Shoppers catering for fussy eaters
You’re looking for a type of bread and ingredients that will suit your Christmas market guests. Don’t assume it’s wholegrain based on the name or dark colour. Check the ingredients of the variety you plan to serve.
Who is this choice relevant to?
Shoppers who prioritise wholegrains and fibre
You want a mix of grains, but your first priority is the word ‘wholegrain’ on the label. To compare options further, you can check the fibre content per 100 g of similar breads. According to the Netherlands Nutrition Centre, the term ‘multigrain’ alone doesn’t tell you whether a bread is wholegrain.
Organisers who want to serve bread
You’re looking for portions you can slice or serve as individual rolls. Bake-at-home products will only fit your plans if you have the necessary equipment and time; follow the preparation instructions for your chosen product.
What should you look for when choosing?
First decide whether wholegrains, how the bread is served or your guests’ needs will guide your choice. Then compare the labels and preparation requirements of suitable products.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Wholegrains and fibre | Look for the word ‘wholegrain’ and, if you like, compare the fibre content per 100 g of similar breads. | If bread makes up an important part of the food on offer, I want to choose based on wholegrains rather than colour or seeds. For around 31% of shoppers, choosing wholegrain comes first. |
| How it’s served | Check whether the bread comes sliced, as individual rolls or as a bake-at-home product; read the preparation instructions for bake-at-home products. | When serving visitors, I want to be able to plan portions without having to slice a whole loaf just before serving. Ease of serving is the main concern for around 31% of shoppers. |
| Ingredients and allergens | Read the current ingredients and allergen information for your chosen product; check for a gluten-free label if you need one. | If a guest needs to avoid certain ingredients, I want to be able to check the packaging of the exact bread I’m serving. For around 23% of shoppers, this check takes priority. |
| Local availability | Check the range at your chosen branch or delivery area in good time, and consider a suitable alternative type of bread. | If I’m picking up the bread shortly before the Christmas market, I don’t want to rely on just one specific variety. Availability matters most to around 15% of shoppers. |
Pitfalls to avoid when buying
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Assuming multigrain means wholegrain
According to the Netherlands Nutrition Centre, multigrain bread can be made with refined flour. A dark colour or visible seeds are no proof that the bread is wholegrain either.
If wholegrain is your main requirement, look specifically for ‘wholegrain’ on the packaging. Only then compare the grains and how the bread is served.
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Overlooking other allergens when choosing gluten-free
A gluten-free label doesn’t tell you whether other allergens are present. For guests with a food allergy, the information for the specific bread is what matters.
Read the current allergen information and keep the packaging available when serving bread to a group of visitors.
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Choosing bake-at-home bread without a preparation plan
Bake-at-home products need preparing before you can serve them. For example, PLUS says its wholegrain multigrain baguettes take 8–10 minutes in the oven at 220 °C; other products may have different instructions.
Check the instructions on the packaging of your chosen product and plan for the equipment and preparation time you’ll need.
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Assuming online listings reflect stock at your local branch
A product listing doesn’t tell you whether your chosen variety will be available at your local branch on the day of the Christmas market.
Check local availability and choose a suitable alternative type of bread in good time if one particular variety seems essential.
Brands to consider
Albert Heijn
Albert Heijn lists products including AH Boeren donker meergranen heel and AH Vloerbrood meergranen heel.
- Product information is available to check in advance.
- Albert Heijn warns that ingredients, nutritional information and allergen information may change. Always check the latest packaging.
Jumbo
Jumbo lists both a wholegrain multigrain bread and a separate lower-salt multigrain variety.
- According to Jumbo, Jumbo Volkoren Meergranen Brood contains 7,8 g of fibre per 100 g; Jumbo lists 0,5 g of salt per 100 g for Lo-Sel Meergranenbrood.
- These nutritional values apply to the products named, not to every bread from Jumbo.
Lidl
Lidl includes multigrain bread in its freshly baked bread range.
- Lidl provides a separate overview of ingredients and allergens for freshly baked bread.
