Brunch hosts
For jam on toast at a special meal, you could look for a soft crumb and a recipe that gives the quantities of its featured ingredients, or choose a recognised regional style.
Who are these formats suited to?
Fans of crunchy toast
If you want to add a topping to an already crunchy base without toasting soft brioche, brioche toast is the more direct choice for that texture.
Label-conscious shoppers
If you’re adding jam, compare the brioche’s sugar content per 100 g, then check the fat, ingredients and allergens on the pack you choose.
What should you look for?
For brioche and jam, start with the texture you want, then compare the recipes and formats that fit the bill.
| What to consider | What to check | Who it’s for |
|---|---|---|
| Recipe and origin | Read the ingredients list and check the stated quantities of egg or butter. If you’re looking for a regional product, make sure it genuinely has PGI status. | For brunch, I want to choose a brioche with clearly stated ingredients or origin, rather than relying on the word ‘premium’. The recipe and its origin would be the priority for around 36% of shoppers. |
| Soft slices | Check that the brioche is already sliced, and look at the pack weight and storage instructions. | When I’m making several slices of toast, I prefer soft slices that are ready to top, without having to cut the brioche myself. Ease of serving would be the main need for around 29% of shoppers. |
| Sugar in the brioche | Compare the ‘of which sugars’ figures in the nutritional information per 100 g, using the same basis. | With jam on my toast, I want to compare how much sugar comes from the brioche itself. This would come first for around 21% of shoppers. |
| Crunch | Check that the pack contains crunchy brioche toast, not soft sliced brioche. | If I want a crunchy base without using the toaster, I look for brioche toast rather than a soft crumb. Crunch would be the priority for around 14% of shoppers. |
Common mix-ups to avoid
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Confusing ‘all-butter’ with ‘no additives’
These claims describe different things: Auchan Gourmet’s all-butter sliced gâche contains butter and crème fraîche, but its recipe also includes emulsifiers.
If additives matter to you, read the full ingredients list rather than stopping at ‘all-butter’.
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Expecting soft brioche to be crunchy
Soft sliced brioche and Brioche Pasquier’s brioche toast, which is described as crunchy, won’t give you the same texture under jam.
Decide whether you want to top a soft crumb as it is, toast it or buy a base that’s already crunchy.
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Looking only at the Nutri-Score
Nutri-Score isn’t a substitute for checking nutritional values and the ingredients list when comparing two recipes.
In particular, check the sugars and fat per 100 g, then consider the portion you’ll serve and the jam you’ll add.
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Forgetting about allergens when sharing a meal
The recipes reviewed include wheat, eggs or dairy ingredients; some also warn that traces of other allergens may be present.
Check the ingredients and any precautionary allergen statements on the pack you’re going to serve. The DGCCRF states that allergens present in the ingredients must be highlighted on the label.
Brands to consider
Brioche Pasquier
Its brioche toast is for anyone looking for a crunchy base for jam, rather than a brioche with a soft crumb.
- The brand describes this product as crunchy and made with butter.
- This format doesn’t have the texture of soft brioche; check the allergens on the pack.
Harrys
Sliced brioches to compare, depending on whether you prioritise a recipe described as having no additives or a lower sugar content.
- Harrys offers its Brioche Tranchée Nature, made without additives, to toast or enjoy with jam.
- The ‘less sugar’ claim alone doesn’t tell you about the other ingredients or the fat content.
Carrefour Bio
An organic, all-butter sliced brioche to consider if you want to compare a pre-sliced recipe with quantities given for some ingredients.
- According to Carrefour, the 400 g product contains 15% fresh eggs and 12% butter.
- This recipe includes wheat, eggs and butter, among other ingredients. Check the label if these ingredients are key to your choice.
Nos Régions ont du Talent
A pre-sliced Vendée brioche with PGI status to consider if you’re looking for this regional style for a special meal.
- The E.Leclerc product listing states that this product contains 15.7% fresh eggs and the equivalent of 13.7% reconstituted butter.
- PGI status doesn’t replace checking the ingredients and nutritional information for the product you choose.
Auchan Gourmet
An all-butter sliced gâche, distinct from a standard sliced brioche, for anyone looking for a recipe made with crème fraîche.
- Auchan’s product listing states that it contains 10% concentrated butter and 5% crème fraîche.
- The recipe also includes emulsifiers: ‘all-butter’ doesn’t mean ‘no additives’.
A brioche to consider on Joybuy
For brioche and jam, this product is worth considering if you want to start with a buttery brioche. Check its format before assuming it comes ready-sliced.
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ERHARD Pure Butter Brioche 280 g
If you’re serving it with jam, check the pack to see whether this 280 g brioche is already sliced; if not, you’ll need to cut it yourself. Also check the ingredients list and allergen information before serving it as part of a shared meal.
Frequently asked questions
Is Vendée brioche with PGI status suitable for jam on toast?
Yes, if you’re looking for a soft, Vendée-style brioche rather than a crunchy base. The INAO describes Vendée brioche as having an airy crumb and a stringy texture. Check that the product you buy carries PGI status, then read its recipe and allergen information.
Which allergens should you check in packaged brioche?
Read the ingredients and check for any precautionary allergen statements on the pack you buy. The products mentioned here include wheat, eggs or dairy ingredients; the DGCCRF states that allergens present in the ingredients must be highlighted on the label.
How do you compare two brioches if their slices are different sizes?
Compare their nutritional values per 100 g before considering the portion you’ll serve. The DGCCRF states that nutritional information is given on this basis. In particular, check the sugars, fat and salt, and remember to factor in the jam you add.
How should you store sliced gâche once opened?
Follow the instructions on the pack. For its all-butter sliced gâche, Auchan recommends resealing the bag securely and keeping it away from heat and moisture.