Which roll is right for you?

If you’re serving filled rolls

You’ll want a roll that lets the filling’s flavour shine and can be prepared shortly before serving. A white sourdough roll is one option; both Albert Heijn and PLUS describe a variety like this.

If you’re looking at fibre and grain type

You’ll want a choice of white, wholemeal and multigrain rolls. Sourdough alone doesn’t tell you what type of flour is used, so compare the product description, ingredients and fibre per 100 g.

If you need to check ingredients carefully

You’ll want to know which grains and potential allergens the roll contains before serving it. If you’re also checking for iodine in bread, look for baker’s salt or iodised salt in the ingredients list.

What should you look for when choosing?

First, decide whether the roll should complement the filling or be served on its own. Then compare the flour type and ingredients, and choose between fresh and bake-at-home options based on when you plan to serve it.

What to consider What to check when buying Who is this important to?
Flavour and when you’ll serve it Choose a white roll to go with the filling, or one with a more pronounced grain or seed flavour. For bake-at-home products, check the cooking instructions. If the filling is the star of the show, I want a roll that complements it without making serving more complicated. Around 44% of consumers prioritise this combination of filling and bread.
Fibre and grain type Check whether the roll is wholemeal and compare fibre per 100 g across products with the same preparation status. According to Albert Heijn’s product information, its white sourdough variety contains 2.8 g of fibre per 100 g, while the wholemeal variety contains 7.1 g per 100 g. When bread makes up a significant part of the meal, I want to know what flour it’s made from. Grain type and fibre are the most important factors for around 33% of consumers.
Ingredients and allergens Read the latest ingredients and allergen information; ask for it if you’re buying unwrapped rolls. Check separately for baker’s salt or iodised salt if that matters to your choice. Before serving rolls to guests, I want to be able to check which grains and other allergens they contain. Checking the ingredients is the top priority for around 23% of consumers.

Common mistakes

  • Assuming every sourdough roll contains baker’s salt

    According to the Voedingscentrum, using baker’s salt in bread isn’t compulsory. Albert Heijn lists iodised salt in the white and wholemeal sourdough rolls reviewed, but the organic seeded variety lists only salt.

    If the type of salt matters to you, check the latest ingredients list for the roll you’re buying.

  • Assuming sourdough means wholemeal or gluten-free

    A white sourdough roll isn’t automatically wholemeal. Sourdough rolls may also contain gluten-containing grains and, depending on the product, seeds or other allergens.

    Compare the flour type and full allergen information. If you need a gluten-free option, only choose a product that is explicitly labelled as such and check the accompanying information.

  • Planning a bake-at-home roll as if it’s ready to eat

    According to the product information, PLUS’s frozen, part-baked brown multigrain sourdough roll needs a further 8 to 10 minutes in the oven at 220 °C. Once thawed, this product must not be refrozen.

    Check the cooking and storage instructions on your pack before planning when to serve the rolls.

  • Judging unwrapped bread by its appearance alone

    A shelf label or the outside of a roll won’t tell you all of its ingredients and allergens. The Netherlands Food and Consumer Product Safety Authority says allergen information must also be available for unwrapped foods.

    Ask for the allergen information before buying, including details of the grains used and any warnings about cross-contamination.

Brands to compare

Albert Heijn

Albert Heijn’s product information describes white and wholemeal sourdough rolls, as well as an organic sourdough variety with more seeds.

  • The product pages list ingredients and nutritional information for each variety.
  • The organic seeded variety contains sesame and soya, among other ingredients; check the latest allergen information. Salt is listed for this variety, but it isn’t specifically identified as iodised.

Jumbo

Jumbo’s range of rolls includes both standard rolls and white and multigrain sourdough varieties.

  • The range lets you choose between a standard roll and one described as sourdough.
  • Check the ingredients and allergens in the information for the individual product.

PLUS

PLUS describes a fresh white sourdough roll and a frozen, part-baked brown multigrain sourdough roll.

  • The bake-at-home variety comes with cooking and storage instructions, while the ingredients list for the white variety includes baker’s salt.
  • The multigrain variety contains several gluten-containing grains and may also contain sesame, soya, mustard and walnuts, among other allergens.

ALDI

ALDI describes a standard white roll sold individually as an alternative if sourdough isn’t essential.

  • The product description makes clear that it’s a white roll.
  • Don’t treat this as a sourdough roll unless the product is labelled accordingly; also check the ingredients and allergens.

Lidl

Lidl publishes an ingredients and allergen guide for freshly baked bread.

  • The guide can help you check a roll you’ve seen in store.
  • Check whether each roll is actually described as a sourdough roll.

Dirk

Dirk is another shop to consider when comparing rolls locally.

  • Check the description for the specific roll to see whether it’s sourdough and which ingredients and allergens are listed.

Joybuy products

Related products will be available soon.

Frequently asked questions

Do rolls in the Netherlands always contain iodised baker’s salt?

No. According to the Voedingscentrum, bakers aren’t required to use baker’s salt. Check the roll’s ingredients list to see whether baker’s salt or iodised salt is listed.

Is a sourdough roll automatically wholemeal?

No. Sourdough doesn’t determine whether a roll is made with white or wholemeal flour. Check the product description and ingredients; Albert Heijn, for example, describes both a white and a wholemeal sourdough variety.

Can I serve a standard sourdough roll to someone who needs to eat gluten-free?

Don’t assume a sourdough roll is gluten-free: the varieties described may contain wheat and other gluten-containing grains. For your guest, check that the product is explicitly labelled gluten-free and read the full allergen information.

Where can I find allergen information for an unwrapped roll?

Ask the shop before buying the roll. According to the Netherlands Food and Consumer Product Safety Authority, allergen information must also be available for unwrapped foods. Check which grains and other allergens are listed for the specific roll.