The shopper who wants to avoid waste
Wants to choose a loaf size that suits how much bread is eaten at home, without automatically assuming that a smaller loaf is better value.
Who is this choice relevant to?
The shopper looking for wholemeal bread
Wants to check whether a sourdough loaf is genuinely wholemeal by comparing the product description, ingredients and fibre per 100 g.
The shopper with allergies or dietary requirements
Needs to check the ingredients and allergens for the exact loaf before buying, including when it’s sold loose.
What should you look for when choosing?
First, decide whether you want bread that’s ready to eat or needs baking at home. Then check the size, type of flour and ingredients of the loaf you’re considering.
| What to consider | What should you check? | Who does this matter to? |
|---|---|---|
| Loaf size and food waste | Check the loaf’s weight and how much you’ll eat before storing or freezing it. | If I only eat part of a loaf, I don’t want to choose a size that leaves the rest uneaten. Avoiding food waste is the top priority for around 36% of consumers. |
| Wholemeal and fibre | Check for the ‘wholemeal’ description, the ingredients and the fibre per 100 g. | If I eat bread regularly, I want to know for sure whether the sourdough I’ve chosen is wholemeal. Around 29% of consumers prioritise choosing wholemeal bread. |
| Flavour and preparation | Check whether the bread is bakery-baked or needs baking at home, and whether the variety is available. | I want to choose whether to eat the bread straight away or use the oven at home to bake it. Crust, flavour and when it’ll be eaten are the deciding factors for around 21% of consumers. |
| Ingredients and allergens | Read the allergen information; if needed, also check whether iodised salt or baker’s salt is listed. | If I need to avoid an ingredient, I want to know exactly what’s in this loaf before I buy it. Checking this is the top priority for around 14% of consumers. |
Common mistakes
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Overlooking the loaf’s weight
A small bake-at-home loaf and a whole sliced loaf don’t provide the same amount of bread. A loaf that’s too large to finish can also lead to waste.
Check the weight and choose an amount that suits the number of meals you need bread for.
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Assuming all sourdough is wholemeal
Sourdough describes the raising agent, not the type of flour. PLUS’s white sourdough baguette lists wheat flour, while AH OerDesem volkoren Allinson is described as a wholemeal wheat sourdough loaf.
If you want wholemeal bread, look for ‘wholemeal’ in the product description, then check the ingredients and fibre per 100 g.
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Assuming all sourdough contains iodised baker’s salt
According to the Netherlands Nutrition Centre, bakers aren’t required to use baker’s salt. Whether it’s included therefore varies from loaf to loaf.
If the type of salt matters to you, read the ingredients on the packaging or ask about it when buying loose bread.
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Checking allergens only after buying
Sourdough doesn’t mean a loaf is gluten-free. Even bread labelled gluten-free may contain other allergens: according to PLUS’s product information, Schär Pain Campagnard contains soya and may contain mustard.
Read the allergen information on the exact product packaging. If you’re buying loose bread, ask what allergen information is available before you buy.
Brands and shops to consider
Albert Heijn
Albert Heijn offers several OerDesem varieties, including OerDesem volkoren Allinson.
- The Allinson variety reviewed lists 57% wholemeal wheat flour, 6.3 g of fibre per 100 g and iodised salt.
- Check these details for each variety; the name OerDesem alone doesn’t tell you what type of flour is used.
Jumbo
Jumbo describes both bakery-baked rustic sourdough loaves and a packaged white sourdough pull-apart loaf.
- According to Jumbo, its rustic sourdough loaves are proved for more than 24 hours with fresh sourdough starter and baked in store.
- Jumbo says these bakery-baked loaves can’t be ordered online. The white pull-apart loaf reviewed isn’t wholemeal.
Lidl
Lidl lists a rustic wholemeal wheat sourdough loaf in its bread range.
- The product description specifies both sourdough and wholemeal wheat.
- Check the ingredients and allergens for the variety you choose, and find out whether it’s available at your local shop.
PLUS
PLUS lists, among other products, a white bake-at-home sourdough baguette and Schär Pain Campagnard gluten-free bread.
- The ingredients for the white bake-at-home baguette list 11% sourdough and iodised salt.
- The baguette isn’t wholemeal. The gluten-free bread mentioned contains soya and may contain mustard.
Related products on Joybuy
Related products coming soon.
Frequently asked questions
Is sourdough automatically wholemeal?
No. Sourdough is a raising agent and doesn’t tell you what type of flour is used. Check the product description, ingredients and fibre per 100 g for the variety you want to buy.
Does Dutch sourdough bread always contain iodised salt?
No. According to the Netherlands Nutrition Centre, bakers aren’t required to use baker’s salt. Check the packaging to see whether iodised salt or baker’s salt is listed, or ask about it when buying loose bread.
Where can I find allergen information for loose bread?
Ask at the bakery counter before buying, or read the information displayed near the bread. The Netherlands Food and Consumer Product Safety Authority states that consumers must also be able to get allergen information for unpackaged foods.
Is gluten-free sourdough bread also free from other allergens?
No. A gluten-free label doesn’t tell you whether the bread contains other allergens. According to PLUS’s product information, Schär Pain Campagnard contains soya and may contain mustard; always check the packaging for the exact variety.
How should I store and prepare bake-at-home sourdough bread?
Follow the storage and preparation instructions on the packaging for the exact product. For its white bake-at-home sourdough baguette, PLUS recommends storing it in a cool, dry, dark place and baking it in the oven for 8–10 minutes at 220 °C.