Fibre-conscious breakfast cake shoppers
You want to know which grain flour has been used and how much fibre the breakfast cake contains per 100 g or per slice. The word ‘wholegrain’ alone doesn’t tell you how much sugar it contains.
Who are these points relevant to?
Households looking to buy organic
You’re looking for clear organic labelling, but also want to check separately whether the breakfast cake contains wholegrain ingredients.
Shoppers keeping an eye on added sugars
You want to compare the ingredients and sugar content, even when a breakfast cake is labelled wholegrain or a particular version carries a claim about added sugars.
What should you look for when choosing?
When choosing breakfast cake that is both organic and a good source of fibre, organic certification, wholegrain ingredients and sugars are three separate things to check on the label. The European Commission describes the EU organic logo as a mark of certified organic products. Then check the specific product for its grain ingredients and nutritional information.
| What to look for | What to check when buying | Who is this important to? |
|---|---|---|
| Wholegrain and fibre | Look for wholegrain rye or wholegrain rye flour in the ingredients list. Compare fibre per 100 g, or per slice if the portions are the same size. | If I want to compare fibre, I want to know what’s in the breakfast cake, not just what it says on the front. For around 42% of consumers, wholegrain and fibre would be the main purchasing criterion. |
| Organic labelling | Check for the EU organic logo and organic labelling on the packaging; then assess the grain ingredients separately. | If I want to buy organic, I want to be able to identify that choice on the pack without assuming that the cake is wholegrain too. For around 33% of consumers, organic certification would come first. |
| Added sugars | Compare ‘of which sugars’ per 100 g and check the ingredients. Only apply a claim about added sugars to the version that carries it. | If I want to limit added sugar, I want to assess the version I’ve chosen rather than rely on the word ‘wholegrain’. Around 25% of consumers would make added sugars their main criterion. |
Common mistakes when buying breakfast cake
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Confusing organic with wholegrain
Organic certification and the type of grain used answer different questions. For example, an earlier Albert Heijn product made with organic ingredients listed rye flour.
If you want both, check the organic labelling and EU organic logo, as well as the ingredients list for the breakfast cake you’ve chosen.
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Overlooking sugars in wholegrain products
Wholegrain ingredients alone don’t tell you how much sugar a product contains. The label for AH Volkoren Ontbijtkoek lists glucose-fructose syrup as well as wholegrain rye flour.
Compare ‘of which sugars’ on a like-for-like basis, such as per 100 g, and read the ingredients list. A claim about added sugars applies only to the specific version concerned.
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Not checking which grains are used
Wholegrain breakfast cake can contain rye. AH Volkoren Ontbijtkoek lists wholegrain rye flour as an ingredient.
Check the current packaging to see which grains have been used, and look at the allergen information if it’s relevant to your choice.
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Relying on an old product page
An earlier organic breakfast cake product from Albert Heijn is listed as no longer available. An old product listing is therefore no substitute for checking the label on the product you’re buying.
When buying, check the current ingredients, nutritional information and organic labelling on the packaging.
Brands to compare
These brands give you a starting point for comparing product labels. Always assess organic status, ingredients and nutritional information for each version separately.
Peijnenburg
A brand to consider if you want to compare wholegrain breakfast cake with a separate version that has no added sugars.
- According to Peijnenburg, Volkoren Gesneden contains 5,1 g of fibre per 100 g. The brand also describes a wholegrain range with no added sugars.
- A wholegrain label or claim about added sugars doesn’t confirm that a specific version is organic; check the packaging for that.
AH
A supermarket own-brand to consider if you want to assess the ingredients in a breakfast cake labelled wholegrain.
- Albert Heijn lists 41% wholegrain rye flour in the ingredients for AH Volkoren Ontbijtkoek.
- That wholegrain information doesn’t confirm organic certification. A separate, earlier organic AH product listed rye flour and is marked as no longer available.
Jumbo
A supermarket own-brand to consider if you want to compare the ingredients and storage instructions for a wholegrain breakfast cake with other packs.
- Jumbo lists a 280 g Volkoren Ontbijtkoek with instructions to store it in a cool, dry place.
- Check the pack you choose separately for organic labelling, grain ingredients, fibre and sugars.
Breakfast cake at Joybuy
Related products will be available soon.
Frequently asked questions
Is organic breakfast cake automatically wholegrain?
No. The EU organic logo relates to organic certification, while the ingredients list shows which grain flour has been used. If you’re looking for organic, wholegrain breakfast cake, check for both on the same pack.
Does wholegrain mean breakfast cake is low in sugars?
No. The term wholegrain describes the grain base, not the amount of sugar. Check ‘of which sugars’ in the nutritional information per 100 g and look at the ingredients for the version you’re considering.
How should I store wholegrain breakfast cake?
Follow the instructions on the packaging for your breakfast cake. Jumbo says its Volkoren Ontbijtkoek should be stored in a cool, dry place.
Can I tell from the word ‘organic’ whether breakfast cake contains iodine?
No. Organic labelling doesn’t tell you which salt has been used in a particular breakfast cake. Check the ingredients list or ask the manufacturer which salt they use if that’s important to your choice.
What should I look for if I want to identify rye in breakfast cake?
Read the ingredients and allergen information on the current packaging. AH Volkoren Ontbijtkoek lists wholegrain rye flour; for another version, don’t rely on the product name or picture alone.