Who is this choice relevant to?

Fibre-conscious cinema-goers

You want to take breakfast cake to share, so you compare the stated fibre per 100 g and per slice. The word ‘wholemeal’ is no substitute for that comparison.

Shoppers keeping an eye on sugars

You compare the amount of sugars in standard wholemeal breakfast cake with a version that has no added sugars. For the latter, check the ingredients and any warnings about sweeteners too.

People who want to share slices

You’re looking for a pre-sliced pack that you can take along without a knife. The number of slices and the amount per portion help you work out how much you’ll need for your group.

What should you look for when choosing?

First compare the nutritional information per 100 g and per slice; then check whether the pack suits the number of people you want to share the breakfast cake with.

What to look for What to check when buying Who it matters to
Fibre and wholemeal ingredients Check the ingredients and compare fibre per 100 g and per slice of the same version. If fibre is my top priority, I want to know what one slice contributes. Around 40% of consumers say this is their main consideration.
Sugars and sweeteners Compare ‘of which sugars’ per 100 g and per slice; for a version with no added sugars, check the ingredients and warnings too. Anyone mainly concerned about sugars will want to weigh up a standard wholemeal version against one with a sweetener. For around 30% of consumers, this comparison comes first.
Portions and sharing Check whether the cake is pre-sliced, how many slices the pack contains and how to store it after opening. I want to share the snack at the cinema without a knife and avoid taking more than I need. This is the main consideration for around 30% of consumers.

Common mistakes

  • Assuming ‘wholemeal’ means ‘low in sugars’

    The Netherlands Food and Consumer Product Safety Authority links the term ‘wholemeal’ to the grain ingredient, not to the amount of sugars in the whole product. Peijnenburg states that its standard sliced wholemeal breakfast cake contains 39 g of sugars per 100 g.

    Compare the ‘of which sugars’ row in the nutrition table, both per 100 g and per slice.

  • Sharing a sweetened version without limit

    The Peijnenburg version with no added sugars contains xylitol. The product information from PLUS warns that excessive consumption may have a laxative effect.

    Read the warning on the pack before handing out slices, and keep products containing xylitol away from pets.

  • Overlooking allergens in a snack you’re sharing

    Jumbo lists gluten, rye and wheat for its wholemeal breakfast cake. Ingredients and allergen information may differ for other versions.

    Check the allergen information on the exact pack, especially if you’re taking the breakfast cake for other people.

  • Assuming an older product listing is still current

    Albert Heijn marks the listed sliced AH Wholemeal Breakfast Cake as ‘Discontinued’. Product information for a version can also change.

    Before buying, confirm which pack is available and check its ingredients and nutritional information again.

Brands compared

These versions show why you should compare wholemeal ingredients, sugars and portions for each product, rather than choosing by brand name alone.

Peijnenburg

Peijnenburg lists both a standard sliced wholemeal breakfast cake and a sliced wholemeal version with no added sugars.

  • According to Peijnenburg, the version with no added sugars contains 17 g of fibre and 4.9 g of sugars per 100 g.
  • The standard wholemeal version contains 39 g of sugars per 100 g. The version with no added sugars contains xylitol and carries a warning about excessive consumption.

Jumbo-huismerk

Jumbo lists a 280 g wholemeal breakfast cake with around 11 portions.

  • The product information states that it contains 8.2 g of fibre per 100 g, so you can compare its nutritional value with the portion size.
  • Jumbo states that it contains 35.5 g of sugars per 100 g and lists gluten, rye and wheat as allergens.

PLUS-huismerk

PLUS lists a 485 g sliced wholemeal breakfast cake as a larger pack for sharing.

  • According to PLUS, this version contains 41% wholemeal rye flour and 5.7 g of fibre per 100 g.
  • PLUS states that it contains 34.1 g of sugars per 100 g and has a Nutri-Score of D. Check the information on the current pack when buying.

Albert Heijn-huismerk

The listed 275 g sliced AH Wholemeal Breakfast Cake can be used to compare ingredients, but it should not automatically be considered a current buying option.

  • Albert Heijn listed 17% wholemeal rye flour alongside rye flour; the ingredients therefore give you more detail than the product name alone.
  • Albert Heijn marks this version as ‘Discontinued’. Check for a current product listing before relying on it.

Breakfast cake on Joybuy

This sliced breakfast cake is a suitable option if you want to take slices along and share them. To help you choose, compare the nutritional information and ingredients on the pack, particularly if fibre, sugars or allergens matter to your group.

g'woon wholemeal sliced breakfast cake 485 g

g'woon wholemeal sliced breakfast cake 485 g

Its pre-sliced format is ideal for a cinema trip when you want to hand out slices without a knife.

Before comparing this version with other breakfast cakes, check the ingredients, allergens and nutritional information per 100 g on the pack.

View on Joybuy

Frequently asked questions

Does ‘wholemeal’ mean breakfast cake is low in sugars?

No. According to the Netherlands Food and Consumer Product Safety Authority, the term ‘wholemeal’ refers to the grain ingredient. Peijnenburg states that its standard sliced wholemeal version contains 39 g of sugars per 100 g, compared with 4.9 g per 100 g for its version with no added sugars. Always compare the exact packs.

When should I choose breakfast cake with no added sugars?

It’s worth comparing this version if the amount of sugars matters more to you than the familiar taste of standard breakfast cake. The sliced Peijnenburg version contains xylitol; read the warning about excessive consumption and decide how much you want to take along.

Should I check allergens in wholemeal breakfast cake?

Yes, especially if you’re buying it for other people. Jumbo lists gluten, rye and wheat for its wholemeal breakfast cake. Check the allergens on the pack of the version you’re actually taking along.

How should I store breakfast cake after opening?

Follow the storage instructions on your pack. Jumbo recommends storing it in a cool, dry place; PLUS recommends keeping it somewhere dry and dark. After sharing, reseal the pack as instructed on the product.