If you want a wholemeal roll for a quick breakfast, choose one labelled ‘wholemeal’. According to the Voedingscentrum, wholemeal bread is made from 100% wholemeal flour. A brown roll can be a good stepping stone if you’re not keen on the taste or texture of wholemeal, but it isn’t the same as wholemeal. Also check whether you can take the roll with you straight away or need to bake it first.
If a wholemeal roll doesn’t appeal, you could try a brown or white-and-brown version. According to the Voedingscentrum, brown bread contains both wholemeal flour and white flour; check the ingredients of the specific product.
If you’re taking a roll with you and specifically want wholemeal bread, look for the label ‘wholemeal’. Don’t assume a roll is entirely wholemeal just because it’s called ‘multigrain’.
A bake-at-home or frozen roll can work well for a planned morning, as long as the preparation and storage fit your routine. Before buying, check what equipment you’ll need, how long it takes to prepare and how to store it.
First, decide what matters most for your breakfast: wholemeal flour, a familiar taste or a roll you can take with you without any preparation.
| What to consider | What should you check? | Who is this most important for? |
|---|---|---|
| Wholemeal and fibre | Look for ‘wholemeal’ if you want a wholemeal roll. For other varieties, compare the ingredients and fibre per 100 g, using the same preparation basis. | I want to choose a wholemeal roll for breakfast on the go, rather than relying on the name ‘multigrain’. For around 36% of consumers, choosing wholemeal is the deciding factor. |
| A compromise on taste | For brown or white-and-brown rolls, check that both white flour and wholemeal flour are listed in the ingredients. Don’t treat the colour as proof that a roll is wholemeal. | If the taste or texture of wholemeal is a stumbling block at home, I want to choose a roll that’s a better fit. For around 29% of consumers, this compromise on taste matters most. |
| Morning routine | Check whether you can take the roll with you straight away or need to bake it first. For products you plan to keep in stock, check the storage instructions too. | I don’t always have the time or equipment to bake rolls in the morning, and want to know what I can take with me straight away. This practical choice comes first for around 21% of consumers. |
| Label information | Read the latest allergen information and check whether baker’s salt or iodised salt is listed as an ingredient, if this matters to you. | If I need to avoid certain ingredients, I don’t want to rely on a product name. For around 14% of consumers, checking the label is their main concern. |
According to the Voedingscentrum, brown bread is made with a combination of wholemeal flour and white flour, while wholemeal bread is made from 100% wholemeal flour. The name ‘multigrain’ alone doesn’t mean the entire roll is wholemeal.
If you specifically want wholemeal, look for that label. For brown and multigrain rolls, check the ingredients list too.
Bake-at-home rolls need time to prepare and require equipment. Frozen rolls also need to be stored and defrosted according to the instructions.
If baking doesn’t fit into your morning, choose a roll you can take with you straight away. Otherwise, check the preparation instructions on the packaging in advance.
Ingredients and possible traces vary from one roll to another. The product name doesn’t tell you which allergens are listed for the specific pack.
Read the latest allergen information. If you’re buying unpackaged bread, ask the shop for the product information.
According to the Voedingscentrum, using baker’s salt in bread isn’t compulsory. So you can’t tell whether it’s present just from the type of bread.
Check the ingredients list for baker’s salt or iodised salt if this matters to your choice. If the bread is unpackaged, ask the shop.
These product examples show the differences you can compare on the packaging. The details apply to the varieties mentioned, not to every roll from that brand.
White and multigrain bake-at-home rolls to compare.
Product examples in white, multiseed and brown, including brown frozen rolls.
Separate product examples for white, brown and wholemeal rolls.
A multigrain roll to bake at home.
A white roll listed as an individual in-store product.
A white wheat roll in the in-store oven-fresh range.
No. According to the Voedingscentrum, brown bread is made with wholemeal flour and white flour, while wholemeal bread is made from 100% wholemeal flour. If you specifically want wholemeal, look for that label.
No, not automatically. ‘Multigrain’ refers to several types of grain, not to a fully wholemeal base. Check the ingredients and, if you like, compare the fibre per 100 g; PLUS lists 56% wholemeal wheat flour for its multigrain rolls.
If you need to head straight out, choose a roll you can take with you without baking. Bake-at-home rolls require the equipment and preparation time stated on the packaging; for frozen rolls, you’ll also need to follow the storage and defrosting instructions.
No. According to the Voedingscentrum, baker’s salt isn’t compulsory in bread. Check the ingredients list or ask which salt has been used if this is important to your choice. If the bread is unpackaged, ask the shop.
Read the latest allergen information for the specific product. For its multigrain rolls, PLUS lists wheat, rye, barley and oats, as well as possible traces of soya, milk and sesame. If you’re buying unpackaged rolls, ask the shop for the information.
