Shoppers looking for organic and wholemeal
You want to be able to check both qualities separately on the packaging. An organic label, the term ‘multigrain’ or a brown colour doesn’t replace an explicit wholemeal label.
Who are these choices relevant to?
Households comparing fibre content
You compare the wholemeal label and fibre per 100 g, rather than relying on the product name alone. This also lets you compare rolls of different sizes.
Shoppers checking the ingredients in bake-at-home rolls
You want to know whether a roll needs to go in the oven or air fryer, and you check the current ingredients and allergen information, including any warnings about traces.
What should you look for in bread rolls?
Check whether the rolls are organic and wholemeal as two separate qualities. Then compare the nutritional information and preparation instructions with what matters to you.
| What to consider | What to check before buying | Who it matters to |
|---|---|---|
| Organic and wholemeal | Look for the EU organic logo and an explicit wholemeal label; also check whether the ingredients list includes flour as well as wholemeal flour. | I want to be able to identify both qualities without mistaking ‘multigrain’ for wholemeal. This combination is the top priority for around 46% of these consumers. |
| Fibre and wholemeal flour | Compare the wholemeal label, fibre per 100 g and the weight of each roll. | For my lunch, I want to compare the fibre in different rolls, even if they aren’t the same size. Around 36% of consumers put fibre and wholemeal flour first. |
| Preparation and ingredients | Read the baking instructions, ingredients and allergen information on the packaging. | If I don’t have much time to prepare food, I want to know whether the roll needs baking. I also want to be able to check the ingredients. For around 18% of consumers, these practical considerations are what make the difference. |
Common mistakes
-
Mistaking ‘organic’, ‘brown’ or ‘multigrain’ for ‘wholemeal’
These words don’t describe the same quality. For example, Albert Heijn’s organic multigrain rolls list wheat flour as well as wholemeal wheat flour.
Check the wholemeal label, and look separately for the EU organic logo if organic is also a requirement.
-
Choosing based only on the front of the packaging
A Nutri-Score or product name alone won’t tell you how much fibre a roll contains or which allergens are listed.
Read the ingredients and allergen information, and compare fibre per 100 g.
-
Assuming every roll is ready to eat
A bake-at-home roll needs to be cooked first. That matters if you want to eat it at a particular time.
Before buying, check how it needs to be prepared and whether the instructions suit your oven or air fryer.
Baking takes time and uses energy from the appliance.
-
Relying on ingredients information you read earlier
The examples from Albert Heijn and PLUS list cereals containing gluten and iodised salt, but a product’s ingredients can change.
When you buy the product, check the current ingredients and allergen information on the packaging.
Brands to consider
These brands give you specific product labels to compare. The brand name alone won’t tell you whether a roll is both organic and wholemeal.
Albert Heijn
Albert Heijn lists both a wholemeal bread roll and organic multigrain rolls, so you can compare the two labels on individual products.
- AH Wholemeal Bread Roll lists 100% wholemeal flour and 7,1 g of fibre per 100 g.
- AH Organic Multigrain rolls carry organic labels, but also list wheat flour. Always check the packaging of the product you choose to confirm both qualities.
PLUS
According to the product description, PLUS Multigrain rolls are part-baked wholemeal multigrain rolls.
- PLUS lists 7 g of fibre per 100 g and gives preparation instructions for the oven and air fryer.
- Don’t assume a roll is organic because it says ‘multigrain’ or has a particular Nutri-Score; check the packaging.
Lidl
Lidl describes both wholemeal products and an organic range. Check the packaging of a specific bread roll to see whether it has both qualities.
- Lidl explains that wholemeal products are made using the whole grain.
- Lidl says its range of fresh bread may vary between stores. Check the shelf label and the packaging of the roll you choose.
Related products on Joybuy
Related products coming soon.
Frequently asked questions
How can I tell if a bread roll is organic?
Check the packaging for the EU organic logo and an organic label. According to the Organic certification body, the term ‘organic’ may only be used for food that complies with EU rules. If you also want wholemeal, check for that label separately.
Is a multigrain roll automatically wholemeal?
No. According to the Netherlands Nutrition Centre, ‘multigrain’ means that several types of grain are used, not that the roll is made exclusively with wholemeal flour. Look for an explicit wholemeal label and read the ingredients list if that’s one of your buying criteria.
How can I tell if a bread roll contains iodised salt?
Read the ingredients list for the product you’ve chosen and look for ‘iodised salt’. The rolls mentioned from Albert Heijn and PLUS list this ingredient, but don’t assume every roll has the same ingredients.
Does ‘wholemeal’ mean a bread roll is gluten-free?
No. The wholemeal and multigrain examples mentioned contain wheat or other cereals containing gluten, or carry a warning about possible traces. Check the current allergen information on the packaging of every product.
How should I prepare and store bake-at-home rolls?
Follow the instructions on the packaging of the product you’ve chosen. For its organic multigrain rolls, Albert Heijn recommends 8–10 minutes in a preheated oven at 220 °C. For its multigrain rolls, PLUS gives instructions for 8–10 minutes in the oven at 220 °C or 4 minutes in a preheated air fryer at 200 °C. Both product pages recommend storing the rolls in a cool, dark and dry place.