Households looking for wholemeal flour and fibre
Don’t judge a roll by its colour. Compare the product description, ingredients and fibre per 100 g of the rolls you can actually buy.
Which option is right for you?
Households with fussy eaters
If a white roll is familiar, you can offer it alongside a clearly labelled wholemeal version. Don’t assume that a roll labelled multigrain has the same ingredients as a wholemeal roll.
People planning breakfast or lunch ahead
If you want to bake rolls later, check the pack size, storage instructions and preparation guidance for your oven or air fryer.
What should you look for when choosing?
First decide whether the ingredients or whether fussy eaters will enjoy them matters most. Then compare the quantity and preparation method that suit your household.
Wholemeal roll
Choose this when: you’re looking for a clearly stated wholemeal base and the taste and texture suit the people at home.
Things to consider: someone who usually eats white bread may find the taste different; if possible, try a single roll first.
White roll
Choose this when: a fussy eater prefers the familiar white version.
Things to consider: a white roll isn’t made with wholemeal flour; check separately whether a wholemeal version will also be eaten.
Multigrain roll
Choose this when: you’d like to try something different from white rolls and the product information matches what you’re looking for.
Things to consider: the word ‘multigrain’ alone doesn’t tell you how much wholemeal flour the roll contains.
| What to consider | What to check when buying | Who it matters most to |
|---|---|---|
| Wholemeal flour and fibre | Read the product description and ingredients; compare fibre on the same basis, per 100 g. | I want to know whether a roll is genuinely made with wholemeal flour, rather than judging by its dark colour. For around 40% of consumers, wholemeal flour and fibre are the top priorities. |
| Whether fussy eaters will enjoy them | Where possible, try one white roll and one wholemeal roll, or start with a small pack. | We mainly eat white bread at home, and I don’t want an unfamiliar version to go to waste. That’s why around 30% of consumers put familiar taste first. |
| Pack size and quantity | Check the number of rolls, their weight and whether they’re sold loose or in a pack. | I don’t want to buy more rolls than we’ll use, especially when we’re trying different types. The right quantity is the main concern for around 20% of consumers. |
| Preparation and storage | Check whether the rolls are ready to eat or need baking, and follow the instructions on the pack. | I want to serve the rolls later, so I need to be able to store and prepare them in the meantime. This planning is the biggest consideration for around 10% of consumers. |
Common mistakes
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Assuming multigrain means wholemeal
According to the Netherlands Nutrition Centre, multigrain refers to several types of grain. The name alone doesn’t tell you how much wholemeal flour a roll contains.
Look for an explicit wholemeal description, then check the ingredients and fibre per 100 g for the exact product.
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Choosing based only on colour or expected taste
Even within the same shop, white and wholemeal rolls can have different ingredients. Albert Heijn lists 2.8 g of fibre per 100 g for its white roll included in this comparison and 7.1 g per 100 g for its wholemeal roll; don’t assume the same difference applies to other products.
Compare the current product information and, if you’re unsure, try a small quantity of each type first.
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Buying a bake-at-home pack without planning when to bake it
Temperature and baking time vary by product. PLUS recommends baking its white rolls for 8–10 minutes at 220 °C; Jumbo recommends 10–12 minutes at 200 °C for its white rolls.
Read the instructions for your pack and decide before buying when you’ll bake the rolls and how you’ll store the rest.
A pack with more rolls than you can use or freeze in time could lead to food waste.
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Relying on an ingredients list you read previously
The ingredients and allergen information for a roll can change. Rolls with similar names may not have the same ingredients either.
Check the label of your chosen product every time you buy it, especially if wheat, other allergens or iodised salt are important to your choice.
Brands to compare
These examples show the types of rolls you can compare; ingredients and availability depend on the specific product.
Albert Heijn
Albert Heijn describes loose 70 g white and wholemeal rolls, baked in store. This means you can compare both types within the same range.
- The wholemeal roll lists 100% wholemeal flour and 7.1 g of fibre per 100 g; the white version included in this comparison lists 2.8 g of fibre per 100 g.
- The versions included in this comparison contain wheat and gluten. Always check the current ingredients and allergen information.
Jumbo
Jumbo sells white and other bake-at-home rolls, among other options. The Jumbo Pistolet Wit included in this comparison is a pack of four part-baked white wheat rolls.
- For this white version, Jumbo provides preparation and storage instructions and lists 2.1 g of fibre per 100 g.
- Jumbo’s product page says its wholemeal rolls are no longer available in its online range; don’t count on them as a comparison option without checking.
Lidl
Lidl describes its Pistolet wit as a white wheat roll available in store only.
- A single white roll can be handy if you don’t want to try a whole pack straight away.
- For a comparison of fibre, salt and allergens, check the shelf label or the roll’s packaging.
ALDI
ALDI lists a single white roll and also describes a wider range of fresh bread baked daily.
- A single white roll gives you the chance to try a familiar option in a small quantity.
- A wider choice of bread types doesn’t tell you which wholemeal rolls are available in your local shop or what they’re made with.
PLUS
PLUS describes white and multigrain bake-at-home rolls in 300 g packs, suitable for baking at home according to the product instructions.
- The multigrain version included in this comparison lists 56% wholemeal wheat flour and 7 g of fibre per 100 g; PLUS lists 2.7 g of fibre per 100 g for the white version.
- Compare the two versions separately: the multigrain and white rolls don’t have the same stated ingredients. Check the current packaging too.
Dirk
Dirk describes both a 300 g pack of four white bake-at-home rolls and a single white wheat roll.
- You can choose between a single white roll and a pack of white bake-at-home rolls at Dirk, depending on when you want to eat them.
- For a comparison of fibre, salt and allergens, check the packaging or shelf label for the version you choose.
Rolls on Joybuy
This product selection is a good fit for households who want to try a familiar white roll first. If you’re choosing between white and wholemeal, compare the ingredients of a separate wholemeal roll too.
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g'woon White Rustic Pistolet, 4 rolls
A white roll option for anyone who’d like to try this type; the pack contains four rolls.
Check the pack to see whether the rolls need baking, and only compare fibre with other products when the nutritional information per 100 g is clearly stated. If you have allergies, read the current label.
Frequently asked questions
Is a multigrain roll automatically wholemeal?
No, multigrain doesn’t automatically mean wholemeal. According to the Netherlands Nutrition Centre, the name refers to several types of grain; check the product description and ingredients to see whether it’s made with wholemeal flour. For example, the PLUS multigrain rolls included in this comparison list 56% wholemeal wheat flour.
How do I choose between white and wholemeal for a fussy eater?
If familiar taste matters, start with a small quantity of each and compare the ingredients before choosing. Albert Heijn lists 7.1 g of fibre per 100 g for its wholemeal roll included in this comparison and 2.8 g per 100 g for its white roll; these figures apply to these two products.
How can I tell whether a roll contains iodised salt?
Read the ingredients list for the specific roll. The Albert Heijn and PLUS rolls included in this comparison list iodised salt, but don’t assume every roll has the same ingredients.
How should I store an opened pack of bake-at-home rolls?
Follow the storage instructions on the product packaging. For opened bake-at-home rolls, the Netherlands Nutrition Centre recommends 2–4 days in the fridge and 1–3 months in the freezer; the product packaging may give different instructions.
Where can I check which allergens rolls contain?
Check the current ingredients and allergen information for the exact version you’re buying. The Albert Heijn and PLUS rolls discussed here contain wheat, among other ingredients; don’t assume another roll, even from the same brand, has the same ingredients.