Who are these rolls for?

Holiday brunch hosts

For anyone who wants to serve a roll with recognisable features such as sourdough, seeds or wholemeal flour as part of a generous lunch.

Planners who like to bake their own

For anyone who wants to take rolls with them and prepare them at their holiday accommodation, taking into account the available equipment, storage space and pack instructions.

Readers who check the label

For anyone who pays particular attention to wholemeal flour, fibre, salt, iodine information or allergens when choosing, whatever the roll looks like.

What should you look for when choosing?

First decide what matters most for your holiday meal: the ingredients, the character of the bread, or the option to store and bake the rolls later.

What to consider What to check when buying Who it matters to
Ingredients and nutritional information Read the product description and allergen information; compare fibre and salt per 100 g if you wish. If I’m looking specifically for wholemeal bread or need to take allergens into account, I don’t want to judge by appearance. Around 42% of consumers give checking the ingredients top priority.
Bread character and appearance Check that sourdough, seeds, grains or a particular baking method are actually listed for the product you’ve chosen. For a special lunch, I want to know what makes a roll distinctive without assuming what it contains from a word such as ‘rustic’. Around 33% of consumers prioritise this aspect of the bread.
Storage and preparation Check what equipment you’ll need and follow the storage and defrosting instructions for your chosen option. I want to be able to take the rolls with me and serve them when it suits, using the equipment available at my holiday accommodation. This is the most important consideration for around 25% of consumers.

Common mistakes

  • Assuming sourdough, spelt or ‘premium’ means wholemeal or gluten-free

    Those words alone don’t tell you whether a roll contains wholemeal flour or is labelled gluten-free. For example, the spelt sourdough roll described by PLUS is a white roll.

    Check the product description and ingredients list. If you need a gluten-free option, look for an explicit gluten-free label on the specific product rather than relying on the grain named in its title.

  • Waiting until your holiday to check the baking and freezing instructions

    A roll that needs baking requires suitable equipment. PLUS also says that its frozen sourdough roll must not be refrozen after defrosting.

    Before you leave, check the equipment required, storage temperature and instructions for after defrosting. Make sure the quantity you buy is practical for you to store and prepare.

  • Assuming every roll has the same iodine information

    You can’t tell whether a roll contains iodised salt or baker’s salt from the shop name, grain type or a premium label.

    If the salt or iodine information matters to you, read the ingredients list on the pack you’ve chosen.

  • Assuming the online range reflects stock at every branch

    Lidl Netherlands says that its fresh bread range may vary between branches. So a roll shown online may not be available in the shop near your holiday destination.

    Check with the branch if you need a particular fresh roll, or choose a suitable product in advance that you can take with you according to the pack instructions.

Brands to consider

Albert Heijn

Worth considering for fresh rolls with distinctive ingredients, as well as a separate gluten-free bake-at-home option.

  • For its Liefde & Passie wholemeal sourdough roll, Albert Heijn lists features including stone-oven baking, oat flakes, quinoa and chia seeds.
  • Albert Heijn says its gluten-free bake-at-home rolls may contain other allergens and are not suitable for home freezing.

Jumbo

Offers rolls in a range of options, including organic, spelt, sourdough, multigrain and frozen.

  • These options give you different ingredients and storage possibilities to compare for each product.
  • According to Jumbo, its organic spelt roll contains spelt and wheat; spelt is not a gluten-free option.

PLUS

Offers spelt sourdough, wholemeal multigrain and frozen sourdough rolls, among other options.

  • For its spelt sourdough option, PLUS provides preparation instructions for an oven and air fryer, and a storage temperature for its frozen option.
  • Preparation and storage instructions vary by option, so follow the guidance for the roll you choose.

Dirk

Offers a rustic multigrain roll in a pack of four, as well as an individual brown wheat roll.

  • You can choose between a pack of several part-baked rolls and an individual roll.
  • Check the label of your chosen option for ingredients, allergens and nutritional information.

Lidl

Worth considering if you’re looking for fresh rolls in store or rolls to bake at home.

  • Lidl lists white rolls as an in-store product.
  • Lidl Netherlands says its fresh bread range may vary by branch, so check locally to see if the option you want is available.

ALDI

Offers an individual white roll as a simple option for a meal.

  • ALDI describes the roll as a crisp white bread roll.
  • If you’re specifically looking for sourdough, wholemeal flour or a particular preparation method, check that the roll you choose has those features.

Rolls on Joybuy

If you’re planning a holiday meal and want to serve white rolls, this pack contains four. Check the ingredients and storage and preparation instructions before planning your meal.

g'woon White Rustic Pistolet, pack of 4

g'woon White Rustic Pistolet, pack of 4

An option if you’re looking for four white rolls for lunch. Check the pack to make sure the preparation and storage instructions suit your holiday plans.

View on Joybuy

Frequently asked questions

Is a sourdough or premium roll automatically wholemeal?

No. Sourdough and a premium appearance don’t tell you whether wholemeal flour has been used. Check the product description and ingredients list: Albert Heijn explicitly lists wholemeal flour for its wholemeal roll, while PLUS describes its spelt sourdough roll as a white roll.

Can I choose a spelt roll if I need a gluten-free option?

Not just because it’s called spelt: the spelt rolls described by Jumbo and PLUS contain gluten-containing grains. Choose a roll that is explicitly labelled gluten-free, and check the product’s other allergen information too.

Does every roll contain iodised baker’s salt?

Don’t assume so without checking the label. Read the ingredients list for the specific roll if you want to know whether iodised salt or baker’s salt is listed.

Can I take part-baked rolls to a holiday cottage?

Yes, provided you can store and prepare them according to the product instructions. PLUS says its frozen sourdough roll should be stored at −18 °C and must not be refrozen after defrosting. Albert Heijn says its gluten-free bake-at-home rolls are not suitable for home freezing.