Who is this choice relevant to?

Organic shoppers who also look at fibre

You want a certified organic bread roll, but you don’t assume that multigrain means wholemeal. Once you’ve checked the organic label, compare the ingredients and fibre per 100 g.

Fussy eaters looking for a stepping stone

You’re less keen on a pronounced wholemeal texture. An organic white spelt or multigrain roll may offer a different taste and texture, as long as you don’t mistake it for a wholemeal product.

Label readers checking salt and allergens

You want to know whether the bread roll contains iodised salt and which allergens are listed. This means checking each product individually, especially if you regularly switch between types of bread or brands.

What should you look for when choosing?

Treat organic, wholemeal and taste as three separate choices: none of these descriptions, on its own, tells you about the other two.

What to consider What to check when buying Who is this important to?
Organic certification Look for the EU organic logo, inspection code and origin statement for the agricultural ingredients on the packaging. If organic is a must for me, I want to be able to confirm that on the packaging first. For around 40% of consumers, this certification is the most important factor in their choice.
Wholemeal and fibre Check whether wholemeal flour is listed in the ingredients and compare the fibre per 100 g; the name ‘multigrain’ isn’t enough. I want to choose a bread roll with a recognisable wholemeal base, even if a white version is more appealing. Around 40% of consumers say this distinction is their top priority.
Taste and texture Compare descriptions such as white, spelt, sourdough or multigrain, and check for seeds and any listed allergens. For a fussy eater, I look for a taste and texture they’ll enjoy, without assuming that a mild-tasting roll is wholemeal. This is the main consideration for around 20% of consumers.

Common mistakes

  • Mistaking organic for wholemeal

    Organic certification tells you about how a product is made, not how much wholemeal flour it contains. For example, Jumbo describes its organic spelt bread roll as a white roll.

    Check the organic label, then read the ingredients and fibre per 100 g separately.

  • Mistaking multigrain for wholemeal

    According to the Voedingscentrum, multigrain bread refers to bread made with at least three types of grain. The term doesn’t tell you whether the flour is wholemeal.

    If you want wholemeal, look for wholemeal flour in the ingredients and compare the nutritional information on the same basis: per 100 g.

  • Assuming iodised baker’s salt is always used

    According to the Voedingscentrum, bakers aren’t required to use baker’s salt. So you can’t tell from the product name alone whether an organic bread roll contains it.

    Check the packaging to see whether iodised salt or baker’s salt has been used. If you’re buying unpackaged bread, ask the baker.

  • Treating an old product listing as a current option

    The AH Biologisch Meergranen pistolets we looked at were listed as discontinued. Their ingredients are therefore, at best, an example of what to check in a similar product.

    Before buying, check the current packaging or product page for availability, ingredients, allergens and preparation instructions.

Brands to consider

Albert Heijn

Albert Heijn’s product listings show a range of bread types: an organic multigrain roll, an organic white multiseed roll and a non-organic wholemeal sourdough roll.

  • The organic multigrain version listed wheat flour and wholemeal wheat flour, the EU organic logo and iodised salt. The organic sourdough multiseed roll is described as a white wheat product, so multiseed doesn’t automatically mean wholemeal.
  • The organic multigrain version was listed as discontinued. Check the packaging and availability again when choosing a current product.

Jumbo

Jumbo describes the Jumbo Biologisch Spelt Pistolet as a part-baked, organic white spelt sourdough roll.

  • The product information lists iodised salt and 4.3 g of fibre per 100 g, so you can compare this figure with other bread rolls on the same basis.
  • White spelt doesn’t mean wholemeal. The product information lists spelt and wheat as allergens.

SlooOW

The SlooOW Bio Organic Rustieke Crispy Pistolets are described on the product page as part-baked organic white wheat rolls made with sourdough.

  • The listing states that the rolls contain 20% sourdough and 3.5 g of fibre per 100 g: useful details to compare with the ingredients of another bread roll.
  • Wheat flour is the base, so the organic label doesn’t make this a wholemeal roll. Wheat and rye are listed as allergens.

Bread rolls on Joybuy

Related products coming soon.

Frequently asked questions

How can I identify an organic bread roll in its packaging?

Look for the EU organic logo, inspection code and origin statement for the agricultural ingredients on the packaging. According to the European Commission, the organic logo may only appear on products certified as organic by an approved control body.

Is a multigrain bread roll wholemeal too?

Not necessarily. According to the Voedingscentrum, multigrain bread contains at least three different types of grain; that doesn’t tell you how much wholemeal flour it contains. If wholemeal matters to you, read the ingredients and compare the fibre per 100 g.

Does a bread roll always contain iodised baker’s salt?

No. The Voedingscentrum says that bakers aren’t required to use baker’s salt. Check the label or, if you’re buying unpackaged bread, ask the baker which salt was used.

Are organic bread rolls automatically gluten-free?

No. According to their product information, the organic bread rolls described here contain wheat or spelt, among other ingredients; rye is also listed as an allergen for the SlooOW version. Check the current ingredients and allergen information on each pack rather than relying on the organic logo.