If you want to assess the wholegrain content
You want to know which grains are wholegrain, so you’d rather check the ingredients or a stated percentage than judge by the look of the packaging.
Who might find this choice useful?
If you’re watching your added sugar intake
You want to serve something with a chocolate or cocoa flavour at brunch and are specifically looking for a product with no added sugars. You’ll also want to compare the sugar content per 100 g.
If you’re serving guests with allergies
You’re putting out a bowl for everyone to share, so you need to check the allergen information on the exact pack you’ve bought beforehand, including any warnings about possible traces.
What should you look for when choosing?
Start with the type of grain and any stated wholegrain percentage. Then compare sugars, fibre and fat per 100 g, and only then choose a shape that works with the yoghurt, fromage frais or milk you’ll be serving.
| What to consider | What to look for | Who it matters to |
|---|---|---|
| Verifiable wholegrain content | Look for wholegrain oats or wheat in the ingredients and compare any stated proportion of wholegrains. | If the grain content is my priority, I want to see what is actually wholegrain; around 42% of consumers make this their top consideration. |
| Added sugars | Read the ingredients and compare the ‘of which sugars’ figure per 100 g; no added sugars doesn’t mean sugar-free. | With other sweet dishes on the table, I mainly want to know whether sugar has been added to the cereal. This is the most important consideration for around 33% of consumers. |
| Serving and allergens | Choose between granola, muesli, flakes or hoops, and check the current label for allergens and possible traces. | When guests are helping themselves, I want to offer a suitable texture and be able to check what everyone can eat; this is the first consideration for around 25% of consumers. |
Common mistakes
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Treating ‘wholegrain’ as a complete guide to nutritional value
A stated wholegrain percentage doesn’t tell you how much sugar or fat the chocolate cereal contains. These values can vary between products.
After checking the ingredients, look at the sugars, fibre and saturated fat per 100 g in the nutrition table.
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Reading ‘no added sugars’ as ‘sugar-free’
A product with no added sugars can still contain naturally occurring sugars. Quaker Cruesli Zero Sugar Chocolate lists 3.4 g of sugars per 100 g.
Consider the claim alongside the ingredients and nutrition table, and decide how much you want to serve with the other brunch dishes.
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Putting out a shared bowl without checking allergens
The product varieties mentioned include wheat, oats and milk; some products also carry warnings about possible traces.
Check the label on the pack you’ve bought just before serving, and keep it handy for guests who want to read the ingredients.
Brands to consider
Kellogg's
Special K Pure Chocolate, for example, comes in flakes, making it a good choice if you don’t want to serve chunky granola.
- The product information for the chocolate flakes lists wholegrain wheat; Joybuy’s product information for the 300 g variety specifies 32% wholegrain wheat.
- The stated 17 g of sugars per 100 g makes it worth comparing the full nutritional values.
Quaker
The chocolate granola comes in varieties with different selling points: a stated wholegrain percentage or a no added sugars claim.
- Quaker Cruesli Chocolate lists 95% wholegrains; the Zero Sugar Chocolate variety makes a no added sugars claim.
- The regular chocolate variety lists 16 g of sugars and 19 g of fat per 100 g. The Zero Sugar variety contains naturally occurring sugars; if you’re serving guests, check the allergens too.
Jumbo
The cereal range includes different chocolate varieties, including crunchy muesli and flakes.
- The different product formats let you choose a texture that suits your brunch.
- For a specific product, compare the ingredients, nutritional values and allergens on the pack or product page; the format alone won’t tell you this.
Chocolate cereals at Joybuy
These products include granola, crunchy muesli and hoops with chocolate or cocoa for your Easter brunch. When choosing, focus on the differences in format, pack size and ingredients; one variety’s added sugars claim deserves particular attention.
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Quaker Cruesli Choco Zero Sugar, 400 g
A chocolate granola to consider if you’re specifically watching your added sugar intake. The information for this variety lists wholegrain oats and wheat, 3.4 g of sugars and 21 g of fibre per 100 g; ‘no added sugars’ doesn’t mean it contains no sugars. If you’re serving guests, check the label for wheat, oats, milk and possible traces of nuts, among other allergens.
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Holie's Crunchy Muesli Chocolate Chunks, 6 × 400 g
Crunchy muesli with chocolate pieces, ideal if you want to serve this style with yoghurt or fromage frais. This pack contains 6 × 400 g, so consider whether that quantity suits your needs. Check the ingredients and allergens on the pack you’ve bought before serving it to guests.
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Holie's Crunchy Loops Choco Crisp, 350 g
A ring-shaped alternative if you don’t want to serve muesli or flakes. Check the ingredients on the label to make sure it suits your preferred wholegrain content. The product information lists wheat and peanuts; before serving, also check for warnings about possible traces.
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Holie's Crunchy Muesli Protein Chocolate, 400 g
A chocolate muesli for anyone looking for a crunchy option. Don’t take the claim about added sugars at face value with this variety: the ingredients list agave syrup, brown rice syrup and invert cane sugar syrup. Read the current label carefully and check the allergen information if you’re serving guests.
Frequently asked questions
Are chocolate cereals automatically wholegrain?
No, the chocolate flavour tells you nothing about the grains used. Look for wholegrains in the ingredients and check for a percentage if one is stated. For example, Quaker Cruesli Chocolate lists 95% wholegrains, while the product information for Kellogg's 300 g chocolate flakes specifies 32% wholegrain wheat.
Does granola with no added sugars contain no sugar at all?
No. Quaker Cruesli Zero Sugar Chocolate states that it has no added sugars, but it does contain naturally occurring sugars: 3.4 g per 100 g. So, as well as checking the claim, read the ingredients and nutrition table.
Where can I find allergen information if I’m serving guests?
The Netherlands Food and Consumer Product Safety Authority requires allergen information to appear on the label of prepacked products. Check the label on the pack you’re actually serving, including any warnings about possible traces.
How can I keep opened cereal crunchy until Easter brunch?
Follow the storage instructions on the pack and seal it tightly after use. Store the cereal away from moisture and heat, as directed on the product packaging.