Breakfast lovers looking for wholegrains and fibre
You want to build your weekend breakfast around wholegrains and check the label to see which grain has been used and how much fibre the product contains per 100 g.
Who might find this choice useful?
Fans of a crunchy bowl
You enjoy flakes with yoghurt or milk, but want to compare the ingredients, sugars and salt as well as the texture.
Careful label checkers
Your choice depends mainly on sugars, sweeteners, salt or allergens. If you have a food allergy, the information on the pack you buy is what matters.
What should you look for when choosing?
First decide whether you want a soft grain base or crunchy flakes. Then compare products of the same type per 100 g: according to the Voedingscentrum, the ingredient present in the largest amount appears first in the ingredients list.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Wholegrains and fibre | Check which grain appears first in the ingredients list and compare the fibre per 100 g. | When I’m looking for a wholegrain base for my weekend breakfast, I don’t want to rely on the front of the pack alone. For around 42% of these consumers, wholegrains and fibre are the top priorities. |
| Sugars, salt and allergens | Check the sugars and salt per 100 g, and look at the ingredients and allergen information on the pack. | I want to know what’s going into my bowl alongside the grains and fibre, especially if I need to avoid an allergen. Around 33% of these consumers prioritise checking the label. |
| Texture and preparation | Check whether the product is intended to be prepared soft or served as flakes with milk or yoghurt; also check the serving size shown. | For my weekend bowl, it makes a difference whether I want warm porridge or something crunchy. Around 25% of these consumers prioritise how it’s served. |
Common mistakes
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Relying only on ‘wholegrain’ or ‘fibre’ claims on the front of the pack
The fibre content doesn’t tell you how much sugar the product contains too. Albert Heijn’s product information states that AH Bran flakes volkoren contains 15 g of fibre and 12 g of added sugars per 100 g.
Read the ingredients list and compare the fibre, sugars and salt on the same per-100 g basis.
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Taking ‘no added sugars’ as a complete description of the product
According to Jumbo’s product information, Jumbo Special Flakes contains maltitols and 1,15 g of salt per 100 g. So the sugar information doesn’t tell you about sweeteners or salt.
Check these separately, along with the fibre and any allergens.
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Comparing a serving value with a per-100 g value
Nutrition information may be shown per serving or per 100 g. Unless you’re using the same quantity as a basis, you can’t compare the figures directly.
First compare products per 100 g, then use the serving values to work out how much you want to serve.
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Skipping the allergen information on the pack
If you have a food allergy, the ingredients list or warning on a product page you viewed earlier may differ from the pack you eventually buy.
Before eating, check the allergen information and any ‘may contain’ warning on the pack.
Brands to consider
These examples show how features can vary between products; a value quoted for one product doesn’t automatically apply to other products from the same brand.
Brinta
Brinta Volkoren graanontbijt is an example for anyone looking for a soft grain base rather than crunchy flakes.
- According to the product information at Jumbo, this variety contains wholemeal wheat flour, with 10 g of fibre and 0,52 g of salt per 100 g.
- Its soft preparation doesn’t offer the texture of crunchy flakes; check the individual labels for other Brinta varieties.
Kellogg's
Special K Original and All-Bran Fibre Plus have different ingredients and nutritional values for you to compare with your own preference for flakes or bran.
- According to Kellogg's, Special K Original contains 37% wholegrain wheat and 6 g of fibre per 100 g; All-Bran Fibre Plus lists 27 g of fibre per 100 g.
- The product information also lists 15 g and 18 g of sugars per 100 g respectively. So don’t judge the fibre content in isolation from the rest of the label.
Albert Heijn
AH Bran flakes volkoren is a specific example to compare if you’re looking for wholegrain bran flakes to have with milk or yoghurt.
- Albert Heijn’s product information lists 74% wholegrain wheat, 13% wheat bran and 15 g of fibre per 100 g.
- The same variety lists 12 g of added sugars per 100 g; that figure should also factor into your decision.
Jumbo
Jumbo Special Flakes is an example for anyone looking for flakes with no added sugars who wants to assess sweeteners separately.
- According to Jumbo, this variety contains 53% wholegrain wheat, 1,3 g of sugars and 7,2 g of fibre per 100 g.
- The product information also lists maltitols and 1,15 g of salt per 100 g. The sugar claim doesn’t replace the need to check those details.
Breakfast cereals for a soft bowl
These Joybuy products are suited to a warm or soft breakfast bowl. If you’re specifically looking for crunchy flakes to have with yoghurt or milk, use the labels and points above to assess that type of product.
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Brinta Whole Wheat Cereal Breakfast 500 g
This cereal is suited to a warm, soft weekend bowl, rather than for anyone looking for crunchy flakes.
Check the ingredients, nutrition information per 100 g and allergens on the pack if they affect your choice.
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Quaker Oatmeal 600 g
This porridge is a good choice if you want to make a soft breakfast bowl rather than serve crunchy flakes.
If wholegrains or salt content are key to your decision, compare the information on the packaging.
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Brinta Oatmeal 450 g
This porridge is suited to a soft weekend bowl, rather than a breakfast where the flakes need to stay crunchy.
If wholegrains are essential to your choice, check whether the packaging describes the oats as wholegrain. Also read the latest allergen information.
Frequently asked questions
How can I check whether flakes are made with wholegrains?
Check which grain appears first in the ingredients list; according to the Voedingscentrum, this is the ingredient present in the largest amount. Then compare the fibre, sugars, saturated fat and salt per 100 g, rather than relying on the front of the pack alone.
Are flakes with no added sugars automatically the right choice for me?
Not necessarily: that information alone doesn’t tell you about salt, fibre or sweeteners. For example, according to Jumbo, Jumbo Special Flakes contains maltitols and 1,15 g of salt per 100 g. Consider which features matter for your breakfast.
What should I choose for a warm bowl, and what goes best with yoghurt?
Choose a product intended for soft preparation if you want warm porridge, and compare flakes if you’re after a crunchy bowl with yoghurt. Whatever you add to your bowl will change the ingredients and nutritional value of the complete breakfast.
What should I look out for if I have a food allergy?
Check the current ingredients and allergen information on the pack you buy, including any ‘may contain’ warning. The Voedingscentrum lists cereals containing gluten, including wheat, rye, barley and oats, among the allergens that must be clearly declared.