Who is this choice relevant to?

Lunch-makers who like plenty of filling

You’re looking for a whole roll to cut open yourself. Compare its shape and weight, and check whether you need to bake it before eating. ‘Thick cut’ won’t tell you that.

Shoppers comparing wholemeal options and fibre

You want to know more than the colour or the name ‘multigrain’ can tell you. Look for the wholemeal label and compare the fibre listed per 100 g.

Shoppers who need to eat gluten-free

You need a roll that is explicitly labelled gluten-free. Check the ingredients and allergen information for the exact product, even if a shop sells separate gluten-free rolls.

What should you look for when choosing?

First decide what you’re buying rolls for: a filled lunch, a particular type of grain, convenient shopping or a necessary gluten-free option. Then compare the individual products.

What to consider What to check before buying Who it matters to
A roll for a generous filling Check that you’re buying a whole roll and compare the weight of each one. Weight alone doesn’t tell you how well it will hold a filling. If I want to pack plenty into my lunch, I want to be able to cut the roll open and judge its shape. For around 40% of consumers, how well it works for a filled lunch comes first.
Wholemeal and fibre Look for the wholemeal label and compare the fibre per 100 g in the nutritional information. The name ‘multigrain’ doesn’t tell me whether a roll is wholemeal, but that’s what determines my choice. For around 30% of consumers, wholemeal and the listed fibre content are the most important factors.
Packaging and how you’ll use them Check the number of rolls, whether they’re available in store and whether they need to be baked before eating. For one lunch, I might want a single roll; for several meals, a pack could be more convenient. Around 20% of consumers prioritise this practical consideration when shopping.
Gluten-free options Check the gluten-free label and the product’s current ingredients and allergen information. If I need to eat gluten-free, I can’t rely on a roll’s colour or the name of its grain. For around 10% of consumers, finding a suitable gluten-free option is a prerequisite.

Common mistakes

  • Assuming multigrain means wholemeal

    A multigrain roll doesn’t have to be made entirely from wholemeal flour. Albert Heijn lists both wholemeal wheat flour and wheat flour in its sourdough multigrain variety.

    If you want wholemeal, look for that label on the product, then compare the nutritional information.

  • Assuming every roll contains iodised salt

    The Netherlands Food and Consumer Product Safety Authority sets out conditions for using baker’s salt containing iodine compounds in bread. This doesn’t tell you which salt is used in an individual roll.

    Check the ingredients list for iodised salt or baker’s salt. If the roll is sold loose, ask for the product specification if needed.

  • Assuming an ordinary wheat roll is gluten-free

    A roll containing wheat isn’t a gluten-free option. Even when a product is sold as gluten-free, it’s important to check the information on the current packaging.

    Check the gluten-free label and allergen information. If you’re buying loose bakery products and the information isn’t readily available, ask for the product details.

  • Assuming a shop listing means it’s always in stock

    Rolls are sold loose and in packs, and some products are only available in store. The range can vary between shops and from one shopping trip to another.

    Before you shop, check the number of rolls, how they need to be prepared and whether they’re available at the shop you plan to visit.

Brands and shops to consider

Albert Heijn

Albert Heijn lists options including wholemeal and sourdough multigrain rolls.

  • For its AH Pistolet volkoren, Albert Heijn lists 100% wholemeal flour and 7,1 g of fibre per 100 g.
  • Check the ingredients for each variety: multigrain and wholemeal don’t mean the same thing.

Jumbo

Jumbo offers rolls in a range of varieties and pack sizes.

  • The range includes options such as white rolls and rolls topped with mixed seeds.
  • Before choosing, check the information and availability for the individual product.

Lidl

Lidl lists a white wheat roll for sale in store.

  • The product listing makes clear that it’s a white wheat roll.
  • If you need to check the ingredients or allergens, ask in store for more product information.

Aldi

Aldi lists a white roll sold individually.

  • Buying one at a time is an option if you’re looking for a single roll.
  • Check the product information separately if the ingredients or allergens matter to your choice.

Plus

Plus lists a white sourdough roll and separate gluten-free rolls.

  • The ingredients list for the white sourdough roll includes wheat flour and baker’s salt.
  • Don’t assume other rolls are gluten-free just because gluten-free options are available; check the exact product.

Dirk

Dirk lists rustic multigrain rolls that need to be baked before eating.

  • The pack described contains four rolls.
  • Bear in mind that you’ll need to bake them at home, and check whether they’re available at your shop.

Rolls on Joybuy

Looking for white rolls for a filled lunch? This pack of four is one option to consider. The product name doesn’t tell you how firm the rolls are or whether you’ll need to bake them before eating.

g'woon White Rustic Pistolet, pack of 4

g'woon White Rustic Pistolet, pack of 4

A pack to consider if you’re looking for several white rolls for a filled lunch.

Pack size: 4 rolls. Check the product information for the weight of each roll, how to prepare them and the ingredients if these affect your choice.

View on Joybuy

Frequently asked questions

What does ‘thick cut’ mean when it comes to rolls?

For the rolls described, the term doesn’t give a clear indication of slice thickness or firmness. According to the Netherlands Nutrition Centre, a roll is a type of small bread. For a filled lunch, look at the whole roll, its weight and how it needs to be prepared rather than relying on this search term alone.

Is a multigrain roll also wholemeal?

Not necessarily. According to the Netherlands Nutrition Centre, the wholemeal label on bread is what matters if you’re looking for a wholemeal product. A multigrain roll can also contain white flour. So check the product name and ingredients list for the variety you want to buy.

Does every roll contain iodised baker’s salt?

You can’t assume that every roll does. The Netherlands Food and Consumer Product Safety Authority sets out conditions for adding iodine compounds through baker’s salt, but the ingredients list shows what’s stated for each individual product.

How do I choose a roll if I need to eat gluten-free?

Choose a product that is explicitly labelled gluten-free and check the current packaging. An ordinary wheat roll isn’t a suitable substitute. Also read the allergen information, and if you’re buying a loose roll, ask for the product details if they aren’t clear.