Who is this choice relevant to?

Hosts who are mindful of fibre

You want to serve breakfast cake as a sweet snack with drinks and compare how much fibre the slices actually contain, rather than relying on the word ‘wholemeal’ alone.

Households keeping an eye on sugar

You compare sugar per portion and, if you’re considering a variety with sweeteners, want to know which ingredients and warnings matter for your guests.

Hosts with a mixed group of guests

You’re looking for enough ready-to-serve slices and want to check in advance whether any guests need an alternative because of rye, gluten or other ingredients.

What should you look for when choosing?

Start with the nutritional values for the slice you plan to serve. Then work out how many portions you need and check that the ingredients are suitable for your guests.

What to consider What to check Who should pay particular attention?
Fibre and sugars Compare fibre and sugars per 100 g, and calculate the figures based on the weight of the slice you’re serving. For varieties with no added sugars, check the ingredients too. I want to serve a sweet snack with drinks while balancing fibre and sugars. For around 50% of consumers, this nutritional profile is the top priority.
Portions and ease of serving Check the stated number of portions, the size of each slice and whether the cake is already sliced. If I’m having several guests over, I want enough slices ready to serve without lots of cutting or too many leftovers. Around 30% of consumers prioritise ready-to-serve portions above all else.
Allergens and sweeteners Read the current ingredients and allergen information; if the variety contains xylitol, check the warnings on the packaging too. If guests have dietary requirements or there are pets nearby, I want to know in advance which cake is safe to serve or should be kept separate. Ingredients and allergens are the main consideration for around 20% of consumers.

Common mistakes

  • Relying on the word ‘wholemeal’ alone

    The nutritional values vary. The standard wholemeal varieties from AH, Jumbo and Peijnenburg in this comparison list between 5.1 and 8.2 g of fibre, and 34 to 39 g of sugars per 100 g.

    First compare the nutritional information per 100 g, then use the weight per slice to work out what you’ll actually be serving.

  • Assuming ‘no added sugars’ means ‘nothing else to consider’

    The Peijnenburg variety described here contains xylitol and polyols. The packaging warns that excessive consumption may have a laxative effect and states that xylitol is not suitable for animals.

    Make the ingredients information easy for guests to see, and keep this breakfast cake out of reach of pets.

  • Serving wholemeal breakfast cake as a gluten-free option

    The Peijnenburg, AH, Jumbo and PLUS wholemeal breakfast cakes described here list rye and/or gluten-containing cereals.

    For a guest who needs to avoid gluten or rye, provide a separate option with a label that meets their needs, and avoid cross-contamination when serving.

  • Assuming it contains iodine from baker’s salt

    The Netherlands Nutrition Centre says that bakers are not required to use baker’s salt. So you can’t assume that breakfast cake contains iodine from baker’s salt just because of the product category.

    Only rely on a claim about baker’s salt or iodine if it appears on the current product packaging.

Brands to consider

Peijnenburg

Peijnenburg offers both a standard sliced wholemeal breakfast cake and a no added sugars variety, with 12 slices in a 345 g pack.

  • Jumbo lists 17 g of fibre and 4.9 g of sugars per 100 g for the no added sugars variety.
  • That variety contains xylitol and polyols, with warnings about excessive consumption and animals. According to PLUS, the standard variety lists 5.1 g of fibre and 39 g of sugars per 100 g.

Jumbo

Jumbo’s own-brand range includes 475 g packs of sliced wholemeal breakfast cake, as well as a pack of six breakfast cake bars.

  • The 475 g sliced pack lists 19 portions, 8.2 g of fibre and 35.2 g of sugars per 100 g.
  • The own-brand products described list rye, gluten and wheat; don’t use them without checking the label if a guest needs to avoid these ingredients.

Albert Heijn

The AH own-brand sliced wholemeal breakfast cake comes in a 485 g pack, with 16 stated portions.

  • The product information lists 5.7 g of fibre, 34 g of sugars and 0.53 g of salt per 100 g.
  • Check the nutritional information and portion size on the pack you buy before comparing the figures per slice.

PLUS

PLUS sells its own-brand sliced wholemeal breakfast cake in a 485 g pack.

  • The product information lists 41% wholemeal rye flour, 5.7 g of fibre and 34.1 g of sugars per 100 g.
  • The packaging lists rye and gluten-containing cereals, and states that wheat, barley and oats may be present.

Koek & Bakker

ALDI lists a pre-sliced wholemeal breakfast cake from Koek & Bakker in a 485 g pack.

  • As it’s pre-sliced, you can arrange the slices straight on a serving platter.
  • Check the packaging for fibre, sugars and allergens before comparing this variety with other products.

Wholemeal breakfast cake on Joybuy

This pre-sliced wholemeal breakfast cake is a good fit for a get-together where you want to serve slices straight away. Also compare the portion size and ingredients on the packaging before choosing.

g'woon wholemeal breakfast cake, sliced, 485 g

g'woon wholemeal breakfast cake, sliced, 485 g

The pre-sliced format is ideal for a get-together where you want to serve slices straight away.

Pack size: 485 g. Check the current packaging for the number of slices, nutritional information per portion and allergen details before serving the cake to guests.

View on Joybuy

Frequently asked questions

Does ‘wholemeal’ also mean low in sugars?

No. According to their product information, the standard wholemeal breakfast cakes described here contain 34 to 39 g of sugars per 100 g. As well as sugars, compare fibre and the weight of the slice you’re serving.

What should I do with breakfast cake containing xylitol if there are pets around?

Keep the Peijnenburg variety with xylitol described here out of reach of pets. The packaging states that xylitol is not suitable for animals and advises contacting a vet immediately if it is eaten.

Can I serve these wholemeal breakfast cakes as gluten-free?

Not as a gluten-free option based on the products described here: the wholemeal breakfast cakes from Peijnenburg, AH, PLUS and Jumbo list rye and/or gluten-containing cereals. For a guest who needs to avoid gluten, choose a separate product and check the current label.

Does breakfast cake automatically contain iodine from baker’s salt?

No, you shouldn’t assume that. The Netherlands Nutrition Centre says that bakers are not required to use baker’s salt; check the packaging if information about baker’s salt or iodine is important to your choice.

How should I store breakfast cake once it’s opened?

Follow the storage instructions on the pack you buy. For the Peijnenburg variety described here, the advice is to store it in a cool, dry, dark place, preferably in an airtight tin or container.