Start with what matters most for your Christmas market: bread that is clearly wholemeal, portions that are quick to serve, or bread you can bake on site. According to the Netherlands Nutrition Centre (Voedingscentrum), ‘multigrain’ does not automatically mean ‘wholemeal’, so check the packaging and ingredients list. If you don’t have an oven, ready-to-serve bread is more practical. Part-baked bread is only a good option if you can plan the baking and serving.
You’re looking for bread with seeds, but want to be able to tell from the packaging whether it is wholemeal too. According to the Netherlands Nutrition Centre (Voedingscentrum), the name ‘multigrain’ alone doesn’t tell you whether wholemeal flour has been used.
You want to bake baguettes or bread rolls just before serving, so you’ll need to organise the time, oven space and a safe way of working.
You need ready-to-serve bread that’s easy to portion into slices or individual servings. Keep the packaging and allergen information available too.
First decide whether wholemeal bread is a must-have, then choose a bread format that suits the way you’ll serve it. Before buying, also check that you have the information you need to offer the bread to visitors.
| What to consider | What to check before buying | Who is this important for? |
|---|---|---|
| Wholemeal and fibre | Look for ‘wholemeal’ on the packaging and check which types of flour are listed in the ingredients. If you like, compare the fibre content per 100 g. | I want it to be clear that I’m choosing wholemeal bread, not just bread with seeds. For around 45% of consumers, being able to confirm that it’s wholemeal is the top priority. |
| Format and preparation | Check whether the bread comes whole, sliced, as a roll or part-baked; if it’s part-baked, read the baking instructions. | If I’m serving bread without an oven, I want to be able to hand out slices or individual portions quickly. With an oven, I can plan to bake it on site. For around 33% of consumers, serving convenience comes first. |
| Allergens and serving | Read the current label. If you’re offering unpackaged bread to visitors, make sure information about any allergens is available before they buy it. | I want to be able to tell visitors which allergens the bread contains, especially if I’m offering it unpackaged. For around 22% of consumers, this information is the top priority. |
According to the Netherlands Nutrition Centre (Voedingscentrum), ‘multigrain’ means bread made with at least three types of grain; it doesn’t mean that the whole grain has been used. So the name alone won’t help if wholemeal is your priority.
Look for ‘wholemeal’ on the packaging and check the ingredients list. Consider the seeds separately as part of the bread’s ingredients and texture.
Bread with seeds may contain allergens. According to the Netherlands Food and Consumer Product Safety Authority (NVWA), visitors must be able to get information about any allergens in unpackaged food.
Keep the up-to-date product information at your stall. If you’re offering the bread unpackaged, make the allergen information available before visitors buy it.
Part-baked baguettes need to be baked before you serve them. For example, ALDI gives an oven time of 8–10 minutes for its multigrain baguettes; this instruction won’t necessarily apply to other products.
Check the instructions on your product’s packaging and plan for oven space and baking time. If you don’t have a suitable oven, choose a ready-to-serve bread instead.
The Netherlands Nutrition Centre advises against keeping bread in the fridge, as it dries out there.
Store bread according to the instructions for the product you’ve chosen. If you’re buying it well in advance, consider freezing it.
These retailers offer a range of bread formats. A product’s name or shape alone doesn’t confirm which seeds, allergens or types of flour are in the version you choose.
Albert Heijn lists products including AH Brown Multigrain Triangles and AH Multigrain Triangles. These are worth considering if you want to serve individual portions.
Jumbo lists Waldkorn multigrain bread as a half loaf and as brown multigrain bread. A half loaf could be a good option if you need fewer portions.
Lidl lists multigrain bread and organic rustic multigrain sourdough bread. Your choice will depend on the bread format and ingredients you’re looking for.
ALDI lists a farmhouse wholemeal multigrain loaf and part-baked multigrain baguettes. You can weigh up a loaf to slice against a part-baked option.
PLUS lists products including Korenlanders Light Multiseed Round Loaf, Whole Dark Multigrain Round Loaf and a sourdough multigrain baguette for baking in the oven.
Dirk lists multigrain bread, multigrain rolls and a rustic part-baked baguette. Rolls are worth considering if you want individual portions.
These multigrain baguettes and round loaves are particularly useful if you want to serve individual portions or bake the bread on site. Check each pack to see whether the bread needs baking and whether the ingredients suit your wholemeal and allergen requirements.
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Two baguettes to divide into portions. Before serving, check the packaging to see whether further preparation is needed, and read the latest allergen information.
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Serve as individual baguettes after baking; the pack contains two sets of four 135 g baguettes. Allow time for thawing and make sure you have enough oven space. Follow the pack instructions for baking time.
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Four individual 135 g baguettes to serve as portions after baking. Allow time for thawing, and check the baking instructions and allergen information for this version.
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Two 550 g round loaves to slice after baking. The preparation instructions include thawing, baking and cooling, so plan these steps before serving and check the pack for full instructions.
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A 550 g round loaf to slice and serve after baking. Make sure you have enough oven space and check the baking instructions on the packaging. Also read the label if wholemeal flour or allergens matter to your choice.
No. According to the Netherlands Nutrition Centre (Voedingscentrum), multigrain bread contains at least three types of grain, but that doesn’t mean the whole grain has been used. If you specifically want wholemeal bread, check the packaging and ingredients list.
Follow the storage advice for the bread you’ve chosen, and avoid keeping it in the fridge: according to the Netherlands Nutrition Centre, bread dries out there. For wholemeal bread, the Netherlands Nutrition Centre’s storage guide recommends 2–4 days in a kitchen cupboard and 1–3 months in the freezer. Don’t use bread that has gone mouldy.
Yes. If you’re offering unpackaged bread to visitors, the NVWA says you must tell them which allergens it contains. You can provide this information in writing or verbally. If you give it verbally, you must display a notice telling visitors they can ask for it. This requirement doesn’t apply to food served solely for private use at home.
If you’re selling food at a market or event, the NVWA says you must prepare, store and sell it safely and hygienically. Check which NVWA requirements apply to your sales activities, including any registration requirements. Serving food at home for private use is a different situation.
