Who is this choice relevant to?

Shoppers who prioritise wholemeal

You’re looking for multigrain bread for breakfast, lunch or sandwiches, with a clear wholemeal label. To compare products, you also check the fibre per 100 g.

Households planning for a group

You’re choosing between a whole loaf and individual portions for sharing around the table or eating out. You’ll also want to consider how much bread you need and whether you can freeze any leftovers.

Shoppers checking allergens

Before you buy, you need to know which types of grain and other relevant allergens the specific bread contains or may contain.

What should you look for when choosing?

First, decide whether wholemeal is a must. Then choose the type of bread that suits your King’s Day plans, and check the nutritional information and ingredients for the specific product.

What to consider What to check when buying Who it matters to
Wholemeal and fibre Look for ‘wholemeal’ in the product name or legal description. Then compare the fibre per 100 g. If I want to serve wholemeal multigrain bread, I don’t want to have to rely on its colour or seeds. Around 36% of consumers clearly prioritise wholemeal.
Portions and storage Compare a whole loaf with rolls or bake-at-home bread in terms of the number of portions and preparation. Check the storage instructions in case there’s any bread left over. When I’m serving several people, I want to be able to share the bread without preparing more than I need. Planning portions is a priority for around 29% of consumers.
Ingredients and allergens Read the allergen information for your chosen product, including any warnings about possible traces. If you’re buying unwrapped bread, ask for this information. If I need to avoid an allergen, I need to know what’s in the bread before I buy it. For around 21% of consumers, this check is their first priority.
Availability Check that your chosen shop stocks the type of bread you want, and review its latest product information there. If I’m shopping shortly before King’s Day, I want to know where I can find the type of bread I’m after. Around 14% of consumers prioritise how easy it is to get to the shop.

Common mistakes

  • Assuming dark or multigrain bread is wholemeal

    According to the Voedingscentrum, wholemeal bread is made from 100% wholemeal flour. A dark colour, visible seeds or the word ‘multigrain’ on its own don’t confirm that bread is wholemeal.

    Look for the word ‘wholemeal’, then compare the fibre per 100 g in the nutritional information.

  • Checking allergens only after you’ve bought the bread

    Ingredients and allergens vary between multigrain breads. Product information from Jumbo and PLUS lists gluten-containing cereals and other allergens for some specific varieties.

    Read the latest allergen information for your chosen bread. If you’re buying it unwrapped, ask what information is available before you buy.

  • Buying more fresh bread than you can use

    A whole loaf can be handy for sandwiches, but you’ll need a plan for any bread left after your celebration.

    Choose an amount that suits your needs, or freeze the bread in portions as soon as you buy it, following the Voedingscentrum’s advice.

  • Assuming every loaf contains iodised salt

    A general statement about bakers’ salt doesn’t tell you which salt has been used in an individual multigrain loaf.

    If iodised salt is important to your choice, check the ingredients list for the product you’re considering.

Brands and shops to consider

Albert Heijn

Albert Heijn lists AH Extra lang lekker waldkorn volkoren heel brood as an option if you’re looking for a whole multigrain loaf.

  • The product information lists 7.4 g of fibre and 1.05 g of salt per 100 g, and includes instructions for freezing.
  • Check the current packaging for ingredients and allergens; Albert Heijn notes that product information can change.

Jumbo

Jumbo lists Boeren Donker Volkoren Meergranen, a whole loaf with kernels and seeds.

  • The product page lists 8.0 g of fibre and 0.98 g of salt per 100 g.
  • The ingredients include wheat, rye, barley and oats. Also check the listed allergens and any warnings about possible traces of other allergens.

Lidl

Lidl lists a multigrain bread containing wheat, barley and buckwheat, among other ingredients, which is available in store.

  • The grains listed give you a specific way to recognise this variety in store.
  • If wholemeal is a must, check the product label, ingredients and nutritional information on the bread you choose.

ALDI

ALDI lists Boeren volkoren meergranen as a whole loaf for shoppers looking for this combination of bread type and label.

  • The product name clearly identifies both the wholemeal label and the multigrain variety.
  • Check the current packaging for the ingredients, allergens and nutritional value of this variety.

PLUS

PLUS lists Korenlanders wholemeal multigrain products as both loaves and rolls, so you can choose the format that suits how you’re serving them.

  • The product information for Donker Meergranen Rond lists 6.8 g of fibre and 1.02 g of salt per 100 g.
  • The allergen information for the multigrain rolls applies to those rolls, not automatically to the loaf. Check the label for the variety you choose.

Dirk

Dirk lists Bakker van der Akker Bakkers Multikorn volkoren in both whole and half-loaf sizes.

  • The whole and half-loaf options give you a choice of loaf size.
  • Check the ingredients, allergens and nutritional value for the specific variety before comparing loaves.

Related Joybuy products

Related products coming soon.

Frequently asked questions

Is multigrain bread automatically wholemeal?

No. ‘Multigrain’ on its own doesn’t confirm that a bread is wholemeal. If you want wholemeal bread, look for the word ‘wholemeal’ on the product or in its legal description. According to the Voedingscentrum, wholemeal bread is made from 100% wholemeal flour.

How do I compare the fibre in two multigrain breads?

Compare the fibre per 100 g in the nutritional information so you’re comparing like with like. Then check the portion size if you want to work out how much bread you’ll need for your King’s Day plans.

Can I buy wholemeal bread in advance and freeze it?

Yes. The Voedingscentrum advises freezing bread in portions as soon as you buy it, then taking out only what you need each time. For packaged products, also follow the storage instructions on the packaging.

Where can I find allergen information for unwrapped bread?

Ask before you buy if the allergen information isn’t displayed with the unwrapped bread. According to the Netherlands Food and Consumer Product Safety Authority, consumers must also be given this information for unwrapped products.

Does all multigrain bread in the Netherlands contain iodised salt?

You can’t assume that every loaf does. The Netherlands Food and Consumer Product Safety Authority explains that bakers’ salt is a way of adding iodine compounds to bread. Check the ingredients list to see what’s stated for the product you’ve chosen.