Who is this choice relevant to?

Households keeping an eye on fibre

You want to compare fibre content per 100 g instead of relying solely on the ‘wholemeal’ label. The nutritional information for Peijnenburg, Jumbo and PLUS shows that the figures vary between varieties.

Households comparing sugar content

You’re looking for a sweet slice to share, but want to know how much sugar a variety contains. If you choose a product with no added sugars, check which sweeteners it uses and what warnings appear on the packaging.

Hosts planning a shared meal

You want breakfast cake that’s easy to share, so you’re looking at whether it comes sliced and how large the pack is. PLUS, ALDI and Lidl offer different pack sizes to compare.

What should you look for when choosing?

Start with the nutritional information per 100 g if fibre or sugar content is your priority. Then decide which packaging will be easiest to serve from, and check the ingredients and allergens of the variety you want to buy.

What to consider What to check when buying Who is this important to?
Fibre Compare fibre per 100 g and check the ingredients list. If fibre is my main priority, I want to compare the nutritional values rather than go by the name; fibre content comes first for around 36% of consumers.
Sugars and sweeteners Compare ‘of which sugars’ per 100 g, and check the ingredients and warnings for varieties containing sweeteners. I want to choose a sweet slice without overlooking any sweeteners it may contain; sugar content matters most to around 29% of consumers.
Serving Check whether the cake is sliced and whether the quantity is right for the number of guests. For a shared Asian night, I want to hand out slices easily without preparing too much cake; ease of serving is the main priority for around 21% of consumers.
Packaging and place of purchase Compare the pack weight and check whether the variety you want is available from your chosen shop or ordering channel. I want to know in advance whether I can buy a suitable pack where I do my shopping; this is the first consideration for around 14% of consumers.

Common mistakes

  • Assuming ‘wholemeal’ means ‘low in sugars’

    Jumbo and Peijnenburg’s standard wholemeal breakfast cakes contain 35,5 g and 39 g of sugars per 100 g, respectively. So the ‘wholemeal’ label doesn’t tell you how much sugar a particular cake contains.

    Check the label and compare both fibre and ‘of which sugars’ per 100 g.

  • Overlooking the warning about xylitol

    The Peijnenburg variety discussed here, which has no added sugars, contains xylitol. The product information warns of a possible laxative effect if consumed in excess; xylitol is also unsuitable for animals.

    Read the ingredients and warnings before serving the cake, and keep products containing xylitol out of reach of pets.

  • Assuming you can tell whether it contains iodine from the type of cake

    The ‘wholemeal’ label doesn’t tell you which salt was used in a particular breakfast cake. A general assumption about baking salt is no substitute for checking the ingredients list.

    Check the packaging to see whether iodised salt or baking salt is listed among the ingredients.

Brands compared

Peijnenburg

Peijnenburg offers a standard wholemeal breakfast cake and a sliced wholemeal variety with no added sugars.

  • According to Peijnenburg, the variety with no added sugars contains 17 g of fibre and 4,9 g of sugars per 100 g; the standard wholemeal variety contains 5,1 g of fibre and 39 g of sugars per 100 g.
  • The variety with no added sugars contains xylitol, with a warning about consuming it in excess and a risk if animals ingest it.

Albert Heijn

Albert Heijn sells sliced AH wholemeal breakfast cake and also stocks Peijnenburg wholemeal breakfast cake in its range.

  • Its own-brand variety gives you another product to compare on the label.
  • Albert Heijn notes that ingredients and nutritional values may change; check the current packaging for the latest values and allergen information.

Jumbo

Jumbo offers its own 280 g Wholemeal Breakfast Cake.

  • Jumbo states that this variety contains 8,2 g of fibre and 35,5 g of sugars per 100 g.
  • The product information lists rye, wheat and gluten; check the allergen information if it’s relevant to your choice.

PLUS

PLUS offers sliced wholemeal breakfast cake in a 485 g pack.

  • PLUS states that this variety contains 5,7 g of fibre per 100 g and provides ingredients and nutritional information.
  • Check the current packaging when comparing sugars, ingredients or allergens with another variety.

Koek & Bakker (ALDI)

ALDI lists a 485 g pack of sliced wholemeal breakfast cake from Koek & Bakker.

  • The pre-sliced pieces are handy when you want to share the cake.
  • Check the packaging in store for fibre, sugars, ingredients and allergens before comparing this variety.

Lidl

Lidl lists a 485 g pack of sliced wholemeal breakfast cake as an in-store product.

  • The sliced format and pack weight help you choose the right quantity for sharing.
  • Check the label in store for nutritional values, ingredients and allergens.

Wholemeal breakfast cake on Joybuy

This sliced wholemeal breakfast cake is a good choice if you want to share slices during an Asian night. Also compare the nutritional information and allergen details on the packaging before choosing.

g'woon sliced wholemeal breakfast cake, 485 g

g'woon sliced wholemeal breakfast cake 485 g

For anyone looking to serve a sweet addition in slices at a shared meal.

Sliced; 485 g pack. Check the current packaging for nutritional values per 100 g and allergen information.

View on Joybuy

Frequently asked questions

Does wholemeal breakfast cake also contain little sugar?

No, the ‘wholemeal’ label alone tells you nothing about the amount of sugar. Voedingscentrum advises comparing similar products per 100 g; check the label for both fibre and ‘of which sugars’.

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

It doesn’t mean the breakfast cake contains no sugars or sweeteners. The Peijnenburg variety discussed here contains 4,9 g of sugars per 100 g and includes xylitol; also read the warning about a possible laxative effect if consumed in excess.

What should I look for when sharing breakfast cake at an Asian night?

Check whether the breakfast cake is sliced and whether the pack is big enough for everyone. Also use the nutritional information per 100 g to compare varieties; sliced pieces alone tell you nothing about their fibre or sugar content.

Can I tell which allergens breakfast cake contains from the word ‘wholemeal’?

No, check the allergen information on the specific pack. The Jumbo variety discussed here lists rye, wheat and gluten; don’t assume other varieties have the same ingredients based on the product name.

How can I tell whether breakfast cake contains iodised salt?

Check the ingredients list for the specific breakfast cake to see whether it mentions iodised salt or baking salt. The ‘wholemeal’ label doesn’t tell you this.