The brunch host looking for wholegrain and fibre
You want to serve a wholegrain breakfast cereal and compare the ingredients and nutritional values per 100 g, rather than relying on the front of the pack.
Who are these choices relevant to?
The host catering for guests with allergies
You’re serving several guests and need to check each product for ingredients or allergens that may affect them, such as wheat or other gluten-containing cereals.
The brunch-product comparer
You’re choosing between crunchy flakes and a warm bowl, and considering which pack size and serving style suit your brunch plans.
What should you look for when choosing?
First decide whether you want to serve flakes or a warm bowl. Then check the wholegrain description, nutritional values and ingredients that matter to your guests for each product.
| What to consider | What to check when buying | Who is this most important for? |
|---|---|---|
| Wholegrain and fibre | Read the wholegrain description and ingredients; compare fibre per 100 g across similar products. | If I want to serve wholegrain breakfast cereal, I want to know what it actually contains. Around 36% of consumers prioritise wholegrain and fibre. |
| Allergens | Check the current label for ingredients, allergens and any warnings. | If a guest needs to avoid certain ingredients, I need to be able to check what the product contains before serving it. For around 29% of consumers, this check is the top priority. |
| Texture and preparation | Choose the product type and, if necessary, read the preparation instructions: flakes are served differently from warm cereal. | For my brunch, it matters whether I want to offer a crunchy bowl or something warm and soft. This serving style is the top priority for around 21% of consumers. |
| Pack size and availability | Check the pack size and whether the product is available in your shop or through your preferred way of ordering. | If I’m shopping for several guests, I want to be able to find a suitable pack size. Around 14% of consumers prioritise this practical consideration. |
Common mistakes
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Assuming multigrain or bran means wholegrain
Having several types of grain or added bran doesn’t in itself mean that the entire grain base is wholegrain. For example, Kellogg’s lists rice, whole wheat and barley as ingredients in Special K Original.
Read the exact wholegrain description and ingredients list instead of relying on words such as ‘multigrain’ or ‘bran’.
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Comparing nutritional values per serving
Serving sizes can vary from one product to another, so the figures aren’t necessarily comparable.
Compare similar dry breakfast cereals using the nutritional information per 100 g, including fibre and sugars.
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Reading only the online product description
If someone has an allergy, the information on the pack of the product you’re going to serve is important. Albert Heijn also recommends reading the ingredients and allergy information on the packaging.
Check the current label before buying and again before serving, even if you’ve bought the product before.
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Assuming flakes and warm cereal are interchangeable
Brinta is made with warm milk and makes a soft bowl; it’s served differently from loose flakes with milk or yoghurt.
Choose the product type based on the texture you want to serve at your brunch.
Brands and shops to consider
Brinta
Wholegrain cereal for a warm, soft bowl instead of a serving bowl of crunchy flakes.
- Albert Heijn lists Brinta Volkoren graanontbijt as containing 100% whole wheat and 10 g of fibre per 100 g.
- This wheat product isn’t suitable for guests who need to avoid wheat or gluten-containing cereals.
Kellogg's
The range includes products such as All-Bran Flakes and Special K Original, with different ingredients and nutritional values.
- Kellogg's says a serving of All-Bran Flakes contains 4.3 g of wheat bran fibre.
- Kellogg's lists 37% whole wheat as an ingredient in Special K Original. Compare the full ingredients list and nutritional information if you’re looking for a wholegrain product.
Albert Heijn
Its own-brand range includes AH Bran flakes volkoren, alongside other breakfast cereals.
- Albert Heijn describes AH Bran flakes volkoren as whole wheat flakes.
- Check the label on the pack you buy for ingredients, nutritional values and allergens.
Jumbo
A shop range of different breakfast cereals, including cereal flakes, flakes and muesli.
- Jumbo’s listed range includes products such as Brinta and wholegrain porridge oats.
- A category or product name such as Special Flakes doesn’t confirm that a specific product is wholegrain; check the packaging.
ALDI / Golden Bridge
An own-brand range that includes a 7-grain wholegrain breakfast cereal.
- ALDI lists Golden Bridge 7-granen volkoren ontbijt in a 500 g pack.
- Check the label on this specific variety if you’re comparing ingredients, nutritional values or allergens.
Lidl
A shop option featuring a 7-grain breakfast cereal made with wholegrains.
- Lidl states that this 7-grain breakfast cereal is available in store only.
- Check the packaging to assess the ingredients, nutritional values and allergens in this variety.
Warm cereal on Joybuy
This product is a good fit if you want a warm, soft bowl for Easter brunch; if you’d rather serve crunchy flakes, look for a different product type.
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Brinta Volkoren graanontbijt 500 g
For a warm, soft brunch bowl instead of crunchy flakes.
Albert Heijn lists this Brinta variety as containing 100% whole wheat and 10 g of fibre per 100 g. The product contains wheat and gluten-containing cereals; if you have an allergy, check the current label too.
Frequently asked questions
How can I recognise wholegrain breakfast cereals?
Look for a wholegrain description and check which cereals are listed in the ingredients. The Netherlands Food and Consumer Product Safety Authority links the term ‘wholegrain’ to a grain ingredient made entirely from wholemeal flour; a multigrain name doesn’t provide that information.
Are multigrain flakes automatically wholegrain?
No. ‘Multigrain’ doesn’t tell you how much of the grain used is wholegrain. Check the ingredients of the specific flakes before choosing them as a wholegrain option for Easter brunch.
How do I compare fibre and sugars in breakfast cereals?
Compare similar products per 100 g, not just per serving. The Netherlands Nutrition Centre recommends using the nutrition table to compare fibre and sugars in breakfast cereals.
What should I do with allergen information when serving guests?
Read the allergen information on the packaging of every product you serve and keep it available for your guests. For cereal products in particular, check which types of grain are used and whether there are any other allergens that may affect them.