When choosing bread for the summer holidays, don’t judge it by its dark colour or the word ‘multigrain’ alone. Check that it is labelled wholemeal and compare the fibre per 100 g. Then choose a type of loaf or roll to suit whether you’ll eat it straight away, freeze it or bake it from frozen. Finally, check the allergen information and ingredients list on the packaging.
If multigrain bread is only the right choice for you once you’ve checked that it is labelled wholemeal and looked at the nutritional information. According to the Netherlands Nutrition Centre, wholemeal bread is made from the entire grain; compare the fibre per 100 g of the products you’re considering.
If you want to take individual rolls with you on holiday or store bread in portions. The Netherlands Nutrition Centre recommends freezing bread in portions straight after purchase if you won’t eat it soon.
If you need to check which grains and other allergens have been used before buying, or want to know whether a loaf contains baker’s salt. According to the Netherlands Nutrition Centre, baker’s salt is not compulsory, so check the ingredients for each product.
Start by checking that the bread is labelled wholemeal and comparing the fibre per 100 g. Then choose a size to suit your holiday plans and check the ingredients for anything that matters to your household.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Wholemeal and fibre | Look for the wholemeal label, read the ingredients and compare the fibre per 100 g of similar types of bread. | If I’m mainly looking for wholemeal bread, I don’t want to rely on its colour or the word ‘multigrain’. For around 36% of consumers, this choice of wholemeal bread and fibre is the top priority. |
| Portions and storage | Choose a whole or half loaf, or individual rolls, depending on how much you expect to use; check the freezing and preparation instructions. | If I won’t finish the bread straight away while on holiday, I want to be able to store it in useful portions. Around 29% of consumers put this practical storage choice first. |
| Allergens and baker’s salt | Read the latest allergen information and, if relevant, look for baker’s salt or iodised salt in the ingredients list. | When the ingredients are a deciding factor for my household, I need to check them for each loaf before buying. This is the top priority for around 21% of consumers. |
| Shop and type of bread | Check what types of bread your shop offers and compare the labels of the products you can actually choose from. | I want to find a type of bread that suits where and when I shop. For around 14% of consumers, this practical choice of shop comes first. |
‘Multigrain’ refers to the types of grain used; it doesn’t automatically mean the bread is made with wholemeal flour. As a result, its fibre content may not be what you expect.
Look for an explicit wholemeal label and compare the ingredients and fibre per 100 g.
A whole loaf isn’t always convenient if you only need a few portions at a time while on holiday. According to the Netherlands Nutrition Centre, you can freeze wholemeal bread in portions straight after purchase if you won’t use it soon.
Choose a suitable size and follow the storage and freezing instructions on the packaging for individual rolls.
Multigrain products can contain different gluten-containing grains and other allergens. The name doesn’t tell you which ingredients and warnings apply to a particular loaf.
Check the latest allergen information every time you buy it. If the bread is unpackaged, ask for this information before buying.
According to the Netherlands Nutrition Centre, using baker’s salt is not compulsory. So the words ‘multigrain’ or ‘wholemeal’ don’t confirm which salt has been used.
Check the ingredients list on each pack for baker’s salt or iodised salt.
The types of bread listed here give you an idea of the labels and formats you can compare. Check the packaging of the product you choose.
An example of a product for anyone looking for a wholemeal multigrain roll with clear nutritional information.
A starting point for comparing multigrain bread in different sizes.
A shop to consider if you want to compare bread with grains and seeds alongside packaged loaves.
A starting point if you’re looking for freshly baked bread in whole or half sizes.
Worth considering if you want to choose between individual wholemeal multigrain rolls and bake-at-home wholemeal multigrain baguettes.
A starting point for comparing multigrain bread with wholemeal options.
These rolls are a good option if you’re looking for individual portions of multigrain bread. If a confirmed wholemeal status or a comparable fibre content is important to you, check the packaging.
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A handy choice if you want to take four individual rolls with you. Before comparing the fibre content, check the value per 100 g on the packaging. You’ll also find the wholemeal label and allergen information there.
No. ‘Multigrain’ doesn’t automatically mean wholemeal. According to the Netherlands Nutrition Centre, multigrain bread contains at least three types of grain; check separately for the wholemeal label, ingredients and fibre per 100 g.
Freeze any bread you won’t use within a few days in portions straight after purchase. The Netherlands Nutrition Centre says that opened wholemeal bread keeps for two to four days in a kitchen cupboard and one to three months in the freezer. Also follow the instructions on the packaging of the product you choose.
For packaged bread, check the latest ingredients and allergen information, even if you’ve bought bread with the same name before. If the bread is unpackaged, ask about allergens before buying. Different multigrain products can contain different grains and other allergens.
No. According to the Netherlands Nutrition Centre, baker’s salt is not compulsory when baking bread. Check the ingredients list to see whether baker’s salt or iodised salt has been used in the specific loaf.
