What should you look for when choosing?
First, choose a size to suit your Christmas table and serving time. Then check the ingredients of the loaf you’re actually buying.
| What to consider |
What to check before buying |
Who it matters to |
| Flavour and presentation |
Check the size and find out whether the loaf is part-baked or baked in store. |
If you’re serving bread on a festive board, you’ll want the crust, flavour and serving time to suit the meal; around 31% of consumers prioritise this. |
| Wholemeal and ingredients |
Read the ingredients list; compare fibre and salt per 100 g if needed, and look for baker’s salt or iodised salt. |
If you’re specifically looking for wholemeal bread, don’t rely on the word ‘multi-seed’ alone. This is the top priority for around 31% of consumers. |
| Allergens |
Check the current allergen information and details of any possible traces on the packaging. |
If someone at your table needs to avoid certain ingredients, you’ll want to know what’s in the loaf; an estimated 23% of consumers prioritise allergen information. |
| Quantity and storage |
Compare the loaf’s weight with the number of people eating and the other dishes; decide whether you can freeze any leftovers. |
If you’re hosting a small gathering, you won’t want too much bread left over. That’s why around 15% of consumers prioritise size and storage. |
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Frequently asked questions
Is multi-seed bread automatically wholemeal?
No. According to the Netherlands Nutrition Centre, multi-seed bread is made with at least three different types of grain, but the name doesn’t mean it’s wholemeal. Check the product name and ingredients list of the loaf you’re buying.
Is sourdough bread always free from baker’s yeast?
No, don’t assume so without checking the label: bread can contain both sourdough and baker’s yeast. Read the ingredients if the raising agent matters to your choice.
Is iodised baker’s salt always used in Dutch bread?
No. The Netherlands Nutrition Centre says bakers aren’t required to use baker’s salt. For packaged bread, look for ‘baker’s salt’ or ‘iodised salt’ in the ingredients list; for unpackaged bread, ask the baker.
How should I store wholemeal sourdough bread if I buy it well ahead of Christmas?
If you’re buying it well ahead, freeze it in portions. For opened wholemeal sourdough bread, the Netherlands Nutrition Centre recommends storing it in a kitchen cupboard for 2–4 days or in the freezer for 1–3 months. Also follow any instructions on the packaging.
Does ‘artisan’ tell me which ingredients are in the bread?
No. That description doesn’t give you a full ingredients list. Check the packaging or, for unpackaged bread, ask which grains and raising agents are used, what type of salt it contains and whether there are any allergens.