Don’t take ‘multigrain’ as proof that bread is wholemeal: according to the Netherlands Nutrition Centre, it can be made with wholemeal flour, white flour or a mix of the two. If you’re looking for a wholemeal base, check the product description and ingredients. When shopping on a budget for picky eaters, it also matters how much of the bread will actually be eaten at home.
You’re looking for bread that fits your shopping budget, but don’t want to judge it by its colour or the word ‘multigrain’. Check how much bread you get and read the ingredients if a wholemeal base is important to you.
You want to try a variety of grains without assuming that every multigrain loaf has the same flavour, texture or type of flour. A smaller quantity can help you find out what gets eaten at home.
You want to buy an amount that will be eaten at home. Half a loaf can be practical for a small household; if you buy a whole loaf, you could freeze some in portions.
First, check that the type of flour suits your needs. Then choose a bread shape and quantity your household will actually use.
| What to consider | What to check | Who is it for? |
|---|---|---|
| Quantity within your budget | Check the number of loaves or rolls and the pack size. Think about how much you’ll eat. | When I’m keeping an eye on my shopping budget, I don’t want to buy bread that mostly goes uneaten. Of the consumers who make this choice, around 36% prioritise an amount that suits their budget. |
| Wholemeal base and fibre | Look for ‘wholemeal’, read the ingredients and compare the stated fibre content on the same basis, such as per 100 g. | If you’re specifically looking for wholemeal bread, you don’t want to rely on the word ‘multigrain’ alone; this certainty is the top priority for around 29% of consumers. |
| What picky eaters will enjoy | Check which grains and seeds are listed, along with the shape of the bread. If needed, try a smaller quantity first. | Bread is only useful at home if it gets eaten, and its name doesn’t tell you anything definite about its flavour or texture. Around 21% of consumers prioritise finding bread that picky eaters will accept. |
| Less waste | Choose between a smaller pack and an amount you can freeze in portions. | If we won’t get through a whole loaf in time, I want to be able to store the slices we don’t use; for around 14% of consumers, reducing waste is the main concern. |
According to the Netherlands Nutrition Centre, multigrain bread contains at least three types of grain, but can be made with wholemeal flour, white flour or a mix of the two. So the name alone doesn’t tell you which type of flour you’re buying.
Look for a wholemeal claim, read the ingredients list and only compare fibre content when the nutritional information uses the same measure.
The Netherlands Nutrition Centre says that bakers aren’t required to use baker’s salt. So the type of bread won’t tell you which salt is used in the recipe.
Check the ingredients list for baker’s salt, or ask the baker if this information matters to your choice.
A whole loaf may not be the best fit if your household won’t get through it in time. According to the Netherlands Nutrition Centre, you can freeze bread, although it may become drier if you store it for longer.
Choose a smaller quantity, or freeze a whole loaf in portions if you won’t use it all straight away.
These examples show the types of bread and product descriptions you might come across. Always check the packaging of the specific loaf before making your choice.
Albert Heijn offers products including AH Liefde & Passie Multigrain and multigrain hearth-baked bread.
Jumbo lists both multigrain bread and Jumbo Wholemeal Multigrain Bread.
Lidl describes a multigrain loaf made with ingredients including wheat, barley and buckwheat.
ALDI lists a whole loaf called Boeren volkoren meergranen.
PLUS lists products including Korenlanders Sourdough Multigrain Buckwheat and a smaller brown multigrain option.
Dirk lists Bakker van der Akker Bakkers Multigrain Half Loaf.
This selection includes multigrain rolls, round loaves and baguettes. Use the bread shape and pack details to work out what suits your household. Check the label if you’re specifically looking for a wholemeal base or a mix of white and wholemeal flour.
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This pack of four multigrain rolls could suit you if you don’t want to buy a whole loaf.
Check the ingredients and allergens on the current label. If quantity is a deciding factor, compare the pack weight too.
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The two round loaves, each weighing 550 g, could suit a household that will use this amount or wants to save some for later.
If you’re looking for a wholemeal option, check the ingredients. Follow the packaging instructions for storage and preparation.
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This 550 g round multigrain loaf is an option if you’d rather buy one loaf than a pack of two.
Read the ingredients to check the types of flour, and look at the packaging for storage and preparation instructions.
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These multigrain baguettes offer a different bread shape from a whole sliced loaf.
The product name states 4 × 135 g × 2; check the number of baguettes and the total weight on the packaging before choosing a quantity. If you’re looking for wholemeal flour, check the ingredients too.
No. According to the Netherlands Nutrition Centre, multigrain bread contains at least three types of grain, but can be made with wholemeal flour, white flour or a mix of the two. If you’re looking for a wholemeal base, check for a wholemeal claim and read the ingredients.
No. According to the Netherlands Nutrition Centre, using baker’s salt isn’t compulsory. Check the ingredients list or ask the baker if the type of salt used matters to your choice.
Freeze the bread in portions if you won’t get through it in time. According to the Netherlands Nutrition Centre, bread can be stored in the freezer, but may become drier if kept for longer. Also follow the storage advice on the packaging.
Yes, read the current label for the bread you choose. For Jumbo Meergranen Heel, Jumbo lists ingredients including wheat, barley, oats, soya and sesame; another loaf may have a different composition.
