Which option is right for you?

Fans of sweet toppings

If you want jam, fruit, honey or nut butter to take centre stage, a white sourdough roll could be a mild base to try. Check the allergens and nutritional information for the option you choose, too.

Breakfast eaters keeping an eye on fibre

If you’re looking for a roll with a clearly stated fibre content, check that it’s labelled wholemeal and compare the fibre per 100 g. According to the Netherlands Nutrition Centre, multigrain doesn’t automatically mean that bread is wholemeal.

Weekend breakfast planners

If you want to bake rolls at home, choose an option with storage instructions and preparation details that suit your plans. Before buying, check that your oven or air fryer is suitable for the cooking method on the packaging.

What should you look for when choosing?

First, decide what matters most for your breakfast: the flavour of the bread, its fibre content, baking it at home or checking the ingredients. Then compare the individual rolls.

What to consider What to check when buying Who it matters to
Flavour and crust Compare a white option with a wholemeal or multigrain one if you want the flavour of the roll to complement your toppings. If I want sweet toppings to take centre stage, I mainly look for a bread base with a flavour and crust that work well with them. This is likely to be the main factor for around 33% of consumers.
Wholemeal and fibre Look for an explicit wholemeal label and compare the fibre per 100 g; multigrain isn’t the same as wholemeal. If I want the roll itself to provide more fibre, I look beyond the terms sourdough or multigrain. Wholemeal and fibre content are likely to be the top priorities for around 25% of consumers.
Baking and storage Check the storage instructions, equipment needed and baking time for your chosen option. For a weekend breakfast, I want to be able to buy rolls in advance and bake them at home when I’m ready. Around 25% of consumers are likely to prioritise this convenience.
Ingredients and allergens Read the label on packaged rolls; if you’re buying loose rolls, ask about allergen information before you buy. If I need to avoid certain ingredients, I need to be able to check the exact roll’s ingredients. This check is likely to determine the choice for around 17% of consumers.

Common mistakes

  • Assuming multigrain means wholemeal

    A multigrain roll can contain several types of grain without being entirely wholemeal. For example, PLUS states that its multigrain sourdough roll contains 34% wholemeal wheat flour.

    If wholemeal is essential for you, look for an explicit wholemeal label and read the ingredients list.

  • Assuming sourdough tells you about the nutritional value

    The term sourdough on its own doesn’t tell you how much fibre or salt a roll contains, or whether it’s free from allergens.

    Compare the nutritional information per 100 g and check the ingredients and allergens for the specific product.

  • Guessing allergens from the name

    The grains and other ingredients used vary from roll to roll. A name such as white, spelt or multigrain doesn’t give you a complete allergen list.

    Check the label or ask about allergen information before buying a loose roll. The Netherlands Food and Consumer Product Safety Authority stresses that this information must also be available for unpackaged foods.

Brands to consider

Albert Heijn

The AH Liefde & Passie range includes white, wholemeal and organic multiseed sourdough rolls.

  • The product information for the wholemeal option lists 7.1 g of fibre per 100 g and names the allergens it contains.
  • Check the packaging when you buy it: product ingredients and information may change.

Jumbo

Jumbo’s roll range includes white and multigrain sourdough rolls, as well as other types of roll.

  • You can compare different types of roll in the same category.
  • Check the ingredients and allergens for each individual product or on its packaging.

PLUS

PLUS sells both fresh sourdough rolls and sourdough rolls that you can bake at home.

  • PLUS lists ingredients, allergens and baking instructions for individual products; for a multigrain option, it also states the proportion of wholemeal wheat flour.
  • Check the preparation method and nutritional information for the option you choose, rather than combining details from different rolls.

Lidl

Lidl offers rolls baked in store, including a white roll.

  • A roll baked in store doesn’t need any baking at home.
  • The range may vary between stores. Check whether a particular roll contains sourdough.

ALDI

ALDI lists an individual white roll as an alternative if sourdough isn’t a requirement.

  • The white roll offers another option alongside the sourdough varieties discussed here.
  • The product information doesn’t confirm that this roll contains sourdough; check the ingredients if that matters to your choice.

Joybuy products related to this topic

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Frequently asked questions

Is a sourdough roll automatically wholemeal?

No. Sourdough and wholemeal describe different characteristics of bread. According to the Netherlands Nutrition Centre, an explicit wholemeal label tells you that a bread product is wholemeal; don’t assume it is from the terms sourdough or multigrain.

How do I compare the fibre content of sourdough rolls?

Compare the fibre content per 100 g listed for each specific option. Albert Heijn lists 7.1 g per 100 g for its wholemeal sourdough roll; PLUS lists 5.8 g per 100 g for a multigrain sourdough roll containing 34% wholemeal wheat flour.

Can a bake-at-home sourdough roll go in an air fryer?

It can if the manufacturer provides air fryer instructions for that option. PLUS recommends cooking its spelt and multigrain sourdough rolls for 4 minutes at 200°C in a preheated air fryer; follow the instructions on the packaging for your product.

How do I check allergens in a loose roll?

If the allergen information isn’t visible, ask about the specific roll before you buy it. The Netherlands Food and Consumer Product Safety Authority says information about allergens present must also be available for unpackaged foods; don’t rely on the product name alone.