Who is this choice relevant to?

Fibre-conscious top-up shoppers

Households that focus mainly on fibre when doing a quick top-up shop, comparing the nutritional information per 100 g with the proportion of wholemeal rye flour and the sugar content.

Sugar-conscious snack shoppers

Shoppers who want to know how much sugar regular wholemeal breakfast cake contains and which ingredients are used in a variety with no added sugars.

Convenience-focused shoppers stocking up

Shoppers looking for breakfast cake for a lunchbox, to eat on the go or as a snack, who are mainly concerned with finding a suitable pack and pre-sliced portions, without overlooking the ingredients and allergens.

What should you look for when choosing?

First, check that the ingredients suit you. Then compare the nutritional values on the same basis and choose a pack that fits the occasions you’re stocking up for.

What to consider What should you check? Who is this most important for?
Fibre Compare the fibre per 100 g and check which wholemeal flour is listed in the ingredients. When I’m doing a quick top-up shop, I mainly want to compare the fibre content of different wholemeal breakfast cakes without relying on the front of the pack. Fibre is the top priority for around 36% of shoppers.
Sugars Check the sugars per 100 g and per slice. For varieties with no added sugars, read the ingredients too. If I’m keeping an eye on sugar, I want to know how much is in my usual slice and whether the cake contains another sweetener. Sugar is the main consideration for around 29% of shoppers.
Packaging Compare the net weight and check whether the breakfast cake is pre-sliced. If I’m buying for just a few occasions, I don’t want to take home a pack that doesn’t suit my plans. Pre-sliced portions can also be practical. Around 21% of shoppers prioritise this packaging convenience.
Ingredients and allergens Read the current allergen information and check for sweeteners if they’re relevant to your choice. If I need to avoid rye, gluten or a particular sweetener, I need to know before weighing up the nutritional values or pack size. For around 14% of shoppers, checking the ingredients comes first.

Common mistakes

  • Assuming ‘wholemeal’ means ‘low in sugar’

    Wholemeal on its own doesn’t tell you how much sugar a breakfast cake contains. According to product information from Peijnenburg, Jumbo and PLUS, their regular wholemeal varieties contain 39 g, 35.5 g and 34.1 g of sugars per 100 g, respectively.

    Compare the nutritional information per 100 g, then check how much sugar is in the slice you actually plan to eat. For a variety with no added sugars, also check which sweeteners it contains.

  • Comparing fibre per slice only

    Slices can vary in weight. So comparing them by the slice doesn’t necessarily show which product contains more fibre for the same weight.

    Compare products using fibre per 100 g, then check the nutritional values per serving for your own eating occasion.

  • Checking for rye and gluten only after buying

    Rye or other gluten-containing cereals are relevant ingredients in the wholemeal breakfast cakes reviewed. So a choice based on fibre or packaging may not be suitable for anyone who needs to avoid these ingredients.

    Before buying, read the allergen information on the current packaging, including any warnings about the possible presence of other ingredients.

  • Assuming all breakfast cakes contain iodised baker’s salt

    Information about baker’s salt doesn’t tell you which salt is used in an individual breakfast cake.

    If iodine is relevant to your choice, check the ingredients of the specific product or ask the manufacturer.

Brands to consider

These brands offer examples of different pack sizes and recipes. The nutritional values listed apply to the individual products, not the brand’s entire range.

Peijnenburg

Offers both regular wholemeal breakfast cake and a wholemeal variety with no added sugars. The difference matters if you want to consider fibre, sugars and sweeteners together.

  • Peijnenburg states that its regular wholemeal variety contains 5.1 g of fibre and 39 g of sugars per 100 g. Its variety with no added sugars lists 17 g of fibre and 4.9 g of sugars per 100 g.
  • The variety with no added sugars contains xylitol. The product information warns that excessive consumption may have a laxative effect.

Jumbo

The 280 g wholemeal pack is an option if you’re looking for a smaller pack for a quick top-up shop.

  • Jumbo lists around 11 servings, 35.9% wholemeal rye flour and 8.2 g of fibre per 100 g for this product.
  • According to Jumbo, the same product contains 35.5 g of sugars per 100 g, as well as rye, wheat and gluten.

Albert Heijn

The 275 g pack of sliced wholemeal breakfast cake suits anyone looking for a smaller pack that’s ready to eat.

  • Albert Heijn lists 17% wholemeal rye flour for this variety.
  • The ingredients include gluten-containing cereals. Check the packaging for the current ingredients and nutritional information.

PLUS

The 485 g pack of sliced wholemeal breakfast cake is a larger option if you want enough for several occasions.

  • PLUS lists 41% wholemeal rye flour and 5.7 g of fibre per 100 g for this variety.
  • According to PLUS, the product contains 34.1 g of sugars and 0.53 g of salt per 100 g. Also check the allergen information for rye and the possible presence of other cereals.

Koek & Bakker

ALDI’s own brand offers a 485 g pack of pre-sliced wholemeal breakfast cake for anyone who prioritises pack size and convenience.

  • ALDI lists a 485 g pack with pre-sliced portions.
  • Read the label before comparing this cake with another product for fibre, sugars or allergens.

Wholemeal breakfast cake on Joybuy

This sliced wholemeal breakfast cake is an option if you’re looking for a pack to enjoy over several occasions when doing a quick top-up shop. Check the packaging to compare nutritional values and allergens.

g'woon sliced wholemeal breakfast cake, 485 g

g'woon sliced wholemeal breakfast cake, 485 g

For anyone looking to pick up pre-sliced wholemeal breakfast cake during a quick top-up shop. The pack contains 485 g. Check the nutritional information on the packaging before comparing fibre and sugars per 100 g. Also read the allergen information if rye or gluten is relevant to your choice.

View on Joybuy

Frequently asked questions

Is wholemeal breakfast cake automatically low in sugar?

No. The Netherlands Nutrition Centre lists 11.1 g of sugars for a 30 g slice of wholemeal breakfast cake. The regular wholemeal varieties reviewed from Peijnenburg, Jumbo and PLUS list 39 g, 35.5 g and 34.1 g of sugars per 100 g, respectively. Compare products on the same basis, then check the size of your slice.

What does ‘no added sugars’ mean on breakfast cake?

It doesn’t mean the breakfast cake contains no sugars or sweeteners. Peijnenburg lists 4.9 g of sugars per 100 g for its wholemeal variety with no added sugars and uses xylitol. According to the product information, excessive consumption may have a laxative effect.

Can I choose wholemeal breakfast cake if I need to avoid gluten?

If you need to avoid gluten, don’t rely on the word ‘wholemeal’. Rye or other gluten-containing cereals are relevant ingredients in the products reviewed. Check the current ingredients and allergen information for the specific pack.

Can I rely on breakfast cake for iodine?

Not without confirmation for the specific product. The Netherlands Nutrition Centre describes the use of iodised baker’s salt in bread, but that doesn’t tell you whether your breakfast cake contains it. Check the ingredients or ask the manufacturer.

How should I store an opened breakfast cake?

Follow the storage instructions on the packaging. For its sliced wholemeal variety, Albert Heijn recommends storing it in a sealed container once opened; Jumbo advises keeping its wholemeal variety in a cool, dry place.