Shoppers comparing fibre
You want crunchy wholegrain flakes, so you compare the fibre content per 100 g. Check the sugar content at the same time: a higher fibre value doesn’t tell you anything about how much sugar a product contains.
Who is this comparison for?
Shoppers watching their sugar intake
You’re looking for wholegrain breakfast cereals where sugar content is a priority. Alongside the nutrition table, read the ingredients list if you want to check for added sugars or sweeteners.
Online shoppers checking allergens
You need to be able to check which allergens a specific product contains before buying. Review the online ingredients information, then read the label on the pack you receive, as the ingredients may change.
What should you look for when choosing?
First decide whether you want loose, crunchy flakes or would also consider porridge and breakfast biscuits. Then compare the ingredients and nutritional values of products in your preferred category on a like-for-like basis: per 100 g.
| What to consider | What to check before buying | Who is this important to? |
|---|---|---|
| Wholegrains and fibre | Check which grains are wholegrain and compare the stated fibre content per 100 g. | I want wholegrain flakes and give fibre content significant weight when choosing; around 33% of consumers prioritise this combination. |
| Sugars and sweeteners | Compare sugars per 100 g and check whether the ingredients list mentions added sugars or sweeteners. | Sugar content matters more to me at breakfast than a difference in fibre; around 27% of consumers prioritise this. |
| Allergens and ingredients | Check the allergens and any warnings about possible traces on the current product page and, once it arrives, on the label. | I need to check whether the exact product contains ingredients I avoid; around 20% of consumers put this check first. |
| Product type and online ordering | Choose between flakes, porridge and biscuits, and check delivery options for your postcode before you check out. | The cereal needs to suit how I want to prepare and eat it, as well as my order; this is the first consideration for around 20% of consumers. |
Common mistakes
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Assuming ‘wholegrain’ means ‘low in sugar’
A wholegrain product can still contain a significant amount of sugar. According to Albert Heijn’s product information, AH Bran flakes volkoren contains 15 g of fibre and 13 g of sugars per 100 g.
Compare fibre and sugars separately per 100 g, then check whether the product type suits your breakfast.
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Looking only at the front of the pack
A prominent claim about wholegrains or added sugars won’t tell you which sweeteners or allergens a product contains, or how much salt it has.
When ordering online, open the full ingredients list, allergen information and nutrition table for the product you’ve chosen.
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Treating flakes, porridge and biscuits as the same kind of breakfast
Brinta Volkoren graanontbijt is intended for a soft bowl of cereal, while Weetabix Original comes in biscuit form. Neither offers the same loose, crunchy texture as flakes.
Decide which type you want before comparing the nutritional values of the remaining options.
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Not checking the label after delivery
Changes to a product may mean its ingredients and allergen information differ from what you read online earlier.
Check the pack you actually received before using the product, especially if you need to avoid an allergen.
Brands and ranges to consider
These examples show how much breakfast cereals can vary in product type and ingredients. Always check the information for the specific product you want to order.
Brinta
Wholegrain wheat cereal for anyone considering a soft or hot bowl instead of crunchy flakes.
- Jumbo’s product information describes Brinta Volkoren graanontbijt as 100% wholegrain wheat.
- This product isn’t made up of loose, crunchy flakes and contains wheat.
Kellogg's
A breakfast cereal brand with a range of product types and grain combinations.
- Albert Heijn’s product information lists wholegrain oats as the main ingredient in Kellogg's Oaties Original Crunch.
- The same product is listed as containing 8.4 g of fibre and 20 g of sugars per 100 g. Consider both values when comparing it with other options.
Albert Heijn
A supermarket offering its own-brand bran flakes as well as breakfast cereals from other brands.
- According to Albert Heijn’s product information, AH Bran flakes volkoren contains 74% wholegrain wheat and 15 g of fibre per 100 g.
- The same product contains 13 g of sugars per 100 g. Albert Heijn also advises checking the current label if product information changes.
Jumbo
A supermarket offering both flakes and wholegrain cereals for a softer preparation.
- Jumbo lists Special Flakes as containing 53% wholegrain wheat and 1.3 g of sugars per 100 g.
- According to the ingredients list, Special Flakes contains maltitols. Jumbo Ontbijtpap Volkoren is a different type of product and shouldn’t be assessed as a flakes option.
Golden Bridge (ALDI)
ALDI’s own brand includes Special Flakes Naturel, as well as a separate 7-grain wholegrain breakfast cereal.
- The two product types give you options for comparing flakes and a different wholegrain cereal separately.
- Check whether the product you want can be ordered and delivered online to your postcode.
Breakfast cereals on Joybuy
This selection includes crunchy cruesli and wholegrain cereal for a softer preparation. First choose the type you want to eat, then check the details for the specific product and the delivery options for your postcode.
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Quaker Zs Cruesli Nuts & Seeds 720 g
A crunchy cereal mix with nuts and seeds. Before ordering, compare the nutritional values per 100 g and check the allergen information if you avoid certain ingredients.
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Quaker Zs Cruesli Raisin & Hazelnut 400 g
For anyone who enjoys crunchy cruesli with raisins and hazelnuts. Check the total sugars per 100 g, even if you’re mainly watching out for added sugars, and read the allergen information.
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Brinta Whole Wheat Cereal Breakfast 500 g
For anyone who wants a soft or hot bowl of wholegrain cereal instead of crunchy flakes. Check the current ingredients and allergen information if you need to avoid wheat.
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Quaker Oatmeal 600 g
For anyone looking for oats to prepare as a soft or hot breakfast, rather than loose, crunchy flakes. When choosing, read the ingredients and check the current pack for any allergen warnings.
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Quaker Cruesli 4 Nuts 450 g
For anyone considering crunchy cruesli with nuts. Check the pack you receive to see which nuts it contains and the wholegrain percentage for this product; compare the sugars per 100 g too.
Frequently asked questions
Does ‘wholegrain’ mean breakfast flakes are low in sugar?
No. According to Albert Heijn’s product information, AH Bran flakes volkoren contains 13 g of sugars per 100 g, while Jumbo lists 1.3 g per 100 g for Special Flakes. Compare the ‘of which sugars’ line for the exact products and read their ingredients lists too.
How can I tell online which grains are wholegrain?
Read the ingredients list for the specific product and check whether the proportion of wholegrains is stated. For example, Jumbo lists Special Flakes as containing 53% wholegrain wheat. That percentage doesn’t tell you how much fibre or sugar the product contains, so compare the nutritional values per 100 g too.
Should I be able to check allergens before paying online?
Yes. Under EU Regulation 1169/2011, relevant mandatory food information, including allergen information, must be available before you complete a distance sale. For breakfast cereals, check the details for the exact product and read the label again once it’s delivered.
Is the information on the supermarket website enough after delivery?
Use the online information to help you choose before buying, but check the pack again when it arrives. Albert Heijn says that ingredients, nutritional values and allergen information may change as products are updated.
How should I store flakes after delivery?
Follow the storage instructions on the pack you receive. Albert Heijn recommends keeping AH Bran flakes in a cool, dark and dry place and sealing the pack well after opening. For another product, check its own label.