Breakfast eaters who check wholegrains and fibre
You're looking for cereal for several mornings and want to assess the proportion of wholegrain cereals and the amount of fibre. Sugars, salt and the usual serving size matter too.
Who are these breakfast products for?
Families comparing sugars
You're choosing flakes for a shared breakfast during the week and want to compare sugars per 100 g, rather than relying solely on a wholegrain or fibre claim on the front of the pack.
Weekly shoppers planning their stock
You want to know whether the pack size will cover the number of breakfasts your household needs. The ingredients and nutritional information are still important if you eat the same product regularly.
What should you compare when doing the weekly shop?
Start with the type of grain and the form of the product: crunchy flakes aren't the same as porridge or other breakfast cereals. Then compare similar products per 100 g and check whether the pack will last for your needs throughout the week.
| What to consider | What should you check? | Who is this important for? |
|---|---|---|
| Wholegrain cereals and fibre | Check the type of wholegrain cereal and the proportion listed in the ingredients; compare fibre per 100 g. | If I'm eating flakes for several mornings, I want to know which grain they contain and how much fibre the product provides. For around 33% of consumers, this combination comes first. |
| Pack size for the week | Check the pack weight and think about how many breakfasts your household wants to make from it. | When doing the weekly shop, I want to buy enough without choosing a bigger pack than we'll use. Around 25% of consumers prioritise planning their stock this way. |
| Sugars and ingredients | Compare sugars and salt per 100 g, and check the ingredients list for sweeteners. | If I want to limit sugars, I also want to know what other ingredients the flakes contain and how much salt is in them. Around 25% of consumers put this consideration first. |
| Allergens | Check the types of grain, allergen information and any cross-contamination warning on the current pack. | If an allergen is relevant to my household, I need to be able to check the information for this specific product. For around 17% of consumers, suitability is their main concern. |
Common mistakes
-
Reading only the front of the pack
A wholegrain or fibre claim doesn't tell you everything about the product. For example, Jumbo Special Flakes contains 1.3 g of sugars, but also 1.15 g of salt per 100 g and the sweetener maltitols, according to Jumbo.
Compare fibre, sugars and salt per 100 g, then read the ingredients list.
-
Assuming all crunchy flakes are wholegrain
The type of grain and the proportion of wholegrains vary from product to product. According to Kellogg's, Special K Original contains 37% wholewheat and has rice as its main ingredient; the brand's Corn Flakes are made from maize.
Check the ingredients list for the specific grains and any wholegrain percentages.
-
Guessing allergens from the product name
A name such as ‘wholegrain’ doesn't tell you which cereals containing gluten are in the product. For example, Jumbo lists wheat and cereals containing gluten in Brinta Wholegrain Breakfast Cereal.
Check the allergen information and any cross-contamination warning on the pack you buy.
Brands to consider
Albert Heijn
AH Wholegrain Bran Flakes are a crunchy wheat-based option in a 500 g pack.
- Albert Heijn lists 74% wholewheat, 13% wheat bran and 15 g of fibre per 100 g.
- The same product information lists 13 g of sugars and 0.55 g of salt per 100 g. Check the allergen information on the pack too.
Jumbo
Jumbo Special Flakes are made with wholewheat and rice.
- Jumbo lists 53% wholewheat, 1.3 g of sugars and 7.2 g of fibre per 100 g.
- The ingredients include maltitols; the nutritional information lists 1.15 g of salt per 100 g.
Brinta
Brinta Wholegrain Breakfast Cereal is a wheat-based breakfast product that you prepare as porridge, not crunchy breakfast flakes.
- According to Jumbo's product information, the ingredients are wholemeal wheat flour and salt; the product contains 10 g of fibre per 100 g.
- Its different format means it's not a direct alternative if you're looking for crunchy flakes. It contains wheat and cereals containing gluten.
Kellogg's
The range includes All-Bran Flakes, Special K Original and Corn Flakes, made with different grains.
- Kellogg's describes All-Bran Flakes as wholewheat flakes with wheat bran and lists 4.3 g of wheat bran fibre per serving.
- According to Kellogg's, Special K Original contains 37% wholewheat, with rice as its main ingredient. Corn Flakes contain 3.0 g of fibre per 100 g; assess each product individually.
ALDI / Golden Bridge
According to ALDI, Golden Bridge 7-Grain Wholegrain Breakfast Cereal is a breakfast cereal in a 500 g pack.
- The product name makes clear that it's a 7-grain variety.
- Check the pack for the grains, product format, ingredients and nutritional information before comparing it with crunchy flakes.
Lidl
Lidl lists a 7-grain breakfast cereal with wholegrains in a 300 g pack.
- The stated pack size can help you plan for several breakfasts.
- Check the packaging to see which grains it contains, what form the product takes, and which nutritional values and allergens are listed.
Related Joybuy products
Related products coming soon.
Frequently asked questions
How do I compare flakes when the serving sizes on the packs differ?
Compare similar breakfast cereals per 100 g. The Netherlands Nutrition Centre recommends comparing sugars and fibre this way; then consider the serving size you usually have.
Does a fibre claim tell me enough about breakfast flakes?
No, a fibre claim doesn't describe the product's full composition. Compare sugars and salt per 100 g too, and check which grains and other ingredients the product contains.
Can I tell from ‘wholegrain’ whether flakes are gluten-free?
No, wholewheat and other cereals containing gluten can be found in breakfast products. Check the ingredients, allergen information and any gluten-free label on the specific pack; don't judge suitability from the product name.
What should I look for in a cross-contamination warning?
If the allergen in question is relevant to your household, read any warning on the current pack. Consider it alongside the ingredients and allergen information, as a similar product name doesn't confirm what's in the specific product.