Who is this choice relevant to?

Host catering for different tastes

You want to offer both a familiar white crusty roll and a clearly identifiable wholemeal option at the same buffet, so guests can choose for themselves.

Wholemeal shopper who checks the label

You check the ingredients and compare fibre and salt per 100 g, rather than relying on the colour or the name ‘multigrain’.

Organised home cook

You choose rolls to suit the oven or air fryer you have available, and the space you have to store them beforehand.

What should you look for when choosing?

First decide whether you want to serve both white and wholemeal rolls. Then compare the labels on your chosen rolls and check when you can prepare them.

What to consider What to check when buying Who it matters to
Choosing between white and wholemeal Check that you have chosen a white crusty roll as well as a separate variety that is clearly labelled as wholemeal. If my guests have different bread preferences, I don’t want to limit them to one type. For around 40% of consumers, having that choice comes first.
Wholemeal content and nutritional value Read the ingredients and compare fibre and salt per 100 g; the colour and the term ‘multigrain’ are not enough. I want to see what the roll is made of before offering it as a wholemeal option. Around 40% of consumers give this check the highest priority.
Preparation and storage Check the preparation instructions, equipment needed and storage guidance on the packaging. With other dishes to prepare, I want to know when the rolls need to go in the oven or air fryer, and where to keep them until then. This is the most important consideration for around 20% of consumers.

Common mistakes

  • Assuming brown or multigrain means wholemeal

    A dark colour or a multigrain name doesn’t tell you how much wholemeal flour a roll contains. For example, PLUS states that its multigrain rolls contain 56% wholemeal wheat flour.

    Read the ingredients for the variety you want to buy and compare the nutritional information per 100 g.

  • Serving only white rolls

    White bread may be a familiar choice, but it doesn’t give guests who specifically want wholemeal an alternative.

    Put a white variety and one clearly labelled as wholemeal on separate plates, so it’s obvious which rolls are which.

  • Relying on a label you checked earlier

    Ingredients and allergen information are especially important when guests with food allergies are choosing a specific product.

    Check the packaging of the rolls you’re actually serving, and if anything is unclear, discuss the ingredients with the guest concerned.

  • Leaving preparation until just before serving

    Bake-off rolls take up space in the oven or air fryer, which you may also need for other dishes. Jumbo also states that its frozen brown rolls must not be refrozen after defrosting.

    Read the instructions in advance and plan when and how you’ll prepare each type of roll.

Brands compared

Albert Heijn

The product ranges mentioned by Albert Heijn include both white bake-off rolls and a separate wholemeal sourdough roll.

  • The AH Liefde & Passie wholemeal sourdough roll is described as a wholemeal wheat sourdough roll; Albert Heijn states that it contains 7.1 g of fibre per 100 g.
  • AH White Rolls are a different variety, not a wholemeal option. Check the latest label on both products before buying.

Jumbo

Jumbo Brown Rolls are a frozen option if you want to store your rolls in advance.

  • Jumbo lists wholemeal wheat flour in the ingredients and 5.1 g of fibre per 100 g.
  • The rolls need freezer space; Jumbo says they must not be refrozen after defrosting.

PLUS

PLUS offers separate white and multigrain rolls to compare for your buffet.

  • PLUS states that its multigrain rolls contain 56% wholemeal wheat flour and 7 g of fibre per 100 g. They can be prepared in an oven or air fryer.
  • The white variety has a different composition. Check the latest ingredients and nutritional information on each pack.

Dirk

Dirk offers a rustic multigrain roll as a separate option for a mixed buffet.

  • The 1 de Beste Rustic Multigrain Roll pack contains four bake-off rolls, weighing 300 g in total.
  • Check the packaging to see how much wholemeal flour the rolls contain, and compare the nutritional information and allergens there.

ALDI

The ALDI individual crusty roll described here is a white option if you want to choose rolls individually.

  • The product description identifies it as a white roll.
  • To compare ingredients, allergens or nutritional value, read the label on the roll you buy.

Lidl

Lidl describes its White Crusty Roll as a white wheat roll, available to buy in store.

  • The product description makes clear that this is a white crusty roll.
  • Check the ingredients and allergens in store if they matter to your guests.

Crusty rolls at Joybuy

These white rolls are a good fit for the plate reserved for guests who choose white bread. For a wholemeal plate, you’ll need a separate product whose ingredients confirm that it is wholemeal.

g'woon White Rustic Pistolet, pack of 4

g'woon White Rustic Pistolet, 4 pack

A white crusty roll for guests who want white bread with their buffet. If these details affect your choice, check the latest packaging for ingredients, allergens, nutritional information and preparation instructions.

View at Joybuy

Frequently asked questions

Is a brown or multigrain roll automatically wholemeal?

No. The colour or the name ‘multigrain’ doesn’t confirm that it is. Read the ingredients and compare fibre per 100 g: PLUS states that its multigrain rolls contain 56% wholemeal wheat flour, while Albert Heijn explicitly describes its sourdough roll as wholemeal.

How can I check whether a roll contains iodised salt?

Read the ingredients for the specific roll. The products mentioned from Albert Heijn and PLUS list iodised salt; you can’t assume that other rolls contain it.

What should I do if a guest has a food allergy?

Check the latest allergen information on the packaging of every roll you plan to serve. Don’t rely on the colour or product name, and discuss anything unclear with the guest before setting a roll aside for them.

Can I buy the rolls in advance?

Yes, as long as you can follow the storage and preparation instructions for your chosen variety. The Jumbo Brown Rolls mentioned are frozen and, according to Jumbo, must not be refrozen after defrosting. PLUS says its rolls can be prepared in the oven or air fryer.