Who are these rolls for?

Anyone hosting lunch or brunch

You’ll want rolls that suit the meal, with options such as fresh sourdough, organic and rustic varieties. If you’re buying from a shop, check in advance whether the variety you want is available at your local branch.

Anyone planning ahead for serving time

You’ll want to buy your rolls in advance and compare bake-off and frozen options based on oven use, storage and the instructions for preparing them after defrosting.

Anyone who reads labels carefully

You’ll want to know whether a roll is labelled wholemeal and what ingredients and allergens it contains. Always check the latest product information for details about iodised salt, too.

What should you look for when choosing?

First, decide when you want to serve the rolls and whether you want to bake them yourself. Then compare the product name and label with what matters for your meal.

What to consider What to check when buying Who it matters to
How they’ll look with the meal Check the type and size of roll; for shop-bought products, confirm availability at your local branch. If I’m serving lunch or brunch the same day, I want to choose rolls that suit the table. This is the top priority for around 25% of consumers.
Baking time and storage Check whether the rolls are fresh, bake-off or frozen, and read the preparation and defrosting instructions. I want to plan the baking around the meal without overlooking the storage instructions. This is the main consideration for around 33% of consumers.
Label and ingredients Read the product name, ingredients and allergen information; if you want wholemeal, look for the wholemeal label. I need clear information about the ingredients or allergens before serving the bread. Around 25% of consumers give this check priority.
Quantity and leftovers Compare the number of rolls and the pack size; check how to store any leftovers. For a larger table, I want to buy enough rolls without ending up with unnecessary leftovers. Quantity is the first consideration for around 17% of consumers.

Common mistakes

  • Assuming multigrain, spelt or sourdough means wholemeal

    These terms describe different characteristics. According to the Voedingscentrum, pre-packed bread must be labelled wholemeal if it is wholemeal.

    If wholemeal matters to you, look for that label first; then compare the type of grain and the preparation method.

  • Taking a rustic name as a guarantee of quality

    Rustic and crispy are product descriptions; they don’t necessarily mean a set difference in taste or nutritional value.

    Choose based on features you can check, such as the ingredients, an organic label, the pack size and the preparation method.

  • Defrosting frozen rolls too early

    Jumbo says that Jumbo Frozen White Rolls must be prepared and eaten within 24 hours of defrosting. Other products may have different instructions.

    Read the packaging and plan when to defrost them based on when you want to serve the rolls.

    Rolls you don’t use within the stated period may go to waste.

  • Assuming every roll contains iodised salt

    The fact that iodine may be added to bread and other baked goods through baker’s salt doesn’t tell you what’s in any particular roll.

    Check the latest ingredient information or ask the retailer which salt is used if this matters to your choice.

Brands to help you choose

Albert Heijn / Liefde & Passie

This range includes an organic sourdough multiseed roll and a white sourdough roll.

  • A choice of the sourdough varieties listed.
  • Albert Heijn lists its organic multiseed roll as available in store only; check with your chosen branch.

Jumbo

The range shown includes organic spelt rolls and frozen rolls.

  • Different product types are available to compare by baking time and ingredients.
  • Check the product information and availability of each variety at the shop where you do your food shopping.

SlooOW

The Bio Organic Rustic Crispy Rolls shown at Jumbo come in a 360 g pack.

  • The product name identifies it as an organic, rustic variety.
  • The word crispy alone doesn’t tell you how the rolls will taste once prepared.

PLUS / Korenlanders

PLUS lists fresh sourdough rolls and a packaged spelt variety made with sourdough.

  • The varieties listed offer a choice between fresh rolls and a packaged product.
  • Spelt, multigrain and sourdough don’t mean the same thing; check the ingredients of the variety you choose.

Dirk / 1 de Beste

Dirk lists white bake-off rolls and rustic multigrain rolls, both in packs of four.

  • The pack size makes it easy to plan how many rolls you’ll need.
  • A rustic or multigrain label doesn’t confirm that the product is wholemeal or organic.

Rolls on Joybuy

This selection features white rolls with a rustic product name, suitable for serving with a meal. If you want to plan when to serve them, check the preparation instructions on the packaging.

g'woon White Rustic Rolls, pack of 4

g'woon White Rustic Rolls, 4 pieces

An option for a meal where you’d like to serve white rolls with a rustic label.

The pack contains four rolls. Before serving, read the preparation instructions and allergen information on the latest packaging.

View on Joybuy

Frequently asked questions

Is a multigrain roll also wholemeal?

Not necessarily. Multigrain doesn’t automatically mean wholemeal; according to the Voedingscentrum, pre-packed bread must be labelled wholemeal if it is wholemeal. So check the label on the packaging of the roll you choose.

Where can I find allergen information for an unpackaged roll?

Ask at the bakery or bread counter if the information isn’t displayed. The Netherlands Food and Consumer Product Safety Authority says that retailers selling unpackaged food must inform consumers about the allergens in their products.

Does every roll contain iodine from baker’s salt?

No, that doesn’t follow from the Dutch regulations on baker’s salt. The Commodities Act Decree on the Addition of Micronutrients to Food permits iodine to be added to bread and other baked goods through baker’s salt, up to a maximum of 65 mg of iodine per kg of salt; it doesn’t confirm that this salt is used in every roll. Check the product information or ask the retailer.

When should I use defrosted frozen rolls?

Follow the time limit on the packaging of the product you’ve chosen. For Jumbo Frozen White Rolls, Jumbo says they must be prepared and eaten within 24 hours of defrosting; don’t assume the same time limit applies to other varieties.