For a fibre-conscious weekly shop, don’t choose bread based on the name ‘multigrain’ or its colour. Check whether the product is labelled wholemeal and which flour is listed in the ingredients. A whole loaf works if you’ll use it during the week or freeze it in portions on the day you buy it. If you need less, compare smaller packs or rolls. Always check the current allergen and storage information for each product.
Households buying bread for everyday sandwiches who want to check whether a multigrain loaf is actually wholemeal. Voedingscentrum and Brood.net make it clear that ‘multigrain’ on its own says nothing about the type of flour used.
Shoppers buying bread for several days who want to match the quantity, packaging and freezing instructions to how much they’ll use.
People whose choice depends on the grains and other ingredients listed, as well as possible traces. They check the information for the bread they’re actually buying.
Start with the wholemeal labelling and ingredients list. Then match the quantity and storage method to how much bread you’ll use during the week, and check the allergen information before you buy.
| What to look for | What to check when buying | Who it matters to |
|---|---|---|
| Wholemeal and fibre | Check the wholemeal labelling and the flour in the ingredients list. Compare the stated fibre per 100 g across similar bread products. | If I’m looking for wholemeal bread, I don’t want to rely on its dark colour or the name ‘multigrain’. For around 50% of shoppers, choosing wholemeal and checking fibre come first. |
| Quantity and storage | Choose a whole loaf, a smaller pack or rolls to suit how much you’ll use, and follow the freezing instructions for the product you choose. | If I’m buying bread for several days, I want to be able to use the last portions without having to buy more bread in between. This is the main consideration for around 30% of shoppers. |
| Ingredients and allergens | Read the current ingredients and allergen information; check the stated salt content too if it’s relevant to your choice. | If certain ingredients are a problem for me, I need to know what this particular bread contains and which possible traces are listed. For around 20% of shoppers, this check is the top priority. |
According to Voedingscentrum and Brood.net, multigrain bread can also be made with white flour. So the colour and a name such as ‘waldkorn’ don’t confirm which type of flour has been used.
Check the product name and look for wholemeal flour in the ingredients list.
If you’re doing a weekly shop, a whole loaf may last longer than you’d want to keep it fresh. Brood.net suggests freezing bread if you want to store it for longer.
Match the quantity to how much you’ll use, and follow the pack instructions if you freeze portions on the day you buy it.
Without suitable portion sizes, you could end up with leftover bread or have to buy more bread more often.
Multigrain breads can contain different grains and other allergens. Albert Heijn also warns in its product information that ingredients can change.
For pre-packed bread, read the current label. For unpackaged bread, ask for the allergen information before you buy.
A useful benchmark if you want to compare a wholemeal multigrain loaf for its ingredients, fibre and suitability for freezing.
A useful benchmark for a wholemeal multigrain loaf with kernels and seeds.
Worth considering if you want to browse multigrain or freshly baked bread in store.
Worth considering if you’re looking for a whole loaf called Boeren volkoren meergranen.
A useful benchmark if rolls suit your weekly needs better than a whole loaf.
Worth considering if you want to compare multigrain bread with loaves specifically labelled wholemeal.
No. According to Voedingscentrum, multigrain bread contains several types of grain, but Brood.net points out that it can also be made with white flour. If you’re looking for wholemeal bread, check the product name and ingredients list.
Freeze the portions you want to use later, following the instructions for the bread you’ve chosen. Brood.net recommends freezing bread for longer storage; Albert Heijn, Jumbo and PLUS state that the products discussed here can be frozen on the day of purchase. Check the packaging for how long your product can be kept.
Ask for the allergen information for the specific bread before you buy it. Say which ingredients or possible traces are relevant to you; don’t rely solely on the bread’s name or information from a previous purchase.
