If wholegrain cereals and fibre are your priorities, choose bread that is explicitly labelled wholemeal: ‘multigrain’ and ‘sourdough’ alone don’t tell you enough. Also compare the size and storage options with what works for your household. If you have specific dietary or allergen requirements, check the label on the bread you choose.
If bread is a regular part of your shopping and you pay attention to wholegrain cereals and fibre, the product label matters more than whether it simply says ‘multigrain’ or ‘sourdough’. The Netherlands Nutrition Centre highlights foods containing fibre as part of a diet for older people.
A sourdough option may suit you if that’s the type of bread you’re specifically looking for. Also compare the weight, whether it’s sliced and whether it’s available online or only in store.
If you have a small household, being able to freeze bread in portions may be a useful consideration. If you have allergies, the current ingredients and allergen information for the individual loaf are what matter—not the name of the bread type.
First, check whether the bread is labelled wholemeal. Then compare the features that matter for how you’ll use it, such as the type of sourdough, the size, storage instructions and label information.
| What to look for | What to check when buying | Who it matters to |
|---|---|---|
| Wholemeal and fibre | Look for the wholemeal label and compare the ingredients and fibre per 100 g. | If you eat bread every day and deliberately choose wholegrain cereals, don’t rely on the word ‘multigrain’ alone; this is a priority for around 36% of consumers. |
| Sourdough and loaf type | Check whether the bread is sold as sourdough and compare its weight and whether it’s sliced or unsliced. | If you’re specifically looking for sourdough or a smaller loaf, these details will determine your choice; around 21% of consumers prioritise this. |
| Size and storage | Compare the loaf’s weight, storage instructions and whether you can freeze portions. | If you have a small household, you’ll want to use what you buy before the bread starts to go off; around 29% of consumers prioritise this practical consideration. |
| Allergens and salt | Read the current ingredients, allergen warnings and salt content per 100 g. | If you need to avoid certain ingredients or keep an eye on salt, the information for the individual loaf takes priority; this is the most important buying consideration for around 14% of consumers. |
According to the Netherlands Nutrition Centre, multigrain bread contains at least three types of grain. That doesn’t tell you whether all the flour is wholemeal; it may also contain refined flour.
If you want wholemeal bread, check the product label and compare the ingredients and fibre per 100 g.
Jumbo says its in-store-baked sourdough breads can’t be ordered online. Lidl labels its organic brown multigrain sourdough bread as available in store only.
Check how the specific loaf is sold before planning an order or a visit to the shop.
If you have a small household, a whole loaf may be more than you can use in a few days. How long it keeps depends on the product and how it’s stored.
Compare smaller loaves with whole loaves, and check whether the packaging says you can freeze the bread in portions.
Ingredients vary from loaf to loaf, and recipes can change. The Netherlands Food and Consumer Product Safety Authority explains how allergens are labelled; the words ‘multigrain’ or ‘sourdough’ are no substitute for this information.
Every time you buy, read the current ingredients list and any warnings about the possible presence of allergens.
Worth comparing if you’re looking for a sliced, whole wholemeal multigrain sourdough loaf.
Worth considering if you want to choose a sourdough loaf in store, including a brown multigrain option.
Worth considering if you’re looking for an organic brown multigrain sourdough loaf with seeds.
Worth considering if you’re looking for an everyday wholemeal multigrain loaf in a half or full size.
Worth considering if you want to look at a smaller brown multigrain sourdough loaf.
Worth considering if you want to compare wholemeal, multigrain and sourdough breads in store.
No. According to the Netherlands Nutrition Centre, multigrain bread contains at least three types of grain, but that doesn’t tell you whether it’s made entirely from wholemeal flour. Check the product label and ingredients list to find out.
No. Sourdough describes how the bread is leavened, not how much fibre it contains. Compare the stated fibre per 100 g and check separately whether the bread is labelled wholemeal.
For opened wholemeal sourdough bread, the Netherlands Nutrition Centre recommends 2 to 4 days in a kitchen cupboard and 1 to 3 months in the freezer. Also follow the storage advice on the packaging of the bread you buy; freezing it in portions can be handy if you don’t use much bread at a time.
Read the current ingredients list and any warnings on the bread you choose. The Netherlands Food and Consumer Product Safety Authority explains how 14 allergens are listed on labels; the name of the bread alone won’t tell you which, if any, are in the product.
You can’t tell from the name of the bread. According to the Netherlands Food and Consumer Product Safety Authority, iodine may only be added to bread through baker’s salt, but that doesn’t mean all bread contains iodised salt. If this matters to your choice, check the ingredients of the specific loaf.
