Who is this choice relevant to?

It mainly depends on what matters most at the table: whether the bread is labelled wholemeal, its texture or choosing an amount that suits your breakfast.

Families who want to serve wholemeal bread

You don’t want to rely on the colour or words such as ‘multigrain’. You’re looking for bread labelled wholemeal and, if in doubt, checking the ingredients.

People who prefer a finer texture

You want to stick with wholemeal but avoid a coarse texture. Fine wholemeal is a good place to start, although the texture of the particular loaf is what matters.

Breakfast and brunch shoppers with different preferences

You’re buying for several people and don’t want to be left with lots of bread. A half loaf or freezing the bread in portions can help. You could also serve a different loaf as an alternative.

What should you look for when choosing?

First decide whether the bread itself needs to be wholemeal. Then compare the texture and, finally, choose an amount that suits the number of people you’re serving.

What to consider What to check Who it matters to
Wholemeal status Look for the word ‘wholemeal’ in the product name or on the packaging. For a mix, check which types of flour are listed in the ingredients. I want to serve wholemeal bread and avoid accidentally choosing a loaf that also contains plain flour. Wholemeal status is the top priority for around 50% of consumers with this purchasing question.
Texture Look for fine wholemeal and check the description of the crumb and any seeds in the particular loaf. A coarse texture is the biggest obstacle for people at our table, although I still want to choose wholemeal. Around 33% of consumers prioritise a finer texture.
Quantity Choose a suitable size or freeze the bread in portions soon after buying it, as the Netherlands Nutrition Centre advises. For a small breakfast, I don’t want to open more bread than we’ll use. Keeping leftovers to a minimum is the top priority for around 17% of consumers.

Common mistakes

  • Assuming brown or multigrain bread is wholemeal

    A dark colour or several types of grain won’t tell you whether all the grain ingredients are wholemeal flour. The Netherlands Food and Consumer Product Safety Authority bases the wholemeal label on the ingredients.

    If wholemeal is a must, look specifically for that label and check the ingredients in mixed breads.

  • Assuming fine wholemeal is always soft

    The word ‘fine’ doesn’t, by itself, tell you how the bread feels or which seeds it contains. Lidl describes one of its own kids’ wholemeal loaves as made with extra-finely milled wholemeal flour, but that description doesn’t apply to every fine wholemeal loaf.

    Compare the product description and packaging of the loaf you’re actually choosing.

  • Buying a whole loaf for a small breakfast

    If you serve different types of bread, you may have some left over from each loaf.

    Consider buying half a loaf or freezing the remaining slices in portions soon after purchase.

  • Skipping the allergen information

    The word ‘wholemeal’ doesn’t tell you which other ingredients and allergens the bread contains. The Netherlands Nutrition Centre says that common allergens must be clearly listed on the label.

    Check the allergen information for each loaf separately if it matters to anyone eating it.

Supermarket brands to consider

These supermarkets offer a range of wholemeal breads. Compare the name, ingredients and nutritional information for the product you choose; a category page doesn’t tell you how every loaf is made.

Albert Heijn

Albert Heijn’s wholemeal bread category includes round loaves and tiger bread, in a range of sizes.

  • Half and whole loaves give you the flexibility to choose an amount that suits your breakfast.
  • Don’t judge a loaf with a different category name by its brown appearance alone.

Jumbo

Jumbo offers fine wholemeal alongside coarser and other wholemeal varieties.

  • The different product names make it easier to search for the texture you want.
  • Check the ingredients and nutritional information for each product; the word ‘fine’ doesn’t tell you everything about the bread.

Lidl

Lidl describes a kids’ wholemeal loaf made with extra-finely milled wholemeal flour and also offers a fine wholemeal product.

  • The description of how the flour is milled gives you a useful pointer if you’re looking for a less coarse texture.
  • Check the label on the loaf you choose; a description of one product doesn’t apply to the whole bread range.

ALDI

ALDI’s fresh daily range includes fine wholemeal and other wholemeal breads.

  • The product names distinguish between a fine texture and other types of bread.
  • Don’t use information about one specific variety as a description of all ALDI breads.

PLUS

PLUS offers round fine wholemeal bread as well as options such as wholemeal tiger bread.

  • You can explore different styles of bread while sticking with wholemeal options.
  • Check the label before you choose if texture or allergens are a deciding factor.

Dirk

Dirk offers wholemeal bread alongside white, brown and multigrain bread.

  • This distinction is useful if you want to choose two different loaves for one breakfast.
  • White, brown and multigrain bread isn’t automatically wholemeal; check the name of each product.

Choosing bread on Joybuy

This wholemeal Lebanese flatbread is an option for a breakfast or brunch with several people. It isn’t sliced fine wholemeal bread, so consider its shape and texture separately if a fine crumb is what matters most.

Souq Lebanese Bread Whole Wheat, pack of 6

Souq Lebanese Bread Whole Wheat, pack of 6

The pack of six flatbreads could suit a breakfast with several people. Before buying, check that the texture of this flatbread and its allergen information are right for everyone eating it.

View on Joybuy

Frequently asked questions

Is brown or multigrain bread automatically wholemeal?

No. According to the Netherlands Food and Consumer Product Safety Authority, a product can only be labelled wholemeal if all the grain ingredients are wholemeal flour. If a loaf contains different types of flour, check the product name and ingredients.

Does fine wholemeal contain less fibre than other wholemeal bread?

You can’t tell from the word ‘fine’. Lidl describes one of its own kids’ wholemeal loaves as made with extra-finely milled wholemeal flour and containing as much fibre as wholemeal bread, but that brand description applies to that product. Compare the fibre per 100 g listed for the specific loaves you’re considering.

What if not everyone wants the same bread?

You can serve wholemeal bread and a smaller white or mixed loaf as separate options. That way, you don’t have to compromise on the ingredients in the wholemeal bread. Choose sizes that match how much you expect to use.

What should I do with bread left over after breakfast?

If you’re not going to use the bread straight away, it’s best to freeze it in portions soon after purchase, as the Netherlands Nutrition Centre advises. Then you can take only the amount you need out of the freezer.

Can you tell from the word ‘wholemeal’ how much iodine bread contains?

No. The word ‘wholemeal’ refers to the grain ingredients and doesn’t tell you how much iodine a particular loaf contains. Check the label for the ingredients used, including any baker’s salt.