Fibre-conscious stock-up shopper
You’re looking for breakfast cake to keep in the cupboard and want to see how much fibre it contains on the label. A wholemeal claim alone doesn’t tell you how much fibre there is in a slice.
Who is this for?
Student keeping an eye on sugar
You take a slice with you or have one with a coffee. So you compare sugars per 100 g and per slice, and check the ingredients if you’re considering an option with no added sugars.
Student stocking their first cupboard
You want to choose a pack that suits your food budget, cupboard space and expected rate of use. Pack weight and whether you can seal the breakfast cake properly after opening are also worth considering.
What should you look for?
First check the wholemeal claim, then compare the nutritional information on the same basis, and finally choose a pack size that suits how quickly you’ll use it.
| What to consider | What to check | Who it matters to |
|---|---|---|
| Wholemeal and fibre | Check the wholemeal claim and compare fibre per 100 g and per slice. | If fibre is the deciding factor, you’ll want to know how much you get in your usual slice. Around 42% of consumers prioritise this combination of wholemeal and fibre. |
| Sugars and ingredients | Compare sugars per 100 g and per slice; if you’re considering an option with no added sugars, read the ingredients list too. | If you take a slice with you and are mainly watching your sugar intake, you’ll want to be able to distinguish between regular and differently sweetened options. Sugars are the first consideration for around 33% of consumers. |
| Pack size and storage | Check the pack weight and storage advice, and consider how quickly you’ll get through an opened pack. | If you have limited cupboard space or won’t use it quickly, you won’t want to open a larger pack than you need. For around 25% of consumers, this practical storage choice comes first. |
Common mistakes
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Assuming ‘wholemeal’ means ‘low in sugar’
The wholemeal claim refers to the grain ingredient. The Netherlands Nutrition Centre lists 11.1 g of sugar in a 30 g slice of wholemeal breakfast cake; the amount in a specific product may differ.
So, as well as checking the wholemeal claim, compare sugars and fibre per 100 g and check the weight of one slice.
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Relying on ‘no added sugars’ alone
A different sweetener also means a different ingredients list. Peijnenburg lists xylitol in its sliced wholemeal option with no added sugars, and warns that it may contain nuts and milk.
Read the ingredients and allergen information on the pack you choose.
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Not sealing an opened pack properly
For a student cupboard, storage after opening is part of the decision. The Netherlands Nutrition Centre advises storing breakfast cake in a cool, dry, dark place and keeping it well sealed.
Choose a pack size that suits how quickly you’ll use it, and seal the pack properly after each use.
Brands and supermarket options to compare
Peijnenburg
Peijnenburg offers regular sliced wholemeal breakfast cake and a sliced wholemeal option with no added sugars. Compare the two using the label rather than relying on their names alone.
- For its regular Wholemeal option, Peijnenburg lists 5.1 g of fibre and 39 g of sugars per 100 g.
- The option with no added sugars has a different recipe: Peijnenburg lists xylitol and warns that it may contain nuts and milk.
Jumbo
Jumbo offers a 280 g wholemeal breakfast cake. That pack size is worth considering if you won’t get through a larger pack quickly.
- Jumbo lists 8.2 g of fibre and 35.5 g of sugars per 100 g for this product.
- Check the allergen information as well when choosing: Jumbo lists rye and wheat for this option.
Albert Heijn
Albert Heijn offers a 485 g pack of sliced wholemeal breakfast cake. With this pack, consider how much you expect to use after opening.
- The pack listed contains 485 g of sliced breakfast cake.
- Check the current pack before deciding based on fibre, sugars, ingredients or allergens.
Lidl
Lidl lists a 485 g pack of sliced wholemeal breakfast cake as a supermarket product.
- The pack weight makes it easy to compare with other 485 g packs.
- Check the label in store for the nutritional values, ingredients and allergens of the pack you buy.
Koek & Bakker bij ALDI
Koek & Bakker offers a 485 g pack of sliced wholemeal breakfast cake at ALDI.
- The listed pack weight is 485 g, so you can decide whether that amount suits how quickly you’ll use it.
- Check the nutritional values, ingredients and allergens on the pack before comparing this product with other options.
Wholemeal breakfast cake on Joybuy
This sliced wholemeal breakfast cake is an option if you’re setting up a student cupboard and want to weigh up pack size and nutritional information.
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g'woon wholemeal breakfast cake, sliced, 485 g
A sliced option for anyone who wants to keep breakfast cake in the cupboard and take pack size into account.
485 g pack. Check the basis used for the nutritional values on the label before comparing fibre or sugars with another product.
Frequently asked questions
Does ‘wholemeal’ mean breakfast cake is low in sugar?
No. According to the Netherlands Food and Consumer Product Safety Authority, all the grain ingredient must be wholemeal flour for a product to be called ‘wholemeal’. This doesn’t determine the amount of sugars, so check the nutritional information per 100 g and per slice.
What should I check in breakfast cake with no added sugars?
Compare the listed sugars too, and read the ingredients and allergen information. Peijnenburg lists xylitol in its sliced wholemeal option with no added sugars, and warns that it may contain nuts and milk.
How should I store an opened pack of breakfast cake?
Store breakfast cake in a cool, dry, dark place and keep it well sealed, as advised by the Netherlands Nutrition Centre. Also check the storage advice on the pack you’re using.
Where can I find information about cereals containing gluten?
Read the ingredients list and the highlighted allergens on the pack. The Netherlands Food and Consumer Product Safety Authority says that when an ingredient comes from a cereal containing gluten, the type of cereal must be stated. So check the information for the specific breakfast cake you’re buying.