Who is this for?

Fibre-conscious office shopper

You’re putting together a lunch and want to know how much fibre a slice actually contains. The word ‘wholemeal’ alone doesn’t tell you enough.

Sugar-conscious snack planner

You want to offer breakfast cake as a snack, so you compare sugars per 100 g and per portion. For a no added sugar variety, check the ingredients and warnings on the pack too.

Shopper buying for a shared lunch

You’re looking for slices that are easy to hand out, while also being able to check the listed allergens, possible traces and storage instructions for your colleagues.

What should you look for?

For a shared office lunch, first decide what matters most: fibre per slice, sugars or how practical it is for colleagues to share. Then compare the label on the pack you’re considering.

What to consider What should you check? Who is this most important for?
Fibre per slice Compare fibre per 100 g and use the portion size shown on the pack to assess each slice. If I want to take fibre into account when putting together a lunch, I need to know how much one slice contributes. Fibre per slice is the deciding factor for around 40% of consumers.
Sugars and ingredients Check ‘of which sugars’ per 100 g and per portion; for a no added sugar variety, check the ingredients too. When choosing a snack, I don’t want to guess how much sugar it contains just from the word ‘wholemeal’. Sugars are the main consideration for around 40% of consumers.
Sharing and allergens Check the number of slices, the allergen information and the storage advice on the current packaging. When colleagues are sharing a pack, I want to be able to hand out the slices without overlooking allergen warnings. This practical consideration comes first for around 20% of consumers.

Common mistakes

  • Assuming ‘wholemeal’ means ‘low in sugars’

    The figures listed by Albert Heijn, Jumbo and PLUS for their regular wholemeal breakfast cake range from 34 to 35.5 g of sugars per 100 g. So being wholemeal doesn’t tell you how much sugar a slice contains.

    Compare ‘of which sugars’ and fibre on the same basis, and take the size of each slice into account.

  • Putting out a no added sugar variety for everyone

    Peijnenburg lists xylitol in its no added sugar wholemeal variety and warns that excessive consumption may have a laxative effect.

    Ask colleagues to read the ingredients and usage warning, and don’t assume this variety is automatically suitable for everyone.

  • Checking only the product name for allergens

    The Peijnenburg, AH, Jumbo and PLUS varieties described list rye or gluten. Warnings about other ingredients or possible traces vary by product.

    Check the current allergen information before sharing, and provide a separate product with clear, suitable labelling where necessary.

  • Assuming iodised baker’s salt guarantees the product contains iodine

    The Netherlands Food and Consumer Product Safety Authority outlines the conditions under which iodine compounds may be present in certain baked goods through the use of baker’s salt. This doesn’t mean that every breakfast cake contains iodine.

    If iodine is an important factor in your choice, base your decision on information about the specific product, such as its label or a statement from the manufacturer.

Brands to consider

Peijnenburg

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

  • According to Peijnenburg, its regular variety contains 5,1 g of fibre and 39 g of sugars per 100 g; the no added sugar variety lists 17 g of fibre and 4,9 g of sugars per 100 g.
  • The no added sugar variety contains xylitol and rye/gluten; according to the product information, it may also contain nuts and milk.

Albert Heijn

AH’s sliced wholemeal breakfast cake is an option if you want a larger pack to share.

  • Albert Heijn lists 41% wholemeal rye flour, 5,7 g of fibre and 34 g of sugars per 100 g for this product.
  • The product contains rye/gluten and may contain other cereals containing gluten. Check the current packaging.

Jumbo

Jumbo offers a pre-sliced 280 g wholemeal breakfast cake for anyone who prefers a smaller pack.

  • Jumbo lists 8,2 g of fibre and 35,5 g of sugars per 100 g, with around 11 portions per pack.
  • The label says this product contains gluten, rye and wheat; Jumbo advises storing it in a cool, dry place.

PLUS

PLUS offers a 485 g pack of sliced wholemeal breakfast cake for sharing at lunch.

  • PLUS lists 41% wholemeal rye flour, 5,7 g of fibre and 34,1 g of sugars per 100 g.
  • The product contains rye/gluten and, according to PLUS, may contain wheat, barley and oats.

Koek & Bakker (ALDI)

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

  • A pre-sliced pack could be a good choice if you want to hand out slices without cutting them yourself.
  • Compare fibre, sugars and allergens using the label on the pack you buy.

Breakfast cake on Joybuy

This pre-sliced wholemeal breakfast cake could work well for a shared office lunch if you want to hand out individual slices. Check the nutritional information and allergens on the current packaging before choosing.

g'woon wholemeal breakfast cake, sliced, 485 g

g'woon Wholemeal breakfast cake, sliced, 485 g

The pre-sliced pack can be handy when you’re sharing breakfast cake with colleagues.

Compare fibre and sugars per 100 g and per slice on the current packaging. Before sharing, check the allergen information too, especially if any colleagues need to avoid rye or gluten.

View on Joybuy

Frequently asked questions

Is ‘wholemeal’ enough to assess the fibre content of breakfast cake?

No. Compare fibre per 100 g and per slice: Peijnenburg lists 5,1 g of fibre per 100 g for its regular wholemeal variety and 17 g per 100 g for the no added sugar variety. The portion size determines how much fibre each slice contains.

What should I check when buying breakfast cake with no added sugars?

As well as the nutritional information, read the ingredients and warnings. Peijnenburg lists xylitol in its no added sugar wholemeal variety and warns that excessive consumption may have a laxative effect.

Can I serve this wholemeal breakfast cake as a gluten-free option?

No. Don’t treat the Peijnenburg, AH, Jumbo and PLUS varieties mentioned as gluten-free options: their product information lists rye or gluten. For colleagues who avoid gluten, check the labelling of a separate product.

Does breakfast cake always contain iodine because of baker’s salt?

That isn’t guaranteed by the Dutch rules on baker’s salt. The Netherlands Food and Consumer Product Safety Authority outlines the conditions under which iodine compounds may be present in certain baked goods through the use of baker’s salt; it doesn’t say that every breakfast cake contains them. If this matters to your choice, check with the manufacturer about the specific product.

How should I store breakfast cake for an office lunch?

Follow the storage advice on the pack and seal it well once opened. Jumbo advises storing its wholemeal breakfast cake in a cool, dry place; Albert Heijn says to store its variety in a cool, dark, dry place.