Choose a roll labelled ‘wholemeal’ if you want it to be made entirely with wholemeal flour: according to the Netherlands Food and Consumer Product Safety Authority, the grain ingredient must then consist of 100% wholemeal flour. If someone is used to eating white rolls, a white one can be a familiar choice for lunch. A multigrain roll is also worth trying, but ‘multigrain’ does not automatically mean wholemeal. Also decide whether the roll needs to be ready to eat straight away or whether you have time to bake it at home.
If a white roll is familiar, you could try a multigrain or wholemeal version without assuming they are the same. The Netherlands Nutrition Centre distinguishes between multigrain and wholemeal, so check the product description before choosing.
If you’re looking for a wholemeal roll, the product description is key. According to the Netherlands Food and Consumer Product Safety Authority, a product called ‘wholemeal’ must be made entirely with wholemeal flour as its grain ingredient.
If you’re buying rolls in advance, think about how to prepare them and store any that are left over. Check the packaging for instructions on baking and storing your chosen type.
Start by deciding whether you want a familiar taste or specifically want a wholemeal option. Then decide whether the roll needs to be ready to take for lunch or can be baked at home.
A good choice when: you specifically want a wholemeal roll for lunch.
Worth considering: the taste and texture may be less familiar to someone who usually eats white rolls.
A good choice when: you want to try something other than white without choosing a wholemeal roll straight away.
Worth considering: according to the Netherlands Nutrition Centre, ‘multigrain’ refers to the types of grain used; it does not automatically mean the grain ingredient is entirely wholemeal.
A good choice when: a familiar white bread option is the priority for this lunch.
Worth considering: according to the Netherlands Nutrition Centre, white grain products contain less fibre than wholemeal grain products.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Wholemeal and fibre | Look for the description ‘wholemeal’. If it only says ‘multigrain’ or ‘brown’, check the ingredients and compare the fibre content per 100 g. | I want to try something other than white, but the roll still needs to appeal to a fussy eater. This transition is the priority for around 46% of consumers. |
| Taste and ready-to-eat convenience | Decide whether you want a roll that’s ready to eat or one that needs to be baked at home. | If I buy a roll while I’m out, I don’t want to have to go home and bake it first, so I’d rather choose a familiar taste. Around 36% of consumers prioritise this ready-to-eat lunch option. |
| Packaging and storage | Check the number of rolls and the storage instructions before choosing a pack for several lunches. | If a pack contains several rolls, I want to be able to use the rest rather than leave them uneaten. This is the priority for around 18% of consumers. |
According to the Netherlands Nutrition Centre, ‘multigrain’ tells you how many types of grain are used. It doesn’t guarantee that the grain ingredient is entirely wholemeal.
If you specifically want wholemeal, look for that description. For other rolls, check the ingredients and compare the nutritional information per 100 g.
According to the Netherlands Nutrition Centre, bread does not have to be baked with baker’s salt. Its presence therefore varies from product to product.
For packaged rolls, check the ingredients if iodised salt is important to your choice. For an unpackaged roll, ask for product information.
If a pack contains several rolls, you may have some left after lunch.
Check the storage advice and freeze any rolls you want to use later, following the product instructions.
Bear in mind that bread can become drier if it is frozen for a long time.
An unpackaged roll may not have its own label listing the ingredients. Allergens vary depending on the product.
Ask for allergen information before buying if you need it. According to the Netherlands Food and Consumer Product Safety Authority, this information must be available for unpackaged foods.
The ranges below give you an idea of the types of products you may come across. Check the description and packaging of the roll you’re actually buying.
Albert Heijn lists fresh white and wholemeal rolls in its in-store range.
Jumbo lists white and multiseed rolls, among other products in its roll range.
Lidl lists 700 g packs of wholemeal bake-at-home rolls as an in-store product.
ALDI lists an individual white roll, as well as white and wholemeal bake-at-home rolls in its wider range.
PLUS lists white, multigrain and sourdough rolls as separate products.
Dirk lists 1 de Beste rolls in white and multigrain varieties.
This white roll is a good fit for a lunch where a familiar bread option comes first. Before buying, check whether the rolls are ready to eat or need baking.
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A white roll for anyone looking for a familiar bread option at lunchtime. The pack contains 4 rolls.
If you specifically want wholemeal, choose a product labelled as such. Check the baking instructions for these rolls and, if relevant to you, the allergen information on the packaging.
No. According to the Netherlands Nutrition Centre, ‘multigrain’ means that at least three types of grain are used. The Netherlands Food and Consumer Product Safety Authority has a different requirement for the description ‘wholemeal’: the grain ingredient must consist entirely of wholemeal flour. So check the exact product description.
No. According to the Netherlands Nutrition Centre, bread does not have to be baked with baker’s salt. For packaged rolls, check the ingredients, or ask for product information if you’re buying one loose.
If the information isn’t displayed, ask at the bakery counter before buying. According to the Netherlands Food and Consumer Product Safety Authority, allergen information must also be available for unpackaged foods.
For an unopened pack, first follow the storage advice and use-by date on the label. For brown rolls, the Netherlands Nutrition Centre’s Storage Guide recommends 2–4 days in a kitchen cupboard and 1–3 months in the freezer; always follow the storage instructions for your product.
Yes, if the packaging says that the roll can be cooked in an air fryer. Check the time and temperature for your product rather than using the same settings for every bake-at-home roll.
