Visitors who want a familiar slice of bread
A familiar flavour and soft texture matter more to them than choosing wholemeal. White bread can therefore be offered as a separate option alongside wholemeal bread.
Who is this choice relevant to?
Visitors looking for a fine wholemeal texture
They want wholemeal bread without a noticeably coarse texture. The product description, ingredients and fibre per 100 g can help you assess the specific loaf.
Christmas market traders selling bread unwrapped
As well as choosing the bread, they need to make allergen information available for each type and store and serve the bread safely and hygienically.
What should you consider when choosing?
White, fine wholemeal and offering both cater for different preferences. First decide which types of bread you want to offer clearly, then check the information and procedures for each one.
White bread
A good choice when: a familiar slice of white bread is what your visitors prefer most.
Consider: according to the Netherlands Nutrition Centre, white bread contains fewer nutrients than wholemeal bread, so it does not replace the option of a wholemeal base.
Fine wholemeal
A good choice when: you want to offer one wholemeal bread and are looking for a finer texture.
Consider: fine wholemeal is not automatically a blend of white and wholemeal flour; check the flours and nutritional information for the bread you choose.
White and wholemeal
A good choice when: you have room to let visitors choose between two clearly distinct types of bread.
Consider: when selling bread unwrapped, keep the ingredients and allergen information separate for each type, and use suitable, clean utensils.
| What to consider | What to check when buying | Who is this most important to? |
|---|---|---|
| Familiar flavour and texture | Check whether you are buying white bread or a bread mix, and whether the product still needs baking. | If I’m serving bread to visitors who mainly want a familiar slice of white bread, I want to know what flavour and texture I’ll be serving. For around 36% of consumers, that familiar bread experience comes first. |
| Wholemeal base and fibre | Read the product description and check the types of flour; compare fibre on the same basis, for example per 100 g. | I’m looking for a wholemeal option, but don’t necessarily want to choose a coarse loaf. Around 46% of consumers give this combination of a wholemeal base and a suitable texture top priority. |
| Information for selling bread unwrapped | Check allergen information for each type of bread and arrange a hygienic display. | When I sell bread loose, I need to be able to tell visitors about allergens and serve the bread safely. For around 18% of consumers, this preparation is the main consideration. |
Common mistakes
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Assuming dark or multigrain bread is wholemeal
The colour or a name such as multigrain doesn’t tell you which flours have been used or how much fibre the bread contains.
Read the product description, ingredients and nutritional information per 100 g before presenting the bread as a wholemeal option.
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Assuming all bread is made with baker’s salt
Baker’s salt contains iodine, but according to the Netherlands Nutrition Centre, bread does not have to be baked with baker’s salt.
For packaged bread, check the ingredients list or ask the baker which salt was used. Don’t claim that bread contains iodine as a matter of course unless you have this information.
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Selling unwrapped bread without allergen information
According to the Netherlands Food and Consumer Product Safety Authority, allergen information must also be provided to consumers for food sold unwrapped. Food at markets and events must also be prepared, stored and sold safely and hygienically.
Keep the information accessible for each type of bread and set up your stall so you can serve the bread using clean utensils.
Separate product labels and utensils, as well as keeping recipes up to date, require extra preparation.
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Limiting the choice to white bread or coarse wholemeal
If you’re looking for a finer wholemeal texture, you could consider fine wholemeal. If you expect visitors to prefer both, you can offer white and wholemeal as separate choices.
For fine wholemeal, check what flour it is actually made from. To get used to the different flavour at home, the Netherlands Nutrition Centre also suggests gradually mixing white and wholemeal bread.
Brands and shops to explore
Albert Heijn
Albert Heijn has product pages for Koopmans White Bread and Koopmans Fine Wholemeal Bread. They provide home bakers with information to compare these two specific mixes.
- The product pages list ingredients, allergens, nutritional information and preparation instructions.
- Check the packaging of the mix you buy; this comparison doesn’t apply to all Albert Heijn breads.
Jumbo
In Jumbo’s online bread range, you can search for options such as white and fine wholemeal bread.
- The bread category is a good starting point for browsing different types of bread.
- A category name doesn’t tell you whether a particular loaf combines white and wholemeal flour; check the product information to find out.
Lidl
Lidl describes packaged breads and one of its own breads made with finely milled wholemeal flour.
- According to Lidl, its packaged breads carry a fibre meter that can help with comparisons.
- Check the ingredients and nutritional information for the bread you actually choose; a description of one Lidl product doesn’t apply to all fine-textured breads.
Aldi
Aldi is an option if you want to buy bread locally for the Christmas market.
- Check the product description, ingredients and nutritional information for each loaf before classifying it as white, fine wholemeal or a blend.
PLUS
PLUS Rond Fine Wholemeal is a specific product to look at if you’re after a ready-made fine wholemeal option.
- The product information lists wholemeal wheat flour as the first ingredient.
- Check the current packaging for the ingredients, allergens and nutritional information for the bread you’re serving.
Dirk
Dirk has online bread categories, including white and wholemeal, where you can browse individual bread options.
- A wholemeal hearth-baked loaf is listed as an individual product.
- Check the packaging of the bread you choose; a product description doesn’t represent the entire range.
Bread options on Joybuy
These breads are options for the wholemeal part of a Christmas market selection. Check their texture and product information individually if you’re looking for a finer wholemeal option; none of the three is confirmed as a combination of white and wholemeal bread.
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Souq Lebanese wholemeal bread, 6 pieces
This wholemeal flatbread can be offered as a separate option alongside white bread. Check the current packaging for allergens and assess the texture before presenting it to visitors as an alternative to fine wholemeal.
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Bolletje rye bread roll, 500 g
This rye bread roll is a separate option for visitors who don’t want white bread. Don’t assume it has a fine or soft texture based on its name; check the packaging and decide whether it suits the way you plan to serve it.
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Lekhaven Bakkerij wholemeal round country loaf, 550 g
This wholemeal country loaf suits a stall setup where you can defrost and bake the bread before serving. Check the preparation instructions on the packaging and assess the crumb before offering it as a finer wholemeal option.
Frequently asked questions
Is fine wholemeal the same as half white, half wholemeal?
No, the terms don’t automatically mean the same thing. Wholemeal bread made with more finely milled flour doesn’t have to contain white flour; check the product description and ingredients if you specifically want a blend.
How can I offer a wholemeal option to fussy visitors?
You can offer white and fine wholemeal as clearly labelled, separate options. The Netherlands Nutrition Centre suggests mixing white and wholemeal bread as a way to get used to the different flavour at home; when selling bread unwrapped at a Christmas market, make sure the information about the bread you serve remains clear.
Does Dutch bread always contain iodine from baker’s salt?
No. According to the Netherlands Nutrition Centre, using baker’s salt when baking isn’t compulsory. Check the ingredients list on packaged bread or ask the baker whether baker’s salt has been used.
What information do I need when selling bread unwrapped?
Before purchase, give consumers information about the allergens present in each type of bread. The Netherlands Food and Consumer Product Safety Authority also states that food at markets and events must be prepared, stored and sold safely and hygienically, so organise the information and display before your stall opens.