Who is this choice relevant to?

Fibre-conscious hosts

You want to serve sliced breakfast cake and are comparing the amount of fibre per 100 g and per serving. ‘Wholemeal’ on the front of the pack doesn’t tell you how much fibre each cake contains.

People keeping an eye on sugar

You’re looking for a sweet slice to serve with drinks, but want to limit the amount of sugar on the label. The ingredients list matters too: a variety with no added sugars may contain a sweetener.

Hosts who check labels

You’re putting breakfast cake out for several people and want to know which allergens are present or may be present. Check the current packaging, especially if anyone needs to avoid cereals containing gluten or other allergens.

What should you look for when choosing?

If you’re serving it to a group, check the allergen information first. Then compare fibre and sugar on the same basis, and choose a pack size that suits the occasion.

What to consider What to check when buying Who it matters to
Fibre Compare fibre per 100 g and check how much a slice weighs according to the packaging. I want to be able to choose a sweet slice based mainly on its fibre content, rather than relying on the word ‘wholemeal’. This is the top priority for around 39% of consumers.
Sugars and sweeteners Read the ‘of which sugars’ figure per 100 g, and check the ingredients and warnings for varieties with no added sugars. When I put breakfast cake on the table, I mainly want to limit the amount of sugar and know which sweetener is used instead. This is the main concern for around 23% of consumers.
Allergens Check the current label for allergens and any ‘may contain’ statements. When sharing food, I want to avoid giving anyone something they can’t eat. That’s why around 23% of consumers put allergen checks first.
Easy to share Check whether the cake is sliced and whether the pack size suits the number of people eating. For a sharing board, I want to serve slices without extra cutting and avoid opening an awkwardly large pack. This is the most important factor for around 15% of consumers.

Common mistakes

  • Assuming wholemeal means low in sugar

    ‘Wholemeal’ describes the grain base, not the amount of sugar. For the regular wholemeal varieties compared here, Peijnenburg, Jumbo, Albert Heijn and PLUS list around 34 to 39 g of sugars per 100 g.

    If this is an important difference for you, compare the ‘of which sugars’ figures per 100 g.

  • Overlooking the warning about xylitol

    Peijnenburg lists xylitol in its sliced wholemeal variety with no added sugars. The product information warns that excessive consumption may have a laxative effect.

    Read the warning on the current packaging before serving this variety, especially if you’re planning to put out several slices.

  • Confusing vegan or lactose-free with gluten-free

    Albert Heijn describes the wholemeal breakfast cake reviewed here as vegan and lactose-free, but it also lists wholemeal rye flour. Those descriptions don’t mean the cake is gluten-free.

    If you’re buying for someone with an allergy or coeliac disease, check the allergen information and any ‘may contain’ statements on the packaging of the product you buy.

Brands compared

Peijnenburg

Peijnenburg lists both a regular sliced wholemeal breakfast cake and a sliced wholemeal variety with no added sugars.

  • According to the product information, the regular variety contains 5.1 g of fibre and 39 g of sugars per 100 g; the 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.

Albert Heijn

Sliced AH wholemeal breakfast cake is a supermarket own-brand option for anyone comparing a 485 g pack.

  • Albert Heijn lists 41% wholemeal rye flour, 5.7 g of fibre and 34 g of sugars per 100 g.
  • If you’re sharing it, check the current allergen information: wholemeal rye flour is an ingredient that contains gluten.

Jumbo

Jumbo lists wholemeal breakfast cake in a 280 g pack and a sliced version in a 475 g pack.

  • Jumbo lists 8.2 g of fibre per 100 g for both varieties reviewed.
  • The amount of sugars listed varies by variety: 35.5 g per 100 g for the 280 g pack and 35.2 g per 100 g for the sliced 475 g pack.

PLUS

PLUS lists a 485 g sliced wholemeal breakfast cake for anyone looking for a pack that’s easy to share.

  • According to PLUS, this variety contains 41% wholemeal rye flour, 5.7 g of fibre and 34.1 g of sugars per 100 g.
  • PLUS lists rye and possible traces of wheat, barley and oats. Check the current packaging if allergens are a concern.

Koek & Bakker

ALDI lists a 485 g sliced wholemeal breakfast cake under this brand, as well as a separate zero variety.

  • According to ALDI, the wholemeal variety is sold pre-sliced, making it easy to arrange on a sharing board.
  • Compare the ingredients and nutritional information on the packaging of the variety you choose; ‘zero’ refers to a separate product.

Wholemeal breakfast cake at Joybuy

This sliced wholemeal breakfast cake is a good choice if you want to serve slices straight from the pack on a sharing board. Before you choose, compare the nutritional information and allergen details on the current packaging.

g'woon sliced wholemeal breakfast cake, 485 g

g'woon sliced wholemeal breakfast cake, 485 g

For anyone who wants to arrange slices on a sharing board without cutting them first. The pack contains 485 g; if you’re sharing, check the nutritional information and allergens on the current label.

View at Joybuy

Frequently asked questions

Does wholemeal mean breakfast cake is low in sugar?

No. The regular wholemeal varieties from Peijnenburg, Jumbo, Albert Heijn and PLUS compared here list around 34 to 39 g of sugars per 100 g. If you want to compare varieties, check the ‘of which sugars’ figure in the nutritional information.

How do I serve breakfast cake on a sharing board?

A sliced pack makes it easy to arrange the slices; you can cut them into smaller pieces if you like. Check the pack to see how much a slice weighs if you want to compare nutritional values per serving.

Is wholemeal breakfast cake made with rye suitable for people with coeliac disease?

Breakfast cake made with rye isn’t suitable for people with coeliac disease, as rye contains gluten. Also check the current packaging for other allergens and any ‘may contain’ statements for the product you choose.

Does every Dutch breakfast cake contain iodised baker’s salt?

No, don’t assume it does unless the product information says so. In 2025, the RIVM reported that the use of iodised baker’s salt in products including baked goods is encouraged through an agreement; this doesn’t tell you what’s in every breakfast cake. If this matters to your choice, check the ingredients of the specific product.