What should you look for when choosing one?
Start by thinking about how much bread you get through at home. Then compare the ingredients in the half loaves you’re considering.
| What to consider | What to check when buying | Who it matters to |
| Portion size and waste |
Check that it’s a half loaf and whether you can freeze any leftover slices in portions. |
If I don’t eat many slices of bread, I don’t want to have more open than I can finish. Around 36% of consumers put portion size first. |
| Wholemeal content and nutritional information |
Look for the ‘wholemeal’ label and compare the ingredients and fibre per 100 g. |
When I eat bread regularly, I want to know which types of grain and flour it contains. For around 29% of consumers, the ingredients are their main consideration. |
| Taste and texture |
Check which grains, kernels or seeds are listed, and whether the loaf is sliced. |
When I’m choosing bread mainly for a particular taste and bite, texture matters most. That’s the main reason for around 21% of consumers. |
| Allergens and dietary suitability |
Read the latest allergen information; check for an explicit ‘gluten-free’ label if needed. |
If I need to avoid certain ingredients, the bread must meet my dietary needs first. Around 14% of consumers put this requirement first. |
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Frequently asked questions
Is multigrain bread automatically wholemeal?
No. According to the Netherlands Nutrition Centre, ‘multigrain’ means that bread contains at least three types of grain; it may also contain refined flour. Check the wholemeal label and the ingredients in the bread you want to buy.
How should I store half a loaf if I don’t eat bread every day?
Ideally, freeze any slices you won’t use soon in portions as soon as you buy the loaf. For wholemeal bread, the Netherlands Nutrition Centre recommends storing it in a kitchen cupboard for 2 to 4 days or in the freezer for 1 to 3 months. Also follow the storage advice on the specific packaging.
What should I look for with gluten and other allergens?
Check the allergen information for the specific loaf, as ‘multigrain’ doesn’t tell you which grains or other ingredients it contains. If you need gluten-free bread, don’t rely on the name: look for an explicit gluten-free label and check the other ingredients too.
Does every multigrain loaf contain iodine from baker’s salt?
You can’t tell from the type of bread alone. The Netherlands Food and Consumer Product Safety Authority describes baker’s salt as a way of adding iodine compounds to bread, but that doesn’t confirm the ingredients in any particular loaf. Check the ingredients list and, if in doubt, ask the baker which salt they’ve used.