Christmas shoppers keeping an eye on fibre
You’re looking for a wholemeal alternative to white bread for breakfast or brunch, and want to compare the fibre content of specific products.
Who is this choice relevant to?
Hosts catering for different bread preferences
You want to serve white and wholemeal bread side by side. Whole or half loaves and individual rolls give you different ways to match the quantity to your guests.
Readers checking ingredients and allergen information
Before buying, you need to check whether a particular loaf suits any ingredients or allergens you need to take into account. The bread’s colour or general name won’t tell you this.
What should you look for when choosing?
First decide whether you’re mainly looking for wholemeal bread or also want to serve white bread. Then choose a quantity and shape to suit the number of people, and read the labels of the products you’re considering.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Wholemeal and fibre | Look for the wholemeal label and compare fibre per 100 g or per equal-sized portion; colour and visible seeds aren’t enough. | If I want to replace white bread at brunch with a higher-fibre option, I need to know which bread is genuinely wholemeal. Around 50% of consumers say this fibre choice is their top priority. |
| Shape and quantity | Compare whole or half loaves with individual rolls, and check the cooking instructions for part-baked bread. | For a small gathering or a buffet with several types of bread, I want to choose portions that suit the occasion. For around 30% of consumers, this kind of planning comes first. |
| Label and ingredients | Read the current ingredients and allergen information. Compare nutritional values such as salt per 100 g if they’re relevant to your choice. | If a guest needs to avoid certain ingredients, I want to check the specific bread before serving it. Checking the label is the first concern for around 20% of consumers. |
Common mistakes
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Mistaking brown or multigrain bread for wholemeal
A dark colour or visible seeds don’t confirm that a loaf is wholemeal. Its fibre content may therefore differ from what you expect.
Look for the wholemeal label and compare the fibre on the packaging, ideally per 100 g.
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Confusing a fibre claim with allergen information
A statement about fibre doesn’t tell you whether a bread is suitable for someone with a food allergy or a need for gluten-free bread.
Check the current ingredients and allergen information. If the bread isn’t packaged, ask about possible contact with gluten if that matters to your guest.
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Assuming every loaf contains iodine
The Netherlands Food and Consumer Product Safety Authority describes iodine in bread in connection with the use of baker’s salt. This doesn’t mean that every individual loaf has the same ingredients.
If you have a specific question about iodine, ask about the ingredients of the bread in question. If you have a medical restriction, follow the advice of your healthcare professional.
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Buying only whole loaves for a small gathering
If you’re serving other types of bread too, you may have some left over from each loaf you open.
Choose whole loaves, half loaves or individual rolls to suit the number of people, and check the storage instructions on the packaging.
Bread you don’t serve or store can contribute to food waste.
Supermarkets to explore
These supermarkets include wholemeal bread in their ranges. For your Christmas shopping, compare the latest product information and the buying options available at your local store.
Albert Heijn
Albert Heijn has an online category for wholemeal bread, which is useful for comparing options with white bread.
- The wholemeal bread category is a good starting point for comparing products.
- Albert Heijn warns that ingredients, nutritional values and allergen information may change, so check the latest packaging.
Jumbo
Jumbo offers options including fine and coarse wholemeal bread, as well as half loaves.
- The different formats can help you plan for a small breakfast or a larger brunch.
- Before buying, check which options you can order or collect.
Lidl
Lidl offers options including a half loaf of wholemeal bread and a wholemeal roll.
- A half loaf and individual rolls give you different serving options to compare.
- Some bread products are only available in store. For larger orders, Lidl recommends asking your local branch about the options.
Aldi
Aldi offers wholemeal loaves, including fine wholemeal bread and a separate extra-high-fibre option.
- The different options give you a chance to compare the labels on each loaf.
- Features Aldi lists for one option won’t necessarily apply to its other breads.
Plus
Plus has an online category for wholemeal bread, with options for delivery or collection.
- Online product listings can help you put together a shopping list.
- Plus says that ingredients, nutritional values and allergen information may change, so check the latest details.
Dirk
As well as white bread, Dirk offers wholemeal bread and other types of bread.
- The range gives you the chance to explore different types of bread for one table.
- Check the packaging and which products are available when you shop.
Bread options on Joybuy
These options range from a round wheat loaf and Lebanese flatbread to rye bread and crispbread. Choose the shape you want to serve: flatbread and crispbread aren’t served in the same way as soft white bread.
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Lekhaven Bakkerij round wholemeal wheat bread, 550 g
A round loaf to consider if you’d like to serve wholemeal wheat bread to a group.
Allow time for defrosting and baking when planning when to serve it, and follow the instructions on the packaging.
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Souq Lebanese wholemeal wheat bread, 6 pieces
An option for anyone who’d like to serve individual flatbreads instead of slices from a whole loaf.
The pack contains six pieces. If you have allergies, check the latest ingredients and allergen information.
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Bolletje Rye Bread Bun, 500 g
A rye option to consider alongside white or wholemeal wheat bread; it’s a different type of bread from white wheat bread.
Check the packaging to confirm the format: the product title says bun, while the product description refers to sliced rye bread.
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g'woon wholemeal crispbread, 375 g
A crunchy addition to breakfast or brunch, rather than a soft loaf like white bread.
If fibre is your main priority, compare the nutritional information per 100 g. If you have allergies, read the latest packaging.
Frequently asked questions
Should I replace white bread with wholemeal bread at Christmas?
If fibre is your main priority, wholemeal bread is the best choice: the Netherlands Nutrition Centre recommends replacing white bread with wholemeal or brown bread as much as possible. If you also want to cater for guests who prefer white bread, you can serve both and adjust the quantities accordingly.
How can I tell if bread is wholemeal when it’s labelled brown or multigrain?
Look for the word ‘wholemeal’ in the product name; ‘brown’ or ‘multigrain’ alone doesn’t confirm that it’s made with wholemeal flour. Before buying, also compare the fibre per 100 g on the nutritional information.
What should I look for in Christmas bread if I’m concerned about gluten or other allergens?
If you have a food allergy, read the latest ingredients and allergen information for the specific bread. Don’t assume wholemeal bread is gluten-free. If the bread isn’t packaged, ask about possible contact with gluten if that matters to your guest.
Does every loaf in the Netherlands contain iodine from baker’s salt?
You can’t assume this of every individual loaf. A document from the Netherlands Food and Consumer Product Safety Authority on Dutch regulations explains that iodine compounds may be present in bread through baker’s salt, up to a maximum of 65 mg of iodine per kg of salt. It doesn’t give a set value for every loaf. If you have a specific question about iodine, ask about the product in question and seek individual advice if you have a medical restriction.
How can I reduce leftover bread after Christmas brunch?
Choose a quantity to suit the number of people and the other types of bread you’re serving. A half loaf or individual rolls may work well when you’re offering several options. Check the packaging for storage and freezing instructions.