Who might find this choice useful?

Fussy breakfast eaters who want to eat less white bread

If you’re used to the taste of a white roll, you could try a brown or multigrain one for a savoury breakfast. Check the label if the amount of wholemeal flour matters to you.

Breakfast eaters comparing fibre content

If wholemeal flour or fibre content is a priority, the product name, ingredients and nutritional information per 100 g are more useful than the colour of the roll alone.

Breakfast eaters who want to bake rolls at home

A bake-at-home roll is a good choice if you want a warm roll and have the time and equipment to follow the instructions on the packaging.

What should you look for when choosing?

First, decide what matters most for your savoury breakfast: a familiar taste, clearly labelled wholemeal flour, baking at home or being able to buy a roll when you need one.

What to consider What to check Who it matters to
Moving from white to more wholemeal flour For brown and multigrain rolls, check the ingredients and compare fibre per 100 g; the name alone doesn’t confirm that they’re made entirely with wholemeal flour. If I’m used to the taste of white bread, I’d like to try a brown or multigrain roll without assuming it’s wholemeal. This gradual change is a priority for around 36% of consumers.
Clearly labelled wholemeal flour and fibre Look for ‘wholemeal’ in the product name and compare fibre on the same basis, per 100 g. If I want to choose mainly based on wholemeal flour and fibre, I need a claim I can check on the packaging. This matters most to around 29% of consumers.
Baking at home Check the storage instructions, preparation time and whether the instructions suit your oven or air fryer. If I want a warm roll in the morning, I need to know whether I can prepare it in time using the equipment I have. Around 21% of consumers prioritise the convenience of baking at home.
Availability and how it’s sold Decide whether you want an individual or packaged roll, and check the current range at your chosen shop. If I only need a few rolls, I want to be able to buy the variety I’m after when I’m preparing breakfast. This is the main concern for around 14% of consumers.

Common mistakes

  • Assuming a dark or multigrain roll is wholemeal

    According to the Voedingscentrum, brown bread is made with a combination of wholemeal flour and white flour. ‘Multigrain’ on its own doesn’t mean a roll is entirely wholemeal either.

    Look for ‘wholemeal’ in the name. Otherwise, compare the ingredients and fibre per 100 g.

  • Looking only at the roll

    The filling also contributes to a savoury breakfast, and both the roll and the filling can contain salt.

    Check the filling’s nutritional information too, and consider the portion you use.

  • Choosing a bake-at-home roll without reading the instructions

    Preparation and storage instructions vary by product. For example, a frozen roll requires different planning from one bought loose.

    Before buying, check the preparation and storage instructions on the packaging you’ve chosen.

  • Relying on an old product listing

    Product ranges and recipes can change, even if you’ve bought a particular roll before.

    Check the current range when you buy, and read the label on the pack you take home.

Brands to consider

Albert Heijn

Albert Heijn lists packs of four crusty rolls and also lists a wholemeal sourdough roll in its range.

  • Albert Heijn’s ingredients list for the wholemeal sourdough roll includes wholemeal wheat flour.
  • Check the ingredients, allergens and nutritional information on the pack you choose.

Jumbo

Jumbo lists, among other products, white, multiseed and brown frozen rolls.

  • The different product formats let you choose between using the rolls straight away and storing them at home.
  • Check whether the variety you want is currently available. According to the product listing, Jumbo’s brown frozen rolls should not be refrozen once thawed.

PLUS

PLUS lists white and multigrain bake-at-home rolls, with ingredients and nutritional information provided.

  • According to PLUS, the multigrain variety listed contains 56% wholemeal wheat flour and 7 g of fibre per 100 g; the white variety listed contains 2.7 g of fibre per 100 g.
  • These figures apply to the products mentioned. When you buy, compare the current labels of the varieties you’re considering.

Dirk

Dirk lists individual white and brown rolls, including an 80 g brown wheat roll.

  • An individual roll may suit you if you only need a few for breakfast.
  • For wholemeal content, fibre and allergens, check the information for the specific product rather than relying on its brown colour.

ALDI

ALDI lists an individual white roll.

  • Buying an individual roll suits anyone who only wants to buy a small number for breakfast.
  • Check which varieties are available in store and read the nutritional information for the roll you choose.

Lidl

At Lidl, you can look for white and wholemeal rolls for a savoury breakfast.

  • Use the product name to find the white or wholemeal variety you want.
  • Check the ingredients, nutritional information and availability of your chosen roll in store.

Crusty rolls on Joybuy

This white roll is an option if you’d prefer to stick with a familiar white variety for a savoury filling. If you’re specifically looking for a brown, multigrain or wholemeal roll, check that feature separately on another product.

g'woon White Rustic Pistolet, pack of 4

g'woon White Rustic Pistolet, 4 rolls

For anyone who wants a white roll with a savoury breakfast; the pack contains four.

If you want to compare wholemeal flour or fibre, first check the ingredients and nutritional information on the current packaging. Also check the allergen information if it’s relevant to your choice.

View on Joybuy

Frequently asked questions

Is a multigrain roll automatically wholemeal?

No. According to the Voedingscentrum, ‘wholemeal’ means bread made with 100% wholemeal flour; ‘multigrain’ doesn’t mean that. According to PLUS, its multigrain rolls mentioned here contain 56% wholemeal wheat flour. Check the label of the variety you buy.

Which roll should I choose for a savoury breakfast if I want to eat less white bread?

A brown or multigrain roll can be a stepping stone if you’re used to white rolls. If you want to be sure the roll is made with wholemeal flour, look for ‘wholemeal’ in the product name and check the fibre per 100 g too. Factor in your filling, especially if you’re watching your salt intake.

Does a roll contain iodised salt?

It varies by product, so check the ingredients on the current label. The white and multigrain rolls mentioned from PLUS, and Albert Heijn’s wholemeal sourdough roll, list iodised salt. That doesn’t mean every roll contains the same type of salt.

Can I cook bake-at-home rolls in an air fryer?

Follow the instructions on the packaging you’ve chosen. PLUS recommends four minutes in a preheated air fryer at 200°C for its multigrain bake-at-home rolls; this instruction won’t necessarily apply to other rolls.

Where can I check the allergens in a roll?

Read the allergen information on the packaging for the exact variety you’re buying. Don’t rely on the words ‘white’, ‘brown’ or ‘multigrain’ alone: ingredients and information about possible allergens can vary from product to product.