Who are these choices relevant to?

Households looking for organic and wholemeal options

Whether you’re choosing a roll for breakfast, lunch or to serve with soup, you want to be able to check the organic label and wholemeal ingredients separately.

Shoppers who compare labels

You compare ingredients, fibre per 100 g, salt, allergens and preparation instructions. After all, multigrain, sourdough and organic each describe different attributes.

Home bakers

You’re looking for part-baked or frozen rolls to bake at home, and want to know how to store and bake them before you buy.

What should you look for when choosing?

Decide whether wholemeal ingredients, organic production or the option to bake at home matters most to you. Then check the other details on the label too: none of these three attributes tells you everything about the other two.

What to look for What to check before buying Who it matters most to
Wholemeal ingredients and fibre Look for a wholemeal claim in the name or product description, check which types of flour are used, and compare fibre per 100 g. If I mainly want a roll made with wholemeal flour, I don’t want to judge by its colour or seeds. For around 42% of consumers weighing up these options, wholemeal ingredients would be the top priority.
Organic production Look for the European organic logo or an organic label, and check the wholemeal claim separately. Anyone who always looks for organic production wants to be able to identify it on the packaging. This would be the main priority for around 33% of these consumers.
Storage and baking Check whether the rolls are fresh, part-baked or frozen, and read the storage and preparation instructions. I want to be able to store the rolls and bake them when I need them, so the preparation needs to fit around my plans. Around 25% of these consumers would put this first.

Common mistakes

  • Assuming organic means wholemeal

    An organic logo tells you about how a product is made, not which types of flour it contains. In an organic multigrain roll previously sold by Albert Heijn, wheat flour was listed as the first ingredient.

    Check the organic logo, wholemeal claim and ingredients list separately to make sure the rolls meet both requirements.

  • Assuming multigrain or a dark colour means wholemeal

    According to the Netherlands Nutrition Centre (Voedingscentrum), multigrain means that at least three types of grain are used; it doesn’t mean that all the flour is wholemeal. The Netherlands Food and Consumer Product Safety Authority says that all the flour used must be made from whole grains for a product to be called wholemeal.

    Read the name or legal product description, and check which types of flour are listed in the ingredients.

  • Relying only on the online product page

    Product information can change, and a version you looked at previously may no longer be available. This matters particularly if an allergen, organic label or specific type of flour is important to your choice.

    Before using the product, compare the current packaging with the information you based your choice on.

  • Overlooking salt and allergens

    A wholemeal claim doesn’t tell you which allergens a roll contains or how much salt it has. The Albert Heijn and PLUS rolls described here list iodised salt and ingredients from gluten-containing cereals.

    Check the ingredients, nutrition information and allergen details for the version you’ve chosen rather than relying on the product name.

Brands compared

Albert Heijn

The product information lets you compare a wholemeal roll with an organic multigrain version that was previously available.

  • According to Albert Heijn, AH Pistolet volkoren contains 100% wholemeal flour and 7,1 g of fibre per 100 g.
  • Wheat flour was listed as the first ingredient in AH Biologisch Meergranen pistolets. This organic option is therefore not the same as the wholemeal roll mentioned above.

Jumbo

The rolls category includes various types of part-baked rolls, including organic options.

  • The category includes an organic spelt roll and the organic SlooOW rolls.
  • Jumbo’s product page for Jumbo Volkoren Pistolets says that this frozen product is no longer available online. An organic label on a different version also doesn’t prove that it’s wholemeal.

PLUS

PLUS Pistolets meergranen are a part-baked option whose product description explicitly states that they are wholemeal.

  • According to PLUS, this version contains 56% wholemeal wheat flour, 3% wholemeal rye flour and 7 g of fibre per 100 g.
  • If organic production is essential, check whether the pack you choose also carries an organic label.

SlooOW

SlooOW Bio Organic Rustieke Crispy Pistolets are organic, part-baked sourdough rolls listed in Jumbo’s product information.

  • Jumbo describes this version as organic and lists 3,5 g of fibre per 100 g.
  • The same product information describes it as a white wheat roll, not a wholemeal roll.

Related Joybuy products

Related products coming soon.

Frequently asked questions

Are organic rolls automatically wholemeal?

No. Organic and wholemeal describe different attributes. According to Skal Biocontrole, the European organic logo shows that a product is organic; for wholemeal, also check the product description and ingredients. In an organic multigrain roll previously sold by Albert Heijn, wheat flour was listed as the first ingredient.

Does multigrain mean the same as wholemeal?

No, a multigrain roll isn’t automatically wholemeal. According to the Netherlands Nutrition Centre (Voedingscentrum), multigrain bread is made using at least three types of grain. Check separately whether the roll is described as wholemeal and which types of flour are listed in the ingredients.

How do I bake part-baked wholemeal rolls?

Follow the instructions on the packaging for the version you’ve chosen. For its part-baked wholemeal multigrain rolls, PLUS recommends 8–10 minutes in a preheated oven at 220 °C or 4 minutes in a preheated air fryer at 200 °C. These instructions don’t automatically apply to other rolls.

What should I check if I have a wheat allergy or need to avoid gluten?

Read the current ingredients list and allergen information, and check for any warnings about the possible presence of other allergens. You can’t determine whether the wholemeal versions described here are suitable based on their wholemeal claim; PLUS also states that its multigrain rolls may contain soya, milk and sesame.

Can rolls contain iodised salt?

Yes. Check the ingredients list if the type of salt used matters to you. The Netherlands Food and Consumer Product Safety Authority says that iodine compounds may only be present in bread and other bakery products if they have been added as baker’s salt. This doesn’t mean that every roll contains iodised salt or has the same iodine content.