Fussy eaters who want to try wholemeal
If you don’t enjoy a coarse texture, try looking specifically for fine-textured wholemeal bread. Check how the bread is labelled: a fine texture alone doesn’t make it wholemeal.
Who might find this choice useful?
Households keeping an eye on fibre
If you want to compare wholemeal breads, check the fibre listed per 100 g. Also look at the ingredients and choose a texture that everyone at home will accept.
People who have bread delivered
It’s not just a question of which bread appears on the product page. You’ll also need to check whether it’s available for your postcode and chosen delivery slot.
What should you look for when ordering?
First, decide whether wholemeal is a must for you. Then compare the textures, and check which bread you can actually order for your chosen delivery slot.
| What to consider | What to check before buying | Who it matters to |
|---|---|---|
| Genuine wholemeal | Look for the word ‘wholemeal’ in the bread description and read the ingredients. A dark colour or the name ‘multigrain’ isn’t enough. | I don’t want to order bread that only looks wholemeal. Around 36% of consumers prioritise being sure they’re choosing wholemeal. |
| Taste and texture | Compare fine-textured wholemeal with coarser varieties, and check whether the bread contains seeds or kernels. | Coarse slices get left uneaten in our house, even when the bread is labelled wholemeal. For around 29% of consumers, whether they like the texture is the deciding factor. |
| Delivery | Enter your postcode and choose a delivery slot, then check whether your chosen bread is available. | I want my bread delivered with my planned groceries. That’s why delivery options are the priority for around 21% of consumers. |
| Size and how you’ll use it | Choose a half or whole loaf based on how much you use, and read the freezing advice for the specific bread. | A whole loaf only works for us if we can eat it in time or freeze it. Around 14% of consumers prioritise avoiding waste above all else. |
Common mistakes
-
Mistaking dark or multigrain bread for wholemeal
The colour and a name referring to several types of grain don’t, on their own, tell you whether bread is wholemeal. According to the Dutch Bakery Centre, the terms white, brown or wholemeal tell you which type of flour has been used.
Before choosing an alternative, read the bread description and ingredients on the online product page.
-
Ordering a whole loaf without a plan for using it
If you won’t eat all the slices in time, a smaller size may suit your household better. The Netherlands Nutrition Centre lists bread among the products that are often wasted.
Check whether the bread is available as a half or whole loaf, and follow the instructions for freezing the product you’ve chosen.
-
Assuming a product page means delivery is available
A bread shown online isn’t necessarily available for home delivery with your groceries. Dirk doesn’t list a delivery service, and according to Lidl’s customer service, the chain doesn’t deliver groceries.
For home delivery, choose a supermarket that delivers groceries and check the bread again after entering your postcode and choosing a delivery slot.
Supermarkets to consider
Albert Heijn
Albert Heijn delivers groceries ordered online and provides product information for wholemeal bread.
- The product page for AH Wholemeal Loaf (whole) lists ingredients, nutritional values and freezing advice.
- After choosing a delivery slot, check whether your preferred bread is available.
Jumbo
Jumbo offers home delivery and collection for groceries, with online product information about a range of wholemeal breads.
- Jumbo Fine Wholemeal lists details including ingredients, allergens and nutritional information.
- Check which variety is available for your chosen delivery or collection slot.
PLUS
PLUS delivers groceries ordered online and provides product information for wholemeal bread.
- The product page for PLUS Farmer’s Wholemeal Loaf (whole) lists ingredients, allergens and freezing advice.
- Check the latest product information and delivery options for your store and chosen slot.
Dirk
Dirk provides online information about wholemeal breads, including varieties with extra fibre.
- Product pages help you check the type of bread and the variety.
- Dirk doesn’t list a delivery service, so it isn’t an option for having groceries delivered to your home.
Lidl
Lidl sells bread in its shops, but doesn’t offer grocery delivery for this option.
- According to Lidl’s customer service, the chain doesn’t sell groceries through its website or app and doesn’t offer a grocery delivery service.
ALDI
ALDI provides online information about its range of fresh daily bread.
- According to ALDI, its wholemeal breads are made with wholemeal flour.
- Use the product information to compare breads, but check separately whether your preferred ordering and delivery options are available.
Wholemeal bread at Joybuy
These two pack sizes of the same round wholemeal bread suit anyone who can plan ahead and is happy to defrost and bake the bread before serving. If you’re mainly looking for a soft, fine-textured slice, check the product information separately to make sure it fits the bill.
No image available
Lekhaven Bakkerij Whole Wheat Country Round Bread, 2 × 550 g
A good choice if you want two round wholemeal loaves and can plan how you’ll use them.
Allow time to defrost and bake in the oven. Check the product’s ingredients and preparation instructions, and consider separately whether the texture will suit the person eating it.
No image available
Lekhaven Bakkerij Whole Wheat Country Round Bread, 550 g
This variety is ideal if you want one round wholemeal loaf and have time to prepare it before eating.
Allow time to defrost and bake in the oven. Check the ingredients and preparation instructions for this variety, especially if a fine texture matters to you.
Frequently asked questions
Is brown or multigrain bread automatically wholemeal?
No. According to the Dutch Bakery Centre, a bread’s colour or the name ‘multigrain’ doesn’t tell you whether it’s wholemeal. Look for the word ‘wholemeal’ and check the ingredients of the specific bread.
Is iodised baker’s salt compulsory in Dutch bread?
No. According to the Dutch Bakery Centre, using iodised baker’s salt isn’t a legal requirement. To find out which salt a particular bread contains, read the ingredients list for that product.
Can I freeze wholemeal bread ordered online?
You can if the product instructions say it’s suitable for freezing. Albert Heijn says this for AH Wholemeal Loaf (whole), as does PLUS for PLUS Farmer’s Wholemeal Loaf (whole). Check the instructions on the bread you receive, including when to freeze it.
Which of the supermarkets mentioned deliver groceries?
Albert Heijn, Jumbo and PLUS offer online grocery delivery. Dirk doesn’t list a delivery service, and Lidl says it doesn’t deliver groceries. If you’re ordering from a supermarket that delivers, check whether your bread is available for your postcode and chosen delivery slot.
Why does the bread range change after I choose a delivery slot?
The bread available to order may depend on your postcode, store and delivery slot. So, before you complete your order, check your chosen wholemeal variety again after entering these details.