Families with different bread preferences
If one person prefers white and another wholemeal, you can buy two clearly distinct types rather than choosing one flavour or texture for everyone.
Who is this choice relevant to?
Breakfast eaters keeping an eye on fibre
If you compare rolls by their fibre content, check the wholemeal label and compare the nutritional information per 100 g. The Netherlands Nutrition Centre recommends replacing white bread with wholemeal or brown bread as often as possible.
People who plan breakfast in advance
Fresh shop-bought rolls, white part-baked rolls and frozen rolls all need different preparation. Oven space, freezer space and the time you have available will determine which option suits your morning.
What should you look for when choosing white, wholemeal or both?
Start by thinking about the flavour and texture people will enjoy. Then compare the fibre per 100 g and choose a preparation and storage option that works for your morning routine.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Flavour and choice | If you want to buy both types separately, check whether the pack says white or wholemeal. | If not everyone wants the same bread texture, I want to be able to offer a white and a wholemeal option. Around 40% of consumers prioritise this combination. |
| Fibre | Compare the fibre per 100 g and check whether the product description and ingredients say wholemeal. | When fibre is my main buying criterion, I look beyond the colour of the roll. This is the top priority for around 30% of consumers. |
| Preparation and storage | Check the cooking time, storage instructions and any defrosting instructions on the exact pack. | If I want to grab a roll and go, the preparation needs to fit into my morning routine. This practical consideration comes first for around 30% of consumers. |
Common mistakes
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Assuming a dark or multigrain roll is wholemeal
The colour or the word ‘multigrain’ does not mean the same as ‘wholemeal’ if you’re specifically looking for a wholemeal kaiser roll.
Read the product description and ingredients list, and compare the fibre per 100 g.
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Forgetting oven time and freezer space
White part-baked rolls need to go in the oven at home. According to the packaging, the Jumbo frozen option we looked at must be stored at −18 °C and must not be refrozen after defrosting.
Choose fresh, part-baked or frozen rolls based on the time and space you actually have, and follow the instructions on the pack you choose.
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Judging allergens by the type of bread alone
The standard white and wholemeal options we looked at contain cereals containing gluten. The Jumbo frozen option with wholemeal rolls we looked at also lists soya.
Check the ingredients and allergens on the exact pack, even if you’ve bought a similar roll before.
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Overlooking baker’s salt on the label
According to the Netherlands Food and Consumer Product Safety Authority, iodine compounds may be present in bread and other baked goods through the use of baker’s salt. The Albert Heijn wholemeal kaiser roll we looked at lists iodised salt.
If iodine content is relevant to your choice, check the ingredients on the exact pack rather than assuming anything based on the type of bread.
Brands with relevant kaiser rolls
Albert Heijn
The Albert Heijn product information we looked at includes both a fresh wholemeal kaiser roll and a pack of ten white part-baked kaiser rolls.
- The wholemeal roll we looked at lists 7.1 g of fibre per 100 g; the pack of ten white rolls lists 2.9 g per 100 g.
- Albert Heijn says the pack of ten white rolls needs 8–10 minutes in the oven at 220 °C. Both options mentioned contain cereals containing gluten.
Jumbo
The Jumbo products we looked at include frozen wholemeal kaiser rolls and a pack of ten white rolls to bake at home.
- The frozen wholemeal option lists 6.7 g of fibre per 100 g; the pack of ten white rolls lists 2.9 g per 100 g.
- Jumbo says the frozen wholemeal option must be stored at −18 °C. It contains wheat, rye, barley and soya, among other ingredients. Check the exact pack.
Schär
Jumbo lists Schär Kaiserbrötchen Glutenvrij, a pack of four weighing 240 g, in its kaiser rolls and buns category.
- This is a separate product option in the category that is specifically labelled gluten-free.
- Before buying, check the full ingredients list, allergens and preparation instructions for the exact product.
Kaiser rolls at Joybuy
Related products coming soon.
Frequently asked questions
For a quick breakfast, should I choose white or wholemeal?
Choose based on what people will eat, the fibre content and how much preparation is needed; you can also buy both types separately. The Albert Heijn and Jumbo wholemeal options we looked at list 7.1 and 6.7 g of fibre per 100 g respectively, compared with 2.9 g per 100 g for the white options we looked at. Frozen and part-baked options do need some preparation at home.
How can I tell if a kaiser roll is wholemeal?
Look for the word ‘wholemeal’ in the product description and read the ingredients list. Don’t judge by a dark colour or multigrain appearance alone; compare the fibre per 100 g too, if that matters to your choice.
How much preparation do part-baked and frozen rolls need?
It varies by product. Albert Heijn says the white part-baked rolls we looked at need 8–10 minutes at 220 °C; Jumbo says its pack of ten white rolls needs 6–8 minutes at 220 °C. For frozen rolls, check the storage and defrosting instructions on the exact pack too.
How can I check whether a kaiser roll contains iodised salt?
Read the ingredients list on the exact pack and look for terms such as ‘iodised salt’ or ‘baker’s salt’. The Netherlands Food and Consumer Product Safety Authority explains that iodine compounds may be present in bread and other baked goods through the use of baker’s salt; this does not tell you what any individual roll contains.
Are the standard kaiser rolls mentioned gluten-free?
No. The standard white and wholemeal options we looked at list wheat or other cereals containing gluten. Jumbo also lists Schär Kaiserbrötchen Glutenvrij in the category, but check the ingredients and allergens on the exact pack before choosing that option.