of the same type per 100 g.
What’s practical if I’m short on time in the morning?
Cold muesli or granola is practical if you have milk or yoghurt to hand; a breakfast drink needs mixing, while hot porridge takes time and a bowl. Choose based on what you can realistically prepare before you leave.
How do I compare a breakfast drink with dry breakfast cereal?
First check whether the nutritional values are for a dry product or a prepared serving. For Brinta Wake-up!, Albert Heijn lists values for a serving prepared with 175 ml of semi-skimmed milk; these can’t be directly compared with values per 100 g of dry breakfast cereal.
Should I always check allergens in breakfast cereals?
Yes, if you have an allergy, check the packaging of the exact product before eating it. Wheat, milk and nuts may be relevant, and you should also look out for warnings about possible cross-contamination.
Does granola with no added sugar always contain less energy?
No, that claim alone doesn’t tell you how much energy or fat it contains. Quaker lists 416 kcal and 17 g of fat per 100 g for Cruesli Granola Zero Sugar Added Naturel; compare the full nutritional information and the portion you eat.