Who are these options for?

Anyone looking to eat wholemeal bread every day

For households looking for a wholemeal option for their everyday sandwiches. The word ‘sourdough’, a dark colour or a rustic appearance doesn’t tell you on its own whether a loaf is wholemeal.

Smaller households looking to use up their bread

For anyone eating bread in a one- or two-person household who wants to consider a smaller loaf, bake-at-home bread or freezing portions to reduce leftovers.

Lovers of flavour and a fresh crust

For shoppers who enjoy choosing a rustic sourdough loaf and consider its crust, how easy it is to eat and what their shop has available.

What should you look for when choosing?

Decide which feature matters most for your shop. Then compare the different types of bread by checking their labels, and choose a size that suits how much you eat.

What to consider What to check when buying Who it matters to
Wholemeal and fibre Look for the word ‘wholemeal’ and compare fibre content on the same basis, for example per 100 g. If I want to eat wholemeal sandwiches every day, I don’t want to rely on the sourdough name or the colour of the bread. For around 46% of consumers, choosing wholemeal comes first.
Size and storage Compare the size, preparation method and storage instructions. Check whether freezing portions would suit how you use the bread. In a one- or two-person household, I want to choose a loaf I can use up without having much left over. Around 27% of consumers prioritise a suitable size and less waste.
Flavour and crust Check whether the bread is baked in store, what the crust is like and whether the option you want is available. If I choose bread mainly for its flavour, I want a crust that’s pleasant to eat too. For around 27% of consumers, the feeling of freshness is the main consideration.

Common mistakes

  • Assuming ‘sourdough’ means ‘wholemeal’

    Sourdough describes how bread is made, not whether it’s made with wholemeal grain. So a sourdough loaf might not be the wholemeal option you’re looking for.

    Look for the explicit ‘wholemeal’ label. According to the Netherlands Food and Consumer Product Safety Authority, a product can only be labelled this way if all its grain ingredient is wholemeal flour.

  • Choosing a large fresh loaf without a storage plan

    In a smaller household, you might have bread left over before you’ve finished it, even if the crust was exactly what you wanted when you bought it.

    Compare smaller loaves and bake-at-home options, or freeze a fresh loaf in portions according to the storage instructions.

  • Guessing the salt or iodine content from the name

    ‘Sourdough’ doesn’t tell you how much salt the bread contains or whether iodised baker’s salt has been used.

    Read the ingredients and nutritional information on packaged bread. For unpackaged bread, ask for information about the specific option.

  • Overlooking allergens in unpackaged bread

    Unpackaged bread can contain allergens too, and the information may not be on a label you can take away with you.

    Check the label on packaged bread, and ask about allergen information before buying unpackaged bread.

Brands to consider

Albert Heijn

Albert Heijn lists various sourdough breads online, including wholemeal options.

  • You can compare product descriptions to find an option explicitly labelled as wholemeal.
  • Albert Heijn says that ingredients, nutritional values and allergen information may change, so check the current packaging.

Jumbo

Jumbo describes a range of sourdough breads baked in store, which the company says are left to rise for more than 24 hours using fresh sourdough starter.

  • This is worth considering if you’d like to choose a freshly baked loaf in store.
  • Jumbo says these loaves can’t be ordered online, so ask in store which options are available.

PLUS

PLUS lists, among other options, a small wholemeal sourdough loaf and a baguette made with sourdough that you bake at home.

  • These products give you different sizes and preparation methods to compare.
  • A bake-at-home product isn’t automatically wholemeal, so check the label and ingredients for each option.

Lidl

Lidl lists, among other options, rustic wholemeal sourdough bread and organic multigrain sourdough bread.

  • The product descriptions distinguish between wholemeal and multigrain options.
  • Check which options are available at your local shop, and read the current ingredients and allergen information.

Dirk

Dirk lists sourdough bread in its range and also stocks Wasa Zuurdesem Rogge crispbread.

  • Crispbread can be a crunchy alternative if you don’t want to buy fresh bread every time.
  • Crispbread is different from soft or fresh sourdough bread, so check the range and packaging for each product.

Related Joybuy products

Related products coming soon.

Frequently asked questions

Is sourdough bread automatically wholemeal?

No. Sourdough describes how the bread is made, not whether it’s wholemeal. Look for a loaf explicitly labelled as ‘wholemeal’; according to the Netherlands Food and Consumer Product Safety Authority, all its grain ingredient must be wholemeal flour.

How should I store a loaf I won’t eat quickly?

Freeze some in portions if you think it’ll take too long to finish a whole loaf. For opened wholemeal sourdough bread, the Netherlands Nutrition Centre recommends 2–4 days in a kitchen cupboard and 1–3 months in the freezer. Follow the instructions on your loaf’s packaging too.

Does all sourdough bread contain iodised baker’s salt?

You can’t tell from the name ‘sourdough’. Check the ingredients on packaged bread, or ask which ingredients have been used for that particular option if the bread is unpackaged.

Where can I find allergen information for loose bread?

Ask in store for allergen information before buying unpackaged bread. The Netherlands Food and Consumer Product Safety Authority says allergens must be listed on the label of pre-packed products, and that information about unpackaged products must be made available in another way.

Does sourdough bread have to have a hard crust?

No. The crust and texture vary from loaf to loaf. If you don’t find a firm crust comfortable to eat, check the specific option and see whether sliced bread with a softer texture would suit you better.