Parents of fussy eaters
You’re looking for bread for a busy day out that feels familiar, but you’d also like to see whether finely milled wholemeal suits what your family eats at home.
Who is this choice for?
Families who want to choose wholemeal
You want to choose bread based on the type of flour, not just its colour. According to the Netherlands Nutrition Centre, wholemeal bread is made from 100% wholemeal flour.
Shoppers buying for a mixed group
You’re bringing bread for people with different preferences or allergies, so you check the latest allergen information for each product.
What should you look for when choosing?
Finely milled wholemeal
Choose it when: you’d like to try a smoother-textured bread that’s still labelled as wholemeal.
The trade-off: a finer grind doesn’t make its taste and colour the same as white bread.
White bread
Choose it when: familiar bread is the priority for this occasion.
The trade-off: according to the Netherlands Nutrition Centre, wholemeal bread usually contains more fibre than white bread.
Bread made with some wholemeal flour
Choose it when: you’re specifically looking for a blend and can check the proportion of wholemeal flour.
The trade-off: brown or multigrain bread isn’t automatically 100% wholemeal.
| What matters when buying | What to check | Who it matters to |
|---|---|---|
| Wholemeal and texture | Look for the wholemeal label and compare the stated fibre per 100 g and the texture described. | I want to try wholemeal bread without immediately choosing a coarse-textured loaf. For around 31% of consumers, this combination comes first. |
| Familiar bread | Consider whether white or finely milled wholemeal bread is a better fit for what you eat at home; if in doubt, don’t take more than you need. | On a busy day at the procession, I mainly want to bring bread that my fussy eaters know. This is the main concern for around 25% of consumers. |
| Availability | Check that your preferred type and size are available at your chosen store, especially if you’re buying fresh bread. | When shopping for the procession, I don’t want to have to look for a different bread at the last minute. Around 19% of consumers put this first. |
| Quantity | Check whether a whole or half loaf, or a pack of rolls, will suit the number of people eating. | I want to bring enough for my group without having lots left over. Quantity matters most to around 13% of consumers. |
| Label information | Read the latest ingredients and allergen information; check whether baker’s salt is used if that’s relevant to your choice. | If I need to consider allergens or specifically check for baker’s salt, I don’t want to rely on the bread’s name. This is the main concern for around 12% of consumers. |
Common mistakes
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Mistaking brown or multigrain bread for wholemeal
A brown colour or a multigrain name doesn’t tell you whether the bread is made entirely from wholemeal flour. According to the Netherlands Nutrition Centre, wholemeal bread is made from 100% wholemeal flour.
Look for the wholemeal label on the packaging. If you want a blend, check the stated proportion of wholemeal flour.
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Assuming all bread contains baker’s salt
According to the Netherlands Nutrition Centre, bread doesn’t have to be made with baker’s salt. The colour of the bread won’t tell you whether it contains it.
Check the ingredients list or, for unpackaged bread, ask which salt has been used.
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Checking for allergens only after buying
Ingredients can vary from one loaf to another. So if you’re buying for someone with an allergy, don’t rely on previous purchases or the type of bread alone.
Before buying, read the latest allergen information on the packaging or ask about it if the bread is unpackaged.
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Assuming the online range is always in stock in store
Fresh bread availability can vary by store; Lidl says this applies to its fresh bread range.
Check which types and sizes are available at your chosen store.
If you have to change your plans while shopping, you may need to make an extra stop or settle for a less suitable size.
Brands to compare
Albert Heijn
Its online range includes white, wholemeal and multigrain bread.
- You can compare different types of bread side by side.
- Check what’s currently available at your chosen store or for your delivery slot.
Jumbo
Jumbo describes its Fijn Volkoren as a wholemeal wheat loaf.
- For this specific loaf, Jumbo states that it contains 7,6 g of fibre per 100 g.
- Don’t use information about this product as a description of other Jumbo breads.
Lidl
Lidl describes a wholemeal kids’ bread made with extra-finely milled wholemeal flour.
- A specific product you can assess by its flour type and texture.
- According to Lidl, its fresh bread range can vary by store.
ALDI
Its bread range includes white bread and finely milled wholemeal.
- ALDI states that its wholemeal breads are made with 100% wholemeal flour.
- Check which varieties are available at your chosen store.
PLUS
PLUS describes its Rond fijn volkoren heel as a wholemeal wheat loaf.
- The product information includes details such as allergens and nutritional values per 100 g.
- PLUS notes that product information can change, so check the latest packaging too.
Dirk
Its range includes breads from white to wholemeal and multigrain.
- Some breads are available in whole and half sizes.
- Search the local range if you’re looking for finely milled wholemeal.
White bread options at Joybuy
These rolls and baguettes are options if you’re choosing white bread for the Sinterklaas procession. As well as the size, check the latest ingredients and allergen information. These aren’t finely milled wholemeal breads or blends of white and wholemeal.
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g'woon White Rustic Pistolet, 4 stuks
White rolls for anyone who’d rather bring individual rolls than a whole loaf.
Pack of 4. Check the latest allergen information on the packaging before buying.
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G'woon White Rustic Baguette, 250 g
A white baguette you can share between several people.
Contents: 250 g. Read the latest ingredients and allergen information on the packaging.
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g'woon White Baguette, 220 g
A white baguette for choosing the amount of bread to bring according to the number of people eating.
Contents: 220 g. Check the latest allergen information and any preparation instructions on the packaging.
Frequently asked questions
Is brown bread the same as wholemeal bread?
No. According to the Netherlands Nutrition Centre, wholemeal bread is made from 100% wholemeal flour; brown bread can also contain white flour. So check the product description and ingredients, not just the colour.
Is finely milled wholemeal a blend of white and wholemeal bread?
No, not if the bread is labelled as wholemeal. According to the Netherlands Nutrition Centre, this means it’s made from 100% wholemeal flour. For a specific product, check what ‘finely milled’ means in terms of the grind or texture.
Does bread always contain baker’s salt?
No. The Netherlands Nutrition Centre says that bread doesn’t have to be baked with baker’s salt. Check the ingredients list or, for unpackaged bread, ask which salt has been used.
How can I check for allergens in bread?
For packaged bread, read the latest ingredients list and allergen information. For unpackaged bread, ask for the allergen information before buying. The Netherlands Food and Consumer Product Safety Authority says that there are also rules about providing this information for unpackaged food.
Will bread shown online be available in every store?
You can’t assume it will be. Lidl says its fresh bread range can vary by store. So check with your chosen store if you need a particular variety or size for the procession.