Who is this choice relevant to?

Families comparing fibre

For households looking to serve breakfast cake as an after-school snack and check the fibre content, rather than relying on the ‘wholemeal’ label alone.

Families keeping an eye on sugar

For parents and carers who want to compare sugars per slice and check for any sweeteners in a no added sugar version.

Families packing a snack

For households choosing between taking a slice from a pre-sliced cake and packing an individually wrapped portion in a bag.

What should you look for when choosing?

Start by comparing the nutritional information per 100 g. Then consider how much will actually be packed as a snack or eaten at home, and check the ingredients and allergen information.

What to consider What to check when buying Who it matters to
Wholemeal and fibre Check the ingredients list for wholemeal rye flour, then compare fibre per 100 g and per slice. I want to know how much fibre there is in a slice after school, not just see ‘wholemeal’ on the packaging. This comparison is a priority for around 42% of consumers.
Sugars and sweeteners Compare sugars per 100 g and per portion; for a no added sugar version, check the ingredients list too. If I’m keeping an eye on sugar, I want to know what’s in one slice and whether a sweetener has been used. This is the main concern for around 33% of consumers.
Portion and packaging Check the weight per slice or bar, and whether the cake is pre-sliced or individually wrapped. For a snack in a bag, I want to know in advance how much I’m packing; at home, I can choose a slice myself. This convenience is a priority for around 25% of consumers.

Common mistakes

  • Relying on ‘wholemeal’ alone

    Wholemeal breakfast cakes can vary in both fibre and sugars. Peijnenburg lists 5.1 g of fibre and 39 g of sugars per 100 g for its regular pre-sliced wholemeal version; Jumbo lists 8.2 g of fibre and 35.5 g of sugars per 100 g for its 280 g wholemeal breakfast cake.

    Compare both figures on the same basis, then check how much a slice weighs.

  • Assuming a sugar claim answers every question about the ingredients

    Peijnenburg lists xylitol as a sweetener in its no added sugar wholemeal version and warns that it may contain nuts and milk.

    As well as checking the sugars, read the current ingredients list and allergen information.

  • Assuming a wrapped bar is automatically a small snack

    According to Jumbo, its individually wrapped wholemeal breakfast cake bar is a 58 g portion, with 20.5 g of sugars per bar. That is not the same portion size as one slice of pre-sliced breakfast cake.

    Compare the nutritional information for a whole bar with that for a slice before choosing a portion.

Brands to compare

Peijnenburg

Peijnenburg offers a pre-sliced wholemeal breakfast cake and a separate no added sugar wholemeal version.

  • Peijnenburg lists 5.1 g of fibre per 100 g for its regular version; for the no added sugar version, the brand lists 17 g of fibre and 4.9 g of sugars per 100 g.
  • According to Peijnenburg, the no added sugar version contains xylitol and may contain nuts and milk. So don’t compare the two versions on sugar alone.

Albert Heijn

Albert Heijn’s pre-sliced wholemeal breakfast cake is an option if you want to choose your own slices at home.

  • Albert Heijn lists 41% wholemeal rye flour and 5.7 g of fibre per 100 g for this version.
  • Albert Heijn also lists 34 g of added sugars per 100 g. Check the current label, including the allergen information.

Jumbo

Jumbo offers both a 280 g wholemeal breakfast cake and individually wrapped wholemeal breakfast cake bars.

  • Jumbo lists 8.2 g of fibre per 100 g for the 280 g cake; the bars come in a set 58 g portion.
  • According to Jumbo, the 280 g cake contains 35.5 g of sugars per 100 g. A whole bar contains 20.5 g of sugars, so compare the portion sizes too.

Koek & Bakker

ALDI lists a 485 g pre-sliced wholemeal breakfast cake from Koek & Bakker, as well as a separate breakfast cake version called Zero.

  • The wholemeal cake is pre-sliced; ALDI describes the Zero version as having no added sugars.
  • For a comparison of fibre, sugars, ingredients and allergens, check the nutritional information on the specific packaging.

Tastino

Lidl lists a pre-sliced wholemeal breakfast cake from Tastino.

  • The pre-sliced format lets you choose a slice as a snack.
  • Check the fibre, sugars and allergens on the current packaging before comparing this version with other breakfast cakes.

Wholemeal breakfast cake for home

This pre-sliced wholemeal breakfast cake suits an after-school snack where you can choose a slice at home. Check the nutritional information and allergens on the packaging if fibre, sugar or taking a snack to school are important to you.

g'woon pre-sliced wholemeal breakfast cake, 485 g

g'woon pre-sliced wholemeal breakfast cake, 485 g

A pre-sliced cake for anyone who wants to choose a slice at home as an after-school snack.

Check the current packaging for fibre and sugars per 100 g and per slice. If you need to avoid gluten, check the ingredients and allergen information carefully: the available information about rye and allergens is contradictory.

View at Joybuy

Frequently asked questions

Is wholemeal breakfast cake a sensible everyday after-school snack?

Not just because it says ‘wholemeal’. The Voedingscentrum points out that breakfast cake often contains a lot of sugar, and suggests fruit or bread as alternatives for between meals. If you choose breakfast cake, compare the nutritional information per portion and consider how the snack fits into the rest of the day.

Does wholemeal breakfast cake contain gluten?

The Peijnenburg, Albert Heijn and Jumbo versions discussed here contain rye or list cereals containing gluten. If a child has a relevant allergy or needs to avoid gluten, always check the current label and, if the snack is going to school, the school’s or after-school club’s policy.

How should you store breakfast cake once opened?

Follow the storage instructions on the packaging. For the products discussed here, Albert Heijn and Jumbo recommend storing them in a cool, dark and dry place. Also check the best-before date and any instructions for use after opening.

Can you assume breakfast cake contains iodine from baker’s salt?

No, don’t assume that for a particular breakfast cake. Check the ingredients list or ask the manufacturer what salt is used if this matters to your choice of product.