- Check the information for your chosen product and its availability at the branch where you plan to shop.
ALDI
ALDI lists Boeren volkoren meergranen and a pre-sliced Luxe vloerbrood meergranen.
- These varieties offer a choice between bread explicitly described as wholegrain and a sliced artisan loaf.
- Check the nutritional information and ingredients for your chosen variety on the packaging; the product names don’t mean the breads are interchangeable.
PLUS
PLUS lists several types of multigrain bread, including bake-at-home baguettes and rolls.
- The different product formats let you choose how to serve the bread or bake it just before serving.
- Bake-at-home products require suitable equipment and preparation time. Check the latest ingredients and allergen information too.
Dirk
Dirk’s search results include multigrain bread, multigrain wholegrain bread and a gluten-free Schär product.
- The different labels make it easier to search for a specific product format or dietary feature.
- Check the selected product and its availability at your preferred branch.
Multigrain products at Joybuy
These products are different types of multigrain bread and rolls that you can portion up for a Christmas market. A product name containing ‘multigrain’ doesn’t confirm that the bread is wholegrain; check the packaging if that matters to your choice.
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Lekhaven Bakkerij Multigrain Rustic Baguette, 4 x 135 g
Four individual baguettes are handy for serving bread in portions, provided you can allow time for defrosting and oven baking.
The product information says to bake at 220 °C, but doesn’t specify a clear baking time. Follow the instructions on the packaging.
Check whether it’s labelled wholegrain if that matters, and read the latest allergen information if you’re serving guests with allergies.
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g'woon Multigrain Rolls, 4 stuks
These four individual multigrain rolls are an option if you want to serve portions separately.
The listed ingredients include rye, wheat, linseed, millet and maize. Check the packaging to see whether preparation is needed and whether the product is wholegrain.
If you have an allergy, read the latest allergen information for these rolls.
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Lekhaven Bakkerij Multigrain Country Bread Round, 2 x 550 g
Two round loaves are a good fit if you want to slice portions for a group and have time to prepare the bread in advance.
The product information says to defrost, bake in a fan oven and leave to cool before slicing. Check the baking time on the packaging, as the times listed vary.
Check whether this variety is labelled wholegrain and read the latest allergen information.
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Lekhaven Bakkerij Multigrain Rustic Baguette, 4 x 135 g x 2
This baguette variety could suit you if you want to serve portions of bread and can plan ahead for defrosting and baking.
The product description lists 4 x 135 g x 2, but the quantities in the product information aren’t clear. Check the packaging before planning how many portions you’ll need.
Also read the preparation instructions, check whether it’s labelled wholegrain and consult the latest allergen information.
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Lekhaven Bakkerij Multigrain Country Bread Round, 550 g
This 550 g round loaf is a good fit if you want to slice it yourself and can prepare it in advance.
The product information says to defrost, bake in a fan oven and leave to cool before slicing. Check the baking time on the packaging, as the times listed vary.
Check whether it’s labelled wholegrain and read the latest allergen information before serving it to guests.
Frequently asked questions
Is multigrain bread always wholegrain?
No. According to the Netherlands Nutrition Centre, multigrain bread can be made with refined flour, so the name ‘multigrain’ doesn’t tell you whether it contains the whole grain. If that’s a requirement for you, look for the word ‘wholegrain’ on the product you choose.
What type of bread is practical for a Christmas market?
Sliced bread or individual rolls are handy if you want to serve portions without slicing on site. Bake-at-home bread works if you have the time and equipment to prepare it. Always follow the instructions for your chosen product, and allow time to slice a whole loaf too.
What should I check if a guest has a food allergy?
Check the latest ingredients and allergen information for the exact bread you’re serving. A gluten-free label doesn’t tell you whether the product is free from other allergens too. Keep the packaging available so guests can read the information.
Can I assume that all multigrain bread contains iodine?
No. The type of bread alone doesn’t confirm whether baker’s salt has been used. Check the ingredients list or ask for the product information for your chosen bread if the presence of baker’s salt matters to you.