Who is this choice relevant to?

Budget shoppers who want to use up their bread

You look beyond the price per loaf: the weight and how much you’ll eat matter too. Buying half a loaf or freezing portions can help prevent waste.

Households with fussy bread eaters

You’re looking for a finer crumb, but don’t want to assume that a dark or seeded loaf is wholemeal. The description on the bread itself is what matters.

Shoppers comparing labels

You want to identify the type of bread, compare fibre and salt per 100 g, or check the ingredients and allergens in a specific loaf.

What should you look for when choosing?

Fine wholemeal bread

A good fit if: the coarse crumb is putting someone off, but you still want to buy wholemeal bread.

The trade-off: ‘Fine’ doesn’t tell you whether everyone will like the taste. Check that the specific loaf is labelled ‘wholemeal’.

Brown bread or a white-and-wholemeal mix

A good fit if: the eater leaves a fully wholemeal loaf untouched and getting them to enjoy the bread is the priority.

The trade-off: a mix or brown bread isn’t automatically wholemeal; check the bread type and ingredients.

White bread

A good fit if: white bread is the preferred choice for a particular meal.

The trade-off: white bread isn’t a wholemeal option. According to the Voedingscentrum, wholegrain products contain more fibre than products made with white flour.

What to consider What to check when buying Who it matters to
Budget and waste Compare the price per kilo and weight; choose a size you’ll use up or freeze slices. If I can’t finish a whole loaf, I don’t want to look only at the price per loaf and end up throwing slices away; around 42% of consumers would say reducing waste is their main concern.
Fine texture Look for a fine-textured option and check separately whether it’s labelled ‘wholemeal’. If a coarse crumb gets left uneaten at home, I’d rather look for a finer loaf that’s still wholemeal; around 33% of consumers would say texture matters most.
Bread type and label Read the white, brown or wholemeal description and check the ingredients, allergens and nutritional information per 100 g. When I buy bread, I want to know what type I’m getting and which ingredients and allergens it contains; around 25% of consumers would prioritise checking the label.

Common mistakes

  • Assuming dark or seeded bread is wholemeal

    The colour and names such as ‘multigrain’ or ‘waldkorn’ don’t tell you whether you’re buying wholemeal bread.

    Check whether the bread is labelled white, brown or wholemeal. The Nederlands Bakkerij Centrum points out that this description must be clearly displayed.

  • Comparing only the price per loaf

    When loaves come in different weights or are sold whole or half-size, the price per loaf doesn’t tell you much about value for money. Any bread left uneaten should also factor into your decision.

    Compare the price per kilo and the weight, and think about how many slices you’ll use. The Voedingscentrum recommends freezing bread if needed and taking out only what you need each time.

  • Assuming every loaf contains baker’s salt

    Not all bread is made with baker’s salt. According to the Voedingscentrum, the label will tell you if it has been used.

    Check the label if baker’s salt is relevant to your choice of bread; for unpackaged bread, ask about the ingredients.

  • Assuming ‘wholemeal’ tells you about allergens

    ‘Wholemeal’ describes the type of bread, not whether a specific loaf is free from ingredients you need to avoid.

    Read the allergen information for the exact product. For unpackaged bread, ask for details of the ingredients.

Brands to consider

Albert Heijn

The online category includes a range of wholemeal breads, including full and half loaves.

  • You can compare different sizes and types of bread side by side.
  • Check the ingredients, allergens and nutritional information for each loaf on the product page or packaging.

Jumbo

The category includes fine and coarse wholemeal breads.

  • Jumbo lists 7,6 g of fibre per 100 g for its Fijn Volkorenbrood, which is useful when comparing products per 100 g.
  • Don’t assume these figures apply to other Jumbo varieties; check the current packaging.

Lidl

Lidl lists an 800 g Fijn volkorenbrood for in-store purchase.

  • A fine wholemeal option gives you a specific loaf to compare for bread type and texture.
  • Lidl’s description of a particular kids’ loaf made with extra-finely milled wholemeal flour doesn’t necessarily apply to every fine wholemeal loaf.

ALDI

ALDI lists a sliced Fijn Volkoren heel for in-store shoppers.

  • It’s a fine wholemeal option to include when comparing loaf sizes.
  • Check the packaging for nutritional information and with your local shop for current availability.

PLUS

The wholemeal bread category includes round, farmhouse, full and half loaves.

  • The different sizes make it easier to choose an amount you’ll use up.
  • PLUS notes that ingredients, nutritional values and allergen information can change, so check the packaging.

Dirk

The bread range includes wholemeal, white, multigrain and sourdough options.

  • A wholemeal hearth loaf is a distinct bread option to consider.
  • When buying, compare the weight and current price per kilo of the specific loaves.

Bread options on Joybuy

Related products coming soon.

Frequently asked questions

Is dark or multigrain bread automatically wholemeal?

No. The colour and names such as ‘multigrain’ don’t tell you what type of bread you’re buying. Look for the white, brown or wholemeal description; the Nederlands Bakkerij Centrum says this is the key way to identify bread.

Can fine wholemeal bread work for a fussy eater?

Yes. If it’s mainly the coarse crumb that puts them off, a fine-textured option may be worth trying. Just check that the bread is actually labelled wholemeal: ‘fine’ doesn’t describe the type of bread and doesn’t guarantee they’ll like the taste.

How can I avoid having part of a cheap whole loaf left over?

Choose a size you can use up, or freeze the bread in portions. The Voedingscentrum recommends taking only the slices you need from the freezer each time.

Does every loaf contain baker’s salt?

No, not all bread is made with baker’s salt. According to the Voedingscentrum, the label will say whether baker’s salt has been used; for unpackaged bread, you can ask about the ingredients.

Where can I check the allergens in wholemeal bread?

Check the allergen information for the specific loaf rather than relying on the name ‘wholemeal’. If the bread is unpackaged, ask for the ingredients if there’s a particular one you need to avoid.