Who are these choices relevant to?

If you want a roll to fill

If you’re looking for a roll for breakfast or lunch, it matters whether you can use it straight away or need to bake it first. Also check whether it’s sold whole and whether the shop can halve it for you if you wish.

If you’re looking at wholemeal flour and fibre

The name ‘multigrain’ doesn’t tell you how much wholemeal flour or fibre a roll contains. So compare the ingredients list and nutritional information per 100 g for the products you’re considering.

If you need to check allergens

Ordinary white and multigrain rolls may contain wheat and other cereals containing gluten. If you need to avoid gluten, look for a product explicitly labelled gluten-free and check the current label, even if you’ve bought the product before.

What should you look for when choosing?

First decide whether you want to fill the roll straight away and what cut you need. Then compare the type of bread and the information on the label.

What to consider What to check when buying Who it matters to
Filling and cut Ask whether a fresh roll can be halved. For packaged rolls, check whether the cut is clearly stated. If I want to fill my roll straight away, I need to know whether it’s whole or can be halved; around 50% of consumers prioritise the cut.
Wholemeal flour and fibre Check the proportion of wholemeal flour where stated, and compare fibre per 100 g on the same preparation basis. If you’re mainly comparing wholemeal flour and fibre, the name ‘multigrain’ alone won’t tell you much; around 33% of consumers give this product information top priority.
Label information Read the current allergen information and, if it matters to your choice, check whether iodised salt or baker’s salt is listed. If I need to avoid gluten or check other ingredients carefully, the label determines which roll I can choose; around 17% of consumers make this their main consideration.

Common mistakes

  • Assuming ‘medium sliced’ means a roll has the cut you want

    A roll sold whole isn’t automatically ready to fill without cutting. The cut you want may also mean something other than simply halving it.

    When buying fresh, ask for the cut you have in mind. For packaged rolls, check that this cut is stated on the packaging.

  • Assuming ‘multigrain’ means wholemeal

    The name alone doesn’t tell you the proportion of wholemeal flour or the amount of fibre. PLUS states that its multigrain rolls contain 56% wholemeal wheat flour and 7 g of fibre per 100 g; its white rolls are listed as containing 2.7 g of fibre per 100 g.

    Compare the ingredients and nutritional information per 100 g for the specific varieties, rather than judging by colour, seeds or product name alone.

  • Skipping the allergen label

    The white and multigrain rolls in the product examples mentioned contain wheat. Products with similar names may have different ingredients or statements about the possible presence of allergens.

    Read the current label for each product. If you need to avoid gluten, choose a product explicitly labelled gluten-free.

  • Assuming every roll is made with baker’s salt

    Baker’s salt contains iodine, but according to the Netherlands Nutrition Centre, bakers aren’t required to use it. So don’t assume which salt has been used based on the type of bread alone.

    Check whether ‘iodised salt’ or ‘baker’s salt’ is listed among the ingredients, or ask the baker.

Brands to compare

Albert Heijn

Albert Heijn lists, among other options, a 70 g white roll sold individually.

  • Ingredients, nutritional information and allergens are listed for this product.
  • Check the latest product information and ask whether the roll can be cut the way you want.

Jumbo

Jumbo offers various types of rolls, including white, multiseed, sourdough and frozen varieties.

  • The category lets you compare different product types and pack sizes.
  • Check the information for each individual product for ingredients and allergens; ‘multiseed’ alone doesn’t tell you the proportion of wholemeal flour.

PLUS

PLUS lists white and multigrain rolls, as well as a separately labelled gluten-free option.

  • For its multigrain variety, PLUS lists 56% wholemeal wheat flour and 7 g of fibre per 100 g; baking instructions are also provided for the bake-at-home varieties.
  • The white, multigrain and gluten-free varieties have different recipes. Compare their labels individually.

Dirk

Dirk offers white and multigrain bake-at-home rolls in packs of four.

  • You can choose between the listed white and multigrain varieties to bake at home.
  • Check the ingredients, allergens and nutritional information on the packaging if these affect your choice.

ALDI

ALDI lists an individual white roll.

  • An option if you’re looking for a single white roll.
  • Ask in store about the cut, and check the ingredients and allergen information if they’re relevant to you.

Lidl

Lidl lists a white wheat roll as an in-store bakery item, as well as separate white rolls to bake at home.

  • The distinction between an in-store bakery roll and a pack for baking at home helps you choose between eating it straight away and preparing it at home.
  • Check the ingredients, allergens and cut for each variety before you buy.

Crusty rolls on Joybuy

Related products coming soon.

Frequently asked questions

Does every Dutch baker have to use baker’s salt?

No. According to the Netherlands Nutrition Centre, bakers aren’t required to use baker’s salt. Baker’s salt contains iodine; check the ingredients or ask the baker if the type of salt used matters to your choice.

How do I bake packaged rolls at home?

Follow the instructions on the packaging for the specific product. For its white and multigrain bake-at-home rolls, PLUS recommends 8–10 minutes in a preheated oven at 220 °C or 4 minutes in a preheated air fryer at 200 °C; don’t automatically apply these timings to other rolls.

Are multigrain rolls always wholemeal?

No. The name ‘multigrain’ doesn’t tell you how much wholemeal flour a roll contains. PLUS states that its multigrain rolls contain 56% wholemeal wheat flour; for another product, check its own description and ingredients list.

What should I check if I need to avoid gluten?

Choose a roll explicitly labelled gluten-free and read the current label. The ordinary white and multigrain rolls mentioned contain wheat; the separately labelled PLUS white gluten-free roll has a different recipe.