Who is this choice relevant to?

The host planning a mixed spread

Wants to serve both white and wholemeal rolls at Easter lunch, so guests can choose for themselves. Jumbo and PLUS both have examples of each type in their ranges.

The shopper looking for wholemeal

Wants a roll that is explicitly labelled wholemeal and compares ingredients and fibre per 100 g, rather than judging by its colour.

The home baker

Wants to bake the rolls shortly before lunch and takes oven space, preparation time and any defrosting instructions into account when choosing.

What should you look for when choosing?

For an Easter lunch with guests who have different preferences, first decide which types of roll you want to offer. Then plan how many you’ll need and when to prepare them.

What to consider What to check when buying Who it matters to
Choosing between white and wholemeal Choose one white and one explicitly labelled wholemeal option. Check how many rolls are in each pack for your lunch guests. I want guests to choose between white and wholemeal for themselves, so nobody is limited to one type; around 40% of consumers say having that choice is their top priority.
Clearly labelled wholemeal Check the product description and ingredients. Compare fibre content on the same basis, such as per 100 g. If I want wholemeal, I’d rather not judge by the colour of the roll; around 30% of consumers put a clearly identified wholemeal option first.
Preparation and storage Check whether the rolls are fresh, ready to bake or frozen. Read the preparation and storage instructions. I want to bake the rolls just before lunch without holding up serving; for around 30% of consumers, planning preparation and storage is the most important factor.

Common mistakes

  • Assuming a dark or multigrain roll is wholemeal

    Colour and the term ‘multigrain’ don’t tell you whether a kaiser roll is made with wholemeal flour, explains Brood.net.

    Look for an explicit wholemeal label and check the ingredients. Compare fibre content only when both products give it in the same unit.

  • Offering an ordinary roll as a gluten-free alternative

    A wholemeal wheat kaiser roll is not the same as one labelled gluten-free. According to the Voedingscentrum, even crumbs from ordinary bread can be a problem for people with coeliac disease.

    Check that the product you choose is labelled gluten-free, and prepare and serve it separately from ordinary rolls and crumbs.

  • Defrosting frozen rolls without a baking plan

    Jumbo’s frozen wholemeal kaiser rolls come with instructions not to refreeze them after defrosting.

    Plan how many rolls you’ll need, read the storage instructions on the pack you choose and bake them in batches if necessary.

  • Assuming the shop will have the same Easter opening hours as before

    Whether you can pick up rolls on the day you want depends on the branch you choose and its current opening hours.

    Check the opening hours of the branch where you plan to shop shortly before Easter lunch.

Brands to compare

Albert Heijn

Worth a look if you’re after an individual fresh wholemeal kaiser roll.

  • Albert Heijn describes its 70 g wholemeal kaiser roll as a wholemeal wheat roll and lists 7.1 g of fibre per 100 g.
  • Check the pack for the latest ingredients and nutritional information when you buy.

Jumbo

Worth a look if you want to compare white, wholemeal and frozen kaiser rolls within one range.

  • Jumbo’s kaiser roll selection also lists Schär gluten-free kaiser rolls as a separate option.
  • The frozen wholemeal option needs to be baked at home and, according to Jumbo, must not be refrozen after defrosting.

Lidl

Worth a look if you want to choose kaiser rolls from the fresh-from-the-oven range.

  • Lidl lists kaiser rolls in its bread range.
  • Lidl says its fresh bread range may vary by branch. If you’re looking for wholemeal, check the product label in store.

ALDI

Worth a look for white kaiser rolls, either fresh or ready to bake at home.

  • ALDI lists individual white kaiser rolls and a pack of six white bake-at-home rolls.
  • A multigrain alternative isn’t automatically a wholemeal kaiser roll; check the label if you want to offer both types.

PLUS

Worth a look if you want an individual wholemeal kaiser roll alongside white rolls.

  • PLUS states that its wholemeal kaiser roll contains 67% wholemeal wheat flour and 6.9 g of fibre per 100 g.
  • Check the ingredients and allergens of each roll you choose, even if you’re serving them together.

Dirk

Worth a look if you want to bake kaiser rolls at home.

  • Dirk lists a pack of four 1 de Beste kaiser rolls, with a preparation time of 6–8 minutes in an oven or air fryer.
  • Check the pack you choose for ingredients and allergen information.

Related products on Joybuy

Related products coming soon.

Frequently asked questions

Is a dark or multigrain kaiser roll automatically wholemeal?

No. According to Brood.net, the colour doesn’t tell you which type of flour has been used. Look for an explicit wholemeal label and check the ingredients.

Can I serve a wholemeal kaiser roll to a guest who needs to eat gluten-free?

An ordinary wholemeal wheat roll is not a gluten-free alternative. Choose a product clearly labelled gluten-free, and prepare and serve it separately from ordinary rolls and crumbs. The Voedingscentrum points out that even small amounts of gluten matter for people with coeliac disease.

Does every kaiser roll contain iodised baker’s salt?

No, you can’t assume that every roll does. According to the Voedingscentrum, bakers aren’t required to use baker’s salt. For packaged rolls, check the ingredients for baker’s salt or iodised salt; for unpackaged rolls, ask about the ingredients.

How can I make sure bake-at-home rolls are ready in time for Easter lunch?

Plan backwards from when you want to serve lunch. Read the instructions on the pack you choose, allow time to preheat the oven and bake only as many rolls as you need at that point.

Can I still buy kaiser rolls on Easter Sunday?

That depends on the opening hours of the branch where you plan to shop. Check with your chosen shop shortly before Easter lunch rather than assuming it will have the same opening hours as on a previous bank holiday.