For a Mother’s Day breakfast or brunch, start by choosing bread that suits when you plan to serve it: look for clearly labelled wholemeal sourdough if that’s important to you, choose rustic shop-bought bread to serve straight away, or opt for part-baked bread if you’d like to use the oven just before eating. Check the ingredients, allergens and nutritional information for the exact product. ‘Sourdough’ doesn’t automatically mean wholemeal or gluten-free, and according to the Voedingscentrum, baker’s salt isn’t compulsory.
If you want to serve bread at a set time, it makes a difference whether you can pick it up from the shop ready to serve or need to bake it at home first. Jumbo describes rustic sourdough loaves sold in store; for a part-baked option, check the instructions for the product you choose.
If you want a wholemeal loaf, look for the ‘wholemeal’ label and compare the fibre per 100 g on the nutrition table. ‘Sourdough’ alone doesn’t tell you which type of flour has been used.
If wheat, gluten or other allergens are important to your choice, check the current label on the exact loaf. Ask for allergen information before buying unpackaged bread.
| What to consider | What to check when buying | Who is this most important to? |
|---|---|---|
| Presentation and when you’ll serve it | Check whether the bread is ready to serve or needs baking, and whether you’d prefer it sliced or unsliced. | I want to share a loaf at brunch and know whether I need to do anything just before serving. Around 36% of consumers prioritise when the bread will be served. |
| Wholemeal bread and fibre | Look for ‘wholemeal’ and compare the fibre per 100 g on the nutrition table of the loaves you’re considering. | If I want to serve a wholemeal loaf, the word ‘sourdough’ alone isn’t enough for me. Around 29% of consumers put this wholemeal choice first. |
| Availability and preparation | Just before you buy, check whether the exact loaf is available in store, for delivery or for collection, and whether it needs oven time. | I have little time around breakfast and want to plan my shopping and preparation. Convenience is the main consideration for around 21% of consumers. |
| Allergens and ingredients | Read the allergen information; ask for details if the bread is unpackaged. Also check whether baker’s salt has been used if that’s relevant to your choice. | If someone at the table needs to avoid certain ingredients, I don’t want to rely on the name ‘sourdough’. Around 14% of consumers prioritise this check. |
White sourdough bread and clearly labelled wholemeal sourdough bread don’t have the same ingredients. The sourdough label alone doesn’t tell you which type of flour has been used.
If you want wholemeal bread, look for that label on the exact product and compare the fibre per 100 g.
Sourdough bread can contain gluten-containing grains. For example, Jumbo lists wheat and spelt in its Desem Breekbrood Wit.
Check the allergen information for the exact loaf. If you need to choose gluten-free bread, rely only on an explicit gluten-free label.
According to the Voedingscentrum, baker’s salt isn’t compulsory. So the name ‘sourdough bread’ doesn’t tell you whether it has been used.
Read the ingredients list or ask about it if the bread is unpackaged, if baker’s salt is relevant to your choice.
Jumbo says its rustic sourdough loaves are only available in store. A loaf that needs baking will also take time and oven space.
Check how the loaf you’ve chosen is sold and read the preparation instructions in good time.
You may need to visit a shop to buy a fresh loaf; if you choose part-baked bread, allow time for it in your oven schedule.
The OerDesem range includes AH OerDesem volkoren Allinson.
Jumbo describes both rustic sourdough loaves sold in store and packaged sourdough products.
Lidl lists a rustic wholemeal wheat sourdough loaf in its freshly baked range.
ALDI is an option for buying bread and bakery products; assess any sourdough bread you find there as an individual product.
PLUS stocks products including Korenlanders Desem Wit.
Dirk lists sourdough alongside other types of bread in its range.
No, ‘sourdough’ alone doesn’t tell you which type of flour has been used. Look for ‘wholemeal’ on the exact loaf and check the ingredients and nutrition table if that’s important for your brunch.
No, sourdough bread can contain gluten-containing grains; for example, Jumbo lists wheat and spelt in its Desem Breekbrood Wit. If you need to choose gluten-free bread, check for an explicit gluten-free label on the exact product.
No. According to the Voedingscentrum, baker’s salt isn’t compulsory. Check the ingredients list or ask about it if the bread is unpackaged, if the use of baker’s salt is relevant to your choice.
Ask for allergen information about the exact loaf before buying. The Netherlands Food and Consumer Product Safety Authority says consumers must also be given allergen information for unpackaged food.
That depends on the product range you choose: Jumbo says its rustic sourdough loaves are only available in store and can’t be ordered online. For other loaves, check separately whether delivery, collection or in-store purchase is available.
