Who is this bread guide for?

Families who choose organic and have a fussy eater

You’re looking for a slice with a familiar texture, but you also want to check whether it’s organic and how much wholemeal flour it contains.

Wholemeal shoppers who prefer organic

You want to check both features separately: the EU organic logo on the packaging and the wholemeal label for the grain ingredients.

Bread shoppers who check which type of salt is used

You don’t want to assume that organic, artisan or home-baked bread is made with iodised baker’s salt. According to the Netherlands Nutrition Centre, bakers aren’t required to use baker’s salt.

What should you look for when choosing?

Choose a texture that works for the person eating it, then check the organic logo, the wholemeal label and the type of salt used. None of these features automatically guarantees the others.

Organic wholemeal bread

Choose this if: you want both the EU organic logo and a grain ingredient made entirely from wholemeal flour.

Bear in mind: a coarse texture can put off a fussy eater, and organic certification doesn’t tell you which type of salt has been used.

Finely milled wholemeal bread

Choose this if: a coarse crumb or visible bran is the main thing making the switch from white bread difficult.

Bear in mind: finely milled wholemeal bread isn’t necessarily organic, so check the logo on the loaf you choose.

A blend of white and wholemeal flour

Choose this if: you need a familiar slice as a stepping stone towards wholemeal bread.

Bear in mind: bread made with both white and wholemeal flour isn’t entirely wholemeal. Check the stated quantities of each.

What to consider What to check when buying Who it matters to
Texture and making the switch Check whether the bread is finely milled wholemeal or a blend of white and wholemeal flour. For a blend, check the stated quantities. If coarse bread gets left at home, I want a softer stepping stone without confusing the ingredients with fully wholemeal bread. This is the top priority for around 42% of consumers.
Organic and wholemeal Look for the EU organic logo on the packaging and check separately whether the product is labelled as wholemeal. I want my bread to meet both requirements, not just one. This combination is the top priority for around 33% of consumers.
Iodised salt Look for iodised salt or baker’s salt in the ingredients list. For unpackaged bread, ask which type of salt has been used. I don’t want to guess which salt is used in organic or artisan bread. This check matters most to around 25% of consumers.

Common bread-buying mistakes

  • Assuming dark or multigrain bread is wholemeal

    The colour and seeds don’t tell you whether the grain ingredient is made entirely from wholemeal flour. According to the Netherlands Food and Consumer Product Safety Authority, a product can only be called wholemeal if that’s the case.

    Look for wholemeal in the product description. If you’re choosing a blend, check how much wholemeal flour and white flour it contains.

  • Assuming organic bread is made with baker’s salt

    Baker’s salt contains iodine, but bakers aren’t required to use it, according to the Netherlands Nutrition Centre. So the organic logo doesn’t tell you which type of salt is used.

    Read the ingredients list or, for unpackaged bread, ask the baker which salt has been used.

  • Choosing a coarse loaf that goes uneaten at home

    If texture is the main sticking point, the wholemeal label alone won’t help you choose a slice that’s enjoyed.

    Try finely milled wholemeal bread or a clearly labelled blend as a stepping stone, then see whether fully wholemeal bread goes down well.

Brands to consider as a starting point

Albert Heijn

A starting point for exploring organic sourdough breads and wholemeal bread separately.

  • Albert Heijn lists organic sourdough products and has a wholemeal bread category.
  • Check whether the loaf you choose is both organic and wholemeal, and which salt has been used.

Jumbo

A starting point for exploring organic and wholemeal bread options.

  • A Jumbo product listing for organic wholemeal sourdough rolls mentions iodised salt, showing that the type of salt can vary by recipe.
  • Before buying, check the packaging or product page for the bread you’re actually choosing.

Lidl

Worth considering if you’re looking for a finer wholemeal texture.

  • Lidl describes bread made with extra finely milled wholemeal flour.
  • For a specific loaf, check the EU organic logo and ingredients separately.

ALDI

A starting point for sliced, finely milled wholemeal bread.

  • ALDI lists a product called Fine Wholemeal.
  • The label ‘fine wholemeal’ doesn’t, by itself, confirm that the bread is organic.

PLUS

A starting point for exploring wholemeal bread and organic products.

  • PLUS has separate categories for wholemeal bread and organic products.
  • Don’t assume that a wholemeal loaf is also organic just because it appears in these categories; check the label.

Dirk

A starting point for exploring bread types and the organic range.

  • Dirk lists wholemeal bread and also has a category for organic products.
  • For a specific loaf, check that it has both features and find out which salt has been used.

Related products on Joybuy

Related products coming soon.

Frequently asked questions

Is organic bread automatically wholemeal?

No. According to the Dutch government, you can identify organic products by the EU organic logo on the packaging. Wholemeal refers to the grain ingredients: according to the Netherlands Food and Consumer Product Safety Authority, these must be made entirely from wholemeal flour. Check both features separately.

Is brown or multigrain bread the same as wholemeal bread?

No. The colour or the word ‘multigrain’ doesn’t confirm that the grain ingredient is made entirely from wholemeal flour. Check the product description and, for a blend, the stated quantities of wholemeal and white flour.

Does organic bread always contain iodised baker’s salt?

No. The Netherlands Nutrition Centre says that baker’s salt contains iodine, but bakers aren’t required to use it. For packaged bread, check the ingredients list. For unpackaged bread, ask which type of salt has been used.

Where can I check the allergens in bread I’m thinking of buying?

Check the allergen information on the current packaging for that specific bread, or ask about unpackaged bread. Don’t rely solely on words such as organic, finely milled wholemeal or multigrain: they don’t tell you which allergens the product contains.