Choose sliced bread if you want to make up a sandwich in the morning and take it with you without having to slice the loaf first. If you specifically want wholemeal bread, check that it is labelled ‘wholemeal’: according to the Netherlands Nutrition Centre, this means the bread is made from 100% wholemeal flour. Check the thickness of the slices for each product rather than relying on ‘medium sliced’. If you don’t eat much bread, a half loaf or freezing it in portions straight away may suit you better.
You want to be able to make up a sandwich straight away and have deliberately chosen wholemeal bread. Check the label on the packaging or shelf ticket, rather than going by the colour alone. According to the Netherlands Nutrition Centre, ‘wholemeal bread’ means bread made from 100% wholemeal flour.
If you don’t eat several slices every day, a whole loaf may be more than you need. A half loaf, or freezing the bread in portions as soon as you buy it, makes it easier to take out only what you need. The Netherlands Nutrition Centre recommends freezing bread in portions straight away if you’re storing it.
If certain ingredients matter to you, the type of bread on the label isn’t enough to go on. Read the ingredients and allergen information for the specific product before you buy it. The Netherlands Food and Consumer Product Safety Authority provides information about how allergens are listed on labels.
Start with the type of bread you want to eat, then check whether the slices are practical for breakfast on the go and choose an amount that suits how much you eat.
| What to consider | What to check before buying | Who it matters most to |
|---|---|---|
| Choosing wholemeal | Look for ‘wholemeal’ on the packaging or shelf ticket; don’t rely on a brown colour or the words ‘multi-grain’ alone. | I want to choose clearly labelled wholemeal bread for my everyday breakfast, without having to guess the type from its appearance. For around 36% of consumers, being able to make a clear wholemeal choice matters most. |
| Sliced bread | Check that the bread is sliced and look at the slices and loaf size. If you’re unsure, try one loaf with your usual filling and lunchbox. | When I leave early, I want to be able to make up a sandwich and take it with me without having to slice the bread first. Around 29% of consumers prioritise this convenience. |
| Quantity and storage | Choose a size that suits how much you eat, or freeze a larger loaf in portions as soon as you buy it. | I only eat bread for breakfast now and then, and don’t want slices to go unused. Around 21% of consumers prioritise avoiding leftover bread. |
| Ingredients and allergens | Read the ingredients list and allergen information for the specific loaf; don’t rely on the product name alone. | If I need to avoid an ingredient, I must be able to check what’s in the bread before choosing it. For around 14% of consumers, checking the label is the top priority. |
The colour or mention of several grains doesn’t tell you whether a loaf is made from 100% wholemeal flour. The Netherlands Nutrition Centre distinguishes wholemeal bread from brown bread, which also contains white flour.
If you want wholemeal bread, check that the product is explicitly labelled ‘wholemeal’.
If you only need a few slices, the rest may dry out or go unused before you finish the loaf.
See whether a half loaf suits how much you eat, or follow the Netherlands Nutrition Centre’s advice to freeze bread in portions as soon as you buy it.
Retailers use different terms, such as ‘fine wholemeal’ and ‘sliced’. These labels don’t necessarily tell you how thick the slices in a particular loaf will be.
Check the product description or look at the bread itself. If you’re unsure, try one pack first with your usual filling.
The words ‘wholemeal’ or ‘sliced’ don’t give you a complete list of a product’s ingredients and allergens.
If you need to avoid certain ingredients, check the information on the specific loaf you’re buying each time.
These retailers offer different types of bread to compare. Check whether each product is sliced and what size loaf you’re buying.
The online bread range includes sliced wholemeal options.
The wholemeal range includes products such as Jumbo Fijn Volkoren, as well as a half-loaf version.
Lidl lists Knip volkoren as sliced bread weighing 800 g.
ALDI lists Fijn Volkoren as sliced bread and also shows other wholemeal loaf sizes.
The online wholemeal range includes products such as PLUS Rond fijn volkoren half.
Dirk lists bread in a range of options, including wholemeal, multi-grain, sourdough and half loaves.
No. According to the Netherlands Nutrition Centre, wholemeal bread is made from 100% wholemeal flour, while brown bread contains a mixture of wholemeal flour and white flour. So if you want wholemeal bread, look specifically for the word ‘wholemeal’.
Ideally, freeze it in portions as soon as you buy it and take out what you need. The Netherlands Nutrition Centre recommends keeping opened wholemeal bread for 2–4 days in a kitchen cupboard or 1–3 months in the freezer; freezing it for longer may make the bread drier. If the bread is packaged, also follow the storage and use-by information on the packaging.
No, the product name doesn’t replace the ingredients and allergen information. If you need to avoid certain ingredients, check the label on the specific loaf before you buy it.
