What should you look for when choosing?
Start with your main reason for buying wholemeal breakfast cake to serve with pea soup. Then check the other nutritional information and choose a pack that suits the way you plan to serve it.
| What to consider |
What to check |
Especially relevant for |
| Wholemeal ingredients and fibre |
Read the ingredients and compare fibre per 100 g and per slice served. The Netherlands Nutrition Centre gives 1.3 g of fibre per 30 g slice as a reference for wholemeal breakfast cake, not as the value for every brand. |
If I’m serving a slice alongside pea soup, I want to know how much fibre that portion contains. For around 45% of consumers, this fibre content is the top priority. |
| Sugars and sweeteners |
Compare the total sugars in the nutrition table and check what the pack says about added sugars and sweeteners. No added sugars does not mean sugar-free. |
Shoppers mainly concerned about sugars will want to weigh up the claim against the other ingredients. This is the main reason for buying for around 33% of consumers. |
| Portions and packaging |
Check the weight, whether the number of slices is stated and whether the cake is pre-sliced. For example, Jumbo lists an unsliced 550 g wholemeal variety. |
When serving several people, I want to choose between slices that are quick to hand round and cutting the cake myself. Around 22% of consumers put ease of serving first. |
Brands to compare
The varieties mentioned differ in their claims, whether they’re sliced and their pack weights. Compare the nutritional values and ingredients on the current packaging of the specific product.
Peijnenburg
As well as its standard wholemeal breakfast cake, Peijnenburg has a pre-sliced variety that the brand describes as 100% wholemeal and with no added sugars.
- The specific claim can help you find a variety with no added sugars.
- The claim does not automatically apply to other varieties. Jumbo lists xylitol in this variety and warns that it is harmful to animals.
Jumbo
Jumbo lists, among other products, a 550 g unsliced wholemeal breakfast cake made with wholemeal rye flour and rye flour.
- The unsliced format lets you choose the thickness of each slice when serving several people.
- Cutting it yourself takes time; remember to follow the storage advice on the pack too.
Albert Heijn
Albert Heijn lists a pre-sliced wholemeal breakfast cake under its own brand, as well as a pre-sliced wholemeal variety from Peijnenburg.
- Pre-sliced pieces are ready to serve.
- Albert Heijn notes that ingredients, nutritional values and allergen information can change, so check the current packaging.
PLUS
PLUS lists a pre-sliced wholemeal breakfast cake in a 485 g pack.
- The sliced format and stated weight make it easier to choose a pack that suits the number of people you’re serving.
- PLUS says product and allergen information can change, so check the packaging.
Koek & Bakker (ALDI)
ALDI Netherlands lists a pre-sliced 485 g wholemeal breakfast cake from Koek & Bakker.
- The pre-sliced format is handy if you want to serve the slices straight away.
- Compare fibre, sugars and allergens using the current label for this variety.
Lidl
Lidl Netherlands lists a product called Sliced wholemeal breakfast cake.
- The product name makes this sliced variety easy to identify when comparing options.
- Check the ingredients and nutritional values on the pack before basing your choice on fibre or sugars.
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Frequently asked questions
How do I compare the fibre in wholemeal breakfast cake?
Compare the fibre per 100 g and take into account the size of the slice you’re serving. The Netherlands Nutrition Centre gives 1.3 g of fibre for a 30 g slice of wholemeal breakfast cake; for a specific cake, the nutritional information on the pack is what matters.
Does ‘wholemeal’ tell me anything about the amount of sugar?
No. The wholemeal ingredients and the amount of sugar are separate characteristics. Check the sugars value in the nutrition table and compare breakfast cake varieties on the same basis, for example per 100 g.
What does Peijnenburg’s ‘no added sugars’ claim mean?
Peijnenburg uses this claim for a specific wholemeal variety; it does not mean the cake is sugar-free. Jumbo lists xylitol in this variety and warns that it is harmful to animals. Check the ingredients on the pack and keep it out of reach of pets.
Should I check the allergen information on pre-packed breakfast cake?
Yes, check the label on the pack you buy. According to the Netherlands Food and Consumer Product Safety Authority, allergen information must appear on the label of pre-packed foods, and allergens must be clearly stated.
Does breakfast cake always contain iodised salt?
You can’t tell from the name breakfast cake. If the type of salt used matters to you, check the ingredients information for the specific product rather than assuming that every breakfast cake contains baker’s salt.