Who is this choice relevant to?

Organisers of a Flag Day lunch

If you’re serving rolls with herring or other savoury fillings, think about the texture you want, how long they take to bake and when you plan to serve them.

Shoppers looking for wholemeal and fibre

You want to be able to identify a wholemeal roll without relying on visible seeds. According to the Netherlands Nutrition Centre, bread labelled ‘wholemeal’ is made from 100% wholemeal flour. To compare fibre content, check the nutrition information per 100 g.

Shoppers who need to check allergens

If you need to avoid certain ingredients for yourself or your guests, check the current packaging. A roll containing grains and seeds may contain cereals with gluten; also check for sesame and other allergens.

What should you look for when choosing?

First decide what matters most for your Flag Day lunch: a wholemeal base, the texture alongside your fillings, allergen information or when you’ll serve the rolls. Then compare the packaging of the rolls that fit your needs.

What to consider What to check when buying Who it matters to
Wholemeal and fibre Look for the word ‘wholemeal’ and compare the fibre content per 100 g. PLUS lists 56% wholemeal wheat flour and 7 g of fibre per 100 g for its multigrain part-baked rolls. If I specifically want a wholemeal roll, I want to be able to identify it on the packaging and compare the fibre content. This is estimated to be the top priority for 33% of consumers.
Seeds and crust Check which seeds are listed in the ingredients and whether the roll needs to be baked before serving. With herring or other savoury fillings, I want to choose between a simple roll and one with more seeds and a crispier crust. For around 27% of consumers, texture is likely to be the main reason for their choice.
Allergens Read the current ingredient and allergen information, including any ‘may contain’ statements. When I’m buying rolls for someone with an allergy, I need to check the ingredients of that exact product. Allergen checks are likely to be the most important factor for around 20% of consumers.
Baking and serving Check the cooking time, appliance and storage instructions; choose the number of rolls to suit your group. If lunch is due to start at a set time, I want to know whether I can bake and serve the rolls in time. This is estimated to be the top priority for around 20% of consumers.

Common mistakes

  • Assuming visible seeds mean a roll is wholemeal

    ‘Multigrain’ and ‘seeded’ don’t mean the same thing as ‘wholemeal’. The Netherlands Nutrition Centre says that bread labelled ‘wholemeal’ is made using 100% wholemeal flour.

    Look for the word ‘wholemeal’ on the packaging, then compare the ingredients and fibre per 100 g if they matter to your choice.

  • Guessing allergen content from the product name

    A name that mentions seeds doesn’t tell you which grains or other allergens the specific roll contains or may contain.

    Check the current allergen information before buying, and again before serving to any guests who need it.

  • Leaving the baking instructions until just before lunch

    Cooking times and temperatures vary by product and appliance. If you’re baking several packs, you’ll also need to consider how much space you have in your oven or air fryer.

    Check the instructions in advance and plan when to preheat and bake the rolls so they’re ready to serve on time.

Brands to consider

PLUS

PLUS offers, among other products, a wholemeal multigrain part-baked roll and a sourdough multigrain roll. The product information for these varieties gives you useful details for comparing ingredients, nutrition and preparation.

  • The PLUS multigrain rolls reviewed list 56% wholemeal wheat flour and 7 g of fibre per 100 g; the Korenlanders sourdough variety lists sunflower seeds and linseed among its ingredients.
  • This information applies to the products mentioned. Check the current packaging before buying, including the allergen information.

Albert Heijn

Albert Heijn lists the AH Liefde & Passie Biologisch desem pistolet meerzaden as an in-store product. It’s an option to look out for in store if you’re after a seeded roll.

  • You can compare the specific roll with other options in store.
  • Ask about the ingredients and allergens or read the packaging before choosing based on seeds, fibre or dietary requirements.

Dirk / 1 de Beste

Dirk lists a rustic multigrain part-baked roll from 1 de Beste, in a pack of four weighing 300 g in total.

  • The pack size helps you plan how many rolls to buy for lunch.
  • Don’t assume that ‘multigrain’ means wholemeal or indicates a particular seed mix; check the packaging for details.

Related Joybuy products

Related products coming soon.

Frequently asked questions

Is a multigrain or seeded roll always wholemeal?

No. According to the Netherlands Nutrition Centre, bread labelled ‘wholemeal’ is made from 100% wholemeal flour. So check for the wholemeal label and read the ingredients, rather than relying on the name of the grain or seeds.

Can I choose a seeded roll for someone with an allergy?

Only after checking the current allergen information for that specific product. Read the ingredients and check for any ‘may contain’ statements; don’t assume it’s suitable based on the product name.

How long do the rolls need to go in the oven?

Follow the instructions on the packaging for the roll you’ve chosen. PLUS recommends baking its multigrain part-baked rolls for 8–10 minutes at 220 °C, and its Korenlanders multigrain sourdough rolls for 6–8 minutes at 220 °C. Remember to allow time for the oven to preheat before serving.

Does every bread roll in the Netherlands contain iodised baker’s salt?

Don’t assume that it does. The Netherlands Food and Consumer Product Safety Authority says that iodine compounds may be present in bread and other bakery products; this doesn’t confirm what’s in every individual roll. Check the ingredients if the type of salt is relevant to your choice.