Who is this choice relevant to?

Weekend breakfast fans who are mindful of fibre

Would you like to serve breakfast cake at the weekend and keep an eye on fibre? Compare the nutritional information per 100 g and check how much a slice weighs. That way, you can also assess the fibre per portion.

Households keeping an eye on sugars

If you want to compare the sugar content, check the nutritional information for the exact variety. For breakfast cake with no added sugars, also check the ingredients and any sweetener warnings.

Weekend shopping planners

A pre-sliced pack can be handy when several people are eating together. Compare the pack weight and follow the storage advice for the product you buy.

What should you look for when choosing?

First decide which feature matters most for your weekend breakfast. Then compare the exact varieties on the same basis, so differences in slice size don’t sway your choice.

What to considerWhat to checkWho it matters to
Fibre and wholegrain Read the ingredients and compare fibre per 100 g and per slice. If fibre is my priority, I want to know what I get from my usual slice. This is the most important consideration for around 33% of consumers.
Sugars and sweeteners Compare sugars per 100 g and, for a variety with no added sugars, check which sweeteners it contains. I want to keep an eye on sugars, but also know whether the sweetener used is suitable for my household. This is the first consideration for around 42% of consumers.
Portion convenience Check the weight of a slice, the pack size and the storage advice. When we have breakfast with several people, I want to choose a pack that’s practical for us to use. This convenience comes first for around 25% of consumers.

Common mistakes

  • Focusing only on ‘wholemeal’

    The wholemeal label doesn’t tell you how much sugar a slice contains. The regular varieties from Jumbo and PLUS included in this comparison list 35,5 g and 34,1 g of sugars per 100 g respectively.

    As well as reading the ingredients, check the nutritional information and consider your portion size.

  • Assuming ‘no added sugars’ means ‘no sweeteners’

    The Peijnenburg variety with no added sugars included in this comparison contains xylitol and polyols. The product information warns of a possible laxative effect if consumed in excess, and of the risk xylitol poses to pets.

    Read the warnings on the packaging and keep this breakfast cake out of reach of pets.

  • Assuming all breakfast cake contains iodised salt

    Whether iodised salt is used depends on the specific breakfast cake.

    If this matters to your choice, check the ingredients list on the pack.

Brands to compare

Peijnenburg

The wholemeal breakfast cakes included in this comparison cover a regular sliced variety and a variety with no added sugars.

  • The variety with no added sugars lists 17 g of fibre and 4,9 g of sugars per 100 g.
  • This variety contains xylitol and polyols; the regular variety described by PLUS lists 5,1 g of fibre and 39 g of sugars per 100 g. Be sure to compare the exact varieties.

Jumbo

The own-brand variety included in this comparison is a 280 g wholemeal breakfast cake.

  • Jumbo lists 35,9% wholemeal rye flour and 8,2 g of fibre per 100 g.
  • The same variety lists 35,5 g of sugars per 100 g, so compare more than just the fibre content.

PLUS

The sliced own-brand variety included in this comparison comes in a 485 g pack.

  • PLUS lists 41% wholemeal rye flour and 5,7 g of fibre per 100 g.
  • The nutritional information also lists 34,1 g of sugars and 0,53 g of salt per 100 g. Consider the full nutritional information and your portion size.

Albert Heijn

The AH variety included in this comparison is a 485 g sliced wholemeal breakfast cake.

  • Albert Heijn lists 5,7 g of fibre per 100 g.
  • The product information lists 34 g of sugars and 0,53 g of salt per 100 g. Check the current label when you buy it, including the allergen information.

Koek & Bakker

The sliced wholemeal breakfast cake described by ALDI comes in a 485 g pack.

  • The pre-sliced format makes it easy to share out the slices.
  • If you want to compare this variety for fibre or sugars, check the nutritional information on the packaging.

Wholemeal breakfast cake on Joybuy

This regular sliced wholemeal breakfast cake is a good fit if you’re looking for a pack to serve at the weekend. Compare the nutritional information per 100 g and check the label for portion size and allergen information.

g'woon wholemeal breakfast cake, sliced, 485 g pack

g'woon sliced wholemeal breakfast cake, 485 g

A sliced pack for anyone who wants to serve breakfast cake at the weekend.

The product information lists 5,9 g of fibre and 34 g of sugars per 100 g. Check the weight of a slice if you want to compare these figures per portion.

Check the allergen information on the current packaging, particularly if rye or gluten is relevant to your choice.

View on Joybuy

Frequently asked questions

What does ‘wholemeal’ mean for breakfast cake?

According to the Netherlands Food and Consumer Product Safety Authority, a product may be labelled wholemeal when all of its grain ingredient is wholemeal flour. The label doesn’t tell you how much sugar or fibre is in a slice; check the nutritional information for that.

Is wholemeal breakfast cake automatically a low-sugar choice?

No. The regular varieties from Jumbo and PLUS included in this comparison list 35,5 g and 34,1 g of sugars per 100 g respectively. Compare the exact packs on the same basis and check the weight of a slice too.

What should I look for in breakfast cake with no added sugars?

Check the ingredients and any sweetener warnings too. The Peijnenburg variety included in this comparison contains xylitol and lists 24 g of polyols per 100 g; the product information warns of a possible laxative effect if consumed in excess, and of the risk xylitol poses to pets.

Can I consider the wholemeal breakfast cakes included in this comparison gluten-free?

No. The varieties from Peijnenburg, Jumbo, PLUS and Albert Heijn included in this comparison list rye or gluten-containing cereals. Always check the current allergen information on the packaging for the exact variety.

Does all breakfast cake contain iodised baker’s salt?

Don’t assume that every pack does. If the type of salt used matters to your choice, check the ingredients list for the specific breakfast cake.