Who is this choice relevant to?

People keeping an eye on fibre

Looking for an easy-to-grab snack for a film or TV night and wanting to compare fibre content. According to the Netherlands Nutrition Centre, wholegrain cereal products are a source of fibre.

People comparing sugars

Wanting to assess total sugars as well as the wholemeal label. They distinguish between regular breakfast cake, a lower-sugar variety and one with no added sugars.

People for whom allergens are a deciding factor

Needing to know whether a breakfast cake contains rye, wheat or gluten. Rye is worth noting in the wholemeal products reviewed, so the current ingredients and allergen information is key.

What should you look for when choosing?

Start with the wholemeal label, then compare the nutritional information on the same basis. According to the Netherlands Food and Consumer Product Safety Authority, a product can only be called wholemeal if all of its cereal ingredient is wholemeal flour; the label itself says nothing about its sugar content.

What to consider What to check Who it matters to
Wholemeal and fibre Check the wholemeal label and compare fibre per 100 g and per planned portion. When I’m having a snack, I want to know whether the cake is wholemeal and how much fibre is in my slice. This is the top priority for around 46% of consumers.
Sugars and slice size Check ‘of which sugars’ per 100 g and see how much a slice weighs; assess total sugars even when the product claims to contain less or no added sugars. If I’m planning to have a few slices in front of the TV, I want to know how much sugar that portion contains. This is the main consideration for around 36% of consumers.
Rye and gluten Read the current ingredients and allergen information, even if the front of the pack only says wholemeal. If I need to avoid rye or gluten, the ingredients determine whether the breakfast cake is suitable for me. This is the main concern for around 18% of consumers.

Common mistakes

  • Assuming wholemeal means low in sugar

    The wholemeal label refers to the cereal ingredient. Albert Heijn lists 34 g of sugars per 100 g for AH Wholemeal; Jumbo lists 39 g per 100 g for Peijnenburg Wholemeal.

    Use wholemeal as your first selection criterion, then compare ‘of which sugars’, fibre and the size of your planned portion.

  • Reading ‘no added sugars’ as ‘sugar-free’

    The claim refers to added sugars and doesn’t tell you, on its own, how much sugar the finished product contains.

    Compare total sugars in the nutrition table, both per 100 g and per slice you plan to eat.

  • Relying only on the front of the pack

    The wholemeal breakfast cakes reviewed contain rye. The wholemeal label doesn’t mean a product is suitable for someone who needs to avoid gluten.

    Before buying, check the current ingredients and allergen information for the variety you’ve chosen.

  • Assuming an old product page means the item is still available

    Jumbo says that its own 550 g wholemeal breakfast cake is no longer part of its online range. So seeing a pack previously doesn’t guarantee it will be available next time you shop.

    Check the current product page or the shelf before counting on a specific variety.

Brands to consider

Peijnenburg

Offers sliced wholemeal breakfast cake, as well as a separate wholemeal variety with no added sugars.

  • Jumbo lists 5.1 g of fibre and 39 g of sugars per 100 g for Peijnenburg Wholemeal. Peijnenburg describes its variety with no added sugars as a pack of 12 slices.
  • Check the nutritional values for each variety; the values for the regular cake won’t necessarily apply to the other pack.

Albert Heijn

Offers a 485 g sliced wholemeal breakfast cake with a listed portion size of 30 g.

  • Albert Heijn lists 41% wholemeal rye flour, 5.7 g of fibre and 34 g of sugars per 100 g for this variety.
  • Compare these product-specific values with the label on the pack you buy.

Jumbo

Listed its own 550 g unsliced wholemeal breakfast cake for shoppers who want to cut their own slices.

  • The Jumbo product page lists 6.7 g of fibre and 36.5 g of sugars per 100 g for this variety.
  • Jumbo said this variety was no longer part of its online range; check current availability before counting on it.

PLUS

Shows a 485 g pack of its own-brand sliced wholemeal breakfast cake.

  • The sliced format is handy if you want to grab some slices in advance for a TV night.
  • To compare fibre, sugars and allergens, check the nutritional information and ingredients on the pack you’ve chosen.

Koek & Bakker

ALDI shows a sliced wholemeal breakfast cake from this brand, as well as a separate zero breakfast cake.

  • ALDI lists the wholemeal variety in a 485 g pack with pre-sliced portions.
  • Don’t assume the zero variety is wholemeal; check the label, total sugars and allergens on each pack.

Lidl

Shows separate product pages for sliced wholemeal breakfast cake and zero breakfast cake.

  • The separate product names make it easier to find the wholemeal variety.
  • Check the ingredients, nutritional values and allergens for the pack you choose; ‘zero’ and ‘wholemeal’ aren’t interchangeable labels.

Wholemeal breakfast cake for a TV night

This sliced wholemeal breakfast cake is a good fit if you want to grab some slices in advance for a TV night. Compare the nutritional information and allergens on the pack before deciding.

g'woon wholemeal breakfast cake, sliced, 485 g

g'woon wholemeal breakfast cake, sliced, 485 g

For anyone who wants to grab some slices of wholemeal breakfast cake in advance for a TV night.

485 g sliced pack. Compare fibre, sugars and salt using the nutritional information on the pack. The product information about rye and allergens is unclear; check the current ingredients and allergen information before buying, especially if you need to avoid gluten.

View at Joybuy

Frequently asked questions

Is wholemeal breakfast cake automatically low in sugar?

No. Wholemeal describes the cereal ingredient, not the amount of sugar. Check ‘of which sugars’ per 100 g and take into account the size of the slice you plan to eat.

How much fibre is there in a slice of breakfast cake?

It depends on the product and slice size. The Netherlands Nutrition Centre lists 1.1 g of fibre in a 30 g slice of regular breakfast cake; for a specific wholemeal cake, check the nutritional information and portion size on the pack.

Can I choose wholemeal breakfast cake if I need to avoid gluten?

Don’t assume that wholemeal breakfast cake is gluten-free. The varieties reviewed contain rye; check the ingredients and allergens for the specific product before choosing it.

Can breakfast cake contain iodine?

Yes, if iodised baker’s salt has been used in its preparation. The Netherlands Food and Consumer Product Safety Authority lists baker’s salt as a possible source of iodine in bakery products; check the ingredients list to see which salt is used in a specific breakfast cake.

How should I store breakfast cake once opened?

Follow the storage instructions on the pack. For the wholemeal variety reviewed, Albert Heijn recommends storing it in a cool, dark and dry place; Peijnenburg recommends keeping its variety somewhere dry and dark, such as in a sealed container or tin.