Which option is right for you?

For baking at home

You have rolls delivered with your groceries and want to bake them just before you eat. Check that you can use the oven or air fryer specified in the baking instructions for your chosen variety.

For comparing wholemeal and sourdough

You want to know what’s behind the name on the packaging. Compare the proportion of wholemeal flour and the fibre per 100 g; the word ‘sourdough’ won’t tell you that.

For checking ingredients carefully

You want to check the grains, allergens and any mention of iodised salt for the exact product before you order. A general description such as ‘artisan’ or ‘organic’ doesn’t replace this information.

What should you look for when choosing?

Ready to bake at home

A good fit if: you want to bake an online-orderable sourdough roll at home when you’re ready to eat it.

Keep in mind: you’ll need time and the specified equipment; for the par-baked varieties reviewed, PLUS provides instructions for both ovens and air fryers.

Ready to eat from the shop

A good fit if: you can collect the roll yourself and don’t want to bake it at home.

Keep in mind: an online product page doesn’t mean the roll can be delivered; the fresh AH sourdough rolls reviewed are listed as in-store only.

What to consider What to check before buying Who it matters to
Availability to order After choosing your address and delivery slot, check whether the exact roll can be added to your order. If I want rolls delivered with my groceries, the specific variety I choose needs to be available. Around 33% of consumers prioritise delivery availability.
Sourdough and baking Read the ingredients and baking instructions for your chosen variety; a sourdough label alone doesn’t predict a particular flavour. If I’m baking a roll just before lunch, I want to know whether I can prepare it in my kitchen. Around 27% of consumers pay closest attention to this combination of sourdough and when they’ll eat it.
Wholemeal and fibre Compare the proportion of wholemeal flour in the ingredients list and the fibre per 100 g, using the same basis of preparation. If I’m choosing between white and multigrain sourdough rolls, I want to compare their ingredients rather than judge by colour. That’s the main consideration for around 20% of consumers.
Ingredients and allergens Read the current allergen information and check separately whether iodised salt is listed in the ingredients. If I need to avoid certain ingredients or identify iodised salt, I need the details for the exact roll. This check matters most to around 20% of consumers.

Common mistakes

  • Assuming sourdough means wholemeal

    A sourdough roll can also be made with white wheat flour. For its multigrain variety reviewed here, PLUS lists 34% wholemeal wheat flour; you can’t tell the proportion from the word ‘sourdough’.

    If wholemeal flour or fibre is important to your choice, compare the product description, ingredients and nutritional information.

  • Assuming an in-store product can be delivered

    A roll can appear online and still be listed as in-store only, as is the case with the fresh AH sourdough rolls reviewed here.

    Check the exact product after choosing a delivery slot. If collection isn’t an option, see whether a par-baked variety you can order suits your plans.

    Otherwise, you may still need to visit a shop.

  • Judging allergens or iodine by the product name

    Sourdough doesn’t mean gluten-free, and an organic or artisan label won’t tell you whether iodised salt has been used. The products discussed include wheat; other ingredients vary by variety.

    Check the current ingredients and allergen information for the exact product every time you order. Look for an explicit mention of iodised salt.

Brands to compare

PLUS

PLUS lists the white, spelt and multigrain sourdough rolls reviewed here as products you can order online.

  • Ingredients and baking instructions are provided for the spelt and multigrain varieties reviewed.
  • Check whether the variety can be added to your order in the specific online shopping service you’re using.

Albert Heijn

Albert Heijn lists Liefde & Passie sourdough rolls in varieties including white and wholemeal.

  • The product pages provide information to help you compare ingredients and nutritional values by variety.
  • The fresh varieties reviewed are listed as in-store only, so don’t assume they can be delivered based on the product page alone.

Jumbo

Jumbo lists white and multigrain sourdough rolls among the products in its online roll category.

  • You can search the category for a sourdough variety to suit your grocery shop.
  • Check the ingredients and availability to order on the individual product page.

Lidl

Lidl lists fresh-from-the-oven rolls in its in-store range; the white roll reviewed here isn’t confirmed as a sourdough variety.

  • A good option if you want to pick up a roll while you’re in the shop.
  • The white roll reviewed is listed as in-store only, so it won’t meet a requirement for home delivery.

ALDI

ALDI lists rolls in its in-store range, including bread that’s ready to eat or finish baking at home.

  • An in-store option if you want to collect rolls yourself.
  • The roll page reviewed refers to shopping in store; don’t assume this variety is sourdough or available for delivery.

Dirk

Dirk lists rustic multigrain rolls, among other products, for baking at home.

  • A good option if you can combine a shop visit with baking the rolls at home.
  • Dirk doesn’t list a delivery service for the roll reviewed, so this option won’t suit you if delivery is essential.

Joybuy products

Related products will appear soon.

Frequently asked questions

Is a sourdough roll automatically gluten-free?

No. The sourdough rolls discussed here contain wheat, and some varieties also contain other gluten-containing grains. If you need a gluten-free option, check the explicit labelling on the exact product, not just the word ‘sourdough’.

Does a sourdough roll always contain iodised salt?

No, you can’t tell from the product name. The Netherlands Nutrition Centre says that bakers don’t always use baker’s salt, so check the ingredients list for each product to see whether it contains iodised salt or baker’s salt.

Can I cook a par-baked sourdough roll in an air fryer?

You can for the spelt variety from PLUS reviewed here: the product information recommends four minutes in a preheated air fryer at 200 °C. For other varieties, follow the baking instructions on the packaging.

Why can’t I get a roll delivered if it’s shown online?

A product page may show a roll that’s only available in store. After choosing your delivery slot, check whether the exact roll can be added to your order; Albert Heijn says the available stock is shown once you’ve made that choice.