Who is this choice relevant to?

Fibre-conscious festival planners

You want to take wholemeal breakfast cake with you and compare the fibre per 100 g, rather than relying on the wording on the front of the pack.

People keeping an eye on sugars

You compare the sugars per 100 g and, for a no added sugar variety, also want to know which sweeteners or polyols it contains.

Households planning to hand out slices

You choose a pre-sliced cake and a pack size to suit the number of people, and think about how to store any leftovers once opened.

What should you look for when buying?

Start by checking that it is labelled wholemeal, then compare the nutrition information on the same per-100 g basis. Next, choose a pack you can share out at the festival and check the ingredients for the people you’ll be handing it out to.

What to considerWhat to check when buyingWho it matters to
Wholemeal and fibre Read the product description and ingredients list; compare the fibre per 100 g. I want to know whether the cake is wholemeal and how much fibre it contains. This is the most important factor when choosing for around 31% of consumers.
Sugars and sweeteners Compare ‘of which sugars’ per 100 g and, for no added sugar varieties, read the ingredients and warnings. If I’m watching my sugar intake, I also want to know whether the cake contains sweeteners. Around 31% of consumers prioritise this consideration.
Serving and storage Check whether the cake is pre-sliced, how much the pack contains and what the label says about storage. I want to hand out slices at the festival without having to cut them first, using a pack that’s the right size for the group. Convenience comes first for around 23% of consumers.
Ingredients and allergens Read the current allergen information, especially if anyone needs to avoid rye, gluten or other ingredients. If I’m bringing something for other people, I want to check which ingredients they need to avoid. This is the main concern for around 15% of consumers.

Common mistakes

  • Assuming wholemeal means low in sugars

    Peijnenburg lists 39 g of sugars per 100 g for its regular sliced wholemeal breakfast cake and 4.9 g per 100 g for its no added sugar variety. So the wholemeal label doesn’t tell you how much sugar a variety contains.

    Compare ‘of which sugars’ and fibre per 100 g, then decide which figure matters more to you.

  • Judging by the colour or front of the pack

    Brown packaging or a claim about fibre is no substitute for checking the product description. In July 2024, the Netherlands Food and Consumer Product Safety Authority highlighted products that had been incorrectly labelled as wholemeal.

    Check the wholemeal description and ingredients list on the current pack.

  • Overlooking the warning about xylitol

    Peijnenburg’s no added sugar wholemeal variety contains xylitol and 24 g of polyols per 100 g. The product information warns that excessive consumption may have a laxative effect.

    Read the warning before handing it out, and keep cake containing xylitol out of reach of pets.

  • Looking only at the size of the wrapper

    A 485 g pack of sliced cake and a smaller 280 g pack suit different group sizes. You’ll also need to be able to store any leftover slices after opening.

    Choose a pack size to match the number of slices you want to hand out, and follow the storage instructions on the pack.

Brands compared

Peijnenburg

Offers 345 g packs of sliced wholemeal breakfast cake, both regular and no added sugar.

  • Peijnenburg lists 17 g of fibre and 4.9 g of sugars per 100 g for its no added sugar variety; its regular wholemeal variety contains 5.1 g of fibre and 39 g of sugars per 100 g.
  • The no added sugar variety contains xylitol and 24 g of polyols per 100 g; excessive consumption may have a laxative effect.

Albert Heijn

Offers a 485 g pack of sliced wholemeal breakfast cake; the product page lists 16 servings of 30 g.

  • Albert Heijn lists 41% wholemeal rye flour and 5.7 g of fibre per 100 g for this variety.
  • The same product information lists 34 g of sugars per 100 g. When handing it out, check the allergen information for rye and cereals containing gluten.

Jumbo

Offers a 280 g pack of sliced wholemeal breakfast cake, with around 11 servings according to the product page.

  • Jumbo lists 35.9% wholemeal rye flour and 8.2 g of fibre per 100 g for this variety.
  • The product information lists 35.5 g of sugars per 100 g and names rye, wheat and gluten as allergens.

PLUS

Offers sliced wholemeal breakfast cake in a 485 g wrapper.

  • PLUS lists 41% wholemeal rye flour and 5.7 g of fibre per 100 g for this variety.
  • The product page lists 34.1 g of sugars per 100 g. Compare fibre, sugars and ingredients separately, even if you’re also looking at the listed Nutri-Score D.

ALDI (Koek & Bakker)

Lists a 485 g pack of pre-sliced wholemeal breakfast cake.

  • The pre-sliced pieces can be handed out without a knife.
  • Check the nutrition information and allergens on the pack when comparing this variety with other cakes.

Lidl

Lists a 485 g pack of sliced wholemeal breakfast cake as a store product.

  • The sliced format is handy for handing out pieces at the festival.
  • For a comparison of fibre, sugars and ingredients, read the label in store.

Sliced wholemeal breakfast cake at Joybuy

If you want to hand out slices at the festival, this is a 485 g pack of sliced wholemeal breakfast cake. Compare the nutrition information and check the allergens on the current pack.

g'woon sliced wholemeal breakfast cake, 485 g

g'woon sliced wholemeal breakfast cake 485 g

This sliced breakfast cake is a handy choice if you want to hand out pieces at the festival.

Pack size: 485 g.

Compare fibre and sugars on the same basis, for example per 100 g on the label. Before handing it out, check the current allergen information on the pack, especially if anyone needs to avoid rye.

View at Joybuy

Frequently asked questions

How can I tell if breakfast cake is wholemeal?

First, check whether ‘wholemeal’ appears in the product description, then read the ingredients list. Also compare the fibre per 100 g on the current pack when making your choice. A brown colour or a claim about fibre alone doesn’t confirm that the cake is wholemeal.

Does ‘no added sugar’ mean it contains no sugars?

No. Peijnenburg lists 4.9 g of sugars per 100 g for its no added sugar wholemeal variety. The same variety contains xylitol and 24 g of polyols per 100 g; be sure to read the warning about excessive consumption too.

How should I take sliced breakfast cake to a street festival?

Choose a pack size that matches the number of slices you want to hand out, and follow the storage instructions on the label. Keep the pack closed while you’re travelling and store any leftover slices according to those instructions once it’s open.

Does all Dutch breakfast cake contain iodine from baker’s salt?

No. Don’t assume that baker’s salt has been used in breakfast cake. If this matters for your purchase, check the ingredient information or ask the manufacturer which salt is used in that particular cake.