Who is each type of toast for?

Those making a gradual switch

If a fussy eater isn’t keen on a pronounced grain flavour, you could compare plain, multigrain and explicitly labelled wholegrain options. The name multigrain on its own doesn’t mean the toast is wholegrain.

Shoppers who prioritise wholegrain

If you’re looking specifically for wholegrain toast for your first stock-up, check the product name and ingredients of the option you’ve chosen. Use the nutritional information per 100 g to compare the fibre content of different packs.

Shoppers looking for toast to serve with toppings

If you mainly want a crisp base for a range of toppings or nibbles, check the stated flavour and texture. Van der Meulen describes its Melba Naturel as mild and light; the wholegrain version has a distinctive grain flavour.

What should you look for when choosing?

Before your first food shop, decide which qualities matter most to the people eating at home. A gentle change in flavour, a clear wholegrain label and suitability for toppings are all valid reasons to choose a particular pack.

What to consider What to check when buying Who it matters to
Flavour transition Compare the flavour descriptions and ingredients of plain, multigrain and wholegrain options. If a fussy eater turns down a strong grain flavour, I’d first choose an option that’ll be eaten at home. For around 33% of consumers, this gradual change in flavour is the deciding factor.
Wholegrain and fibre Look for a clear wholegrain label and compare the fibre per 100 g in the exact products. When stocking the cupboard, I want to be sure my choice is genuinely wholegrain, not just called multigrain. Wholegrain status is the priority for around 27% of consumers.
Toppings and texture Read the flavour and texture description, and check the pack size. If I want to serve toast with a variety of toppings, the main thing is whether the flavour and texture work well with them. Around 20% of consumers give this use the highest priority.
Availability Check whether your preferred option is available through your chosen shop or ordering method. If I want to do my first food shop in one go, I want to know in advance where I can buy my chosen toast. For around 20% of consumers, immediate availability is the main concern.

Common mistakes

  • Assuming multigrain means wholegrain

    A mix of grains and seeds doesn’t automatically make toast wholegrain. According to the Netherlands Food and Consumer Product Safety Authority, a product can only be called wholegrain if all the flour used is made from whole grains.

    If wholegrain is what you’re looking for, check for that label on the exact pack and compare the ingredients and fibre per 100 g.

  • Guessing allergens from the flavour name

    Plain and wholegrain don’t tell you which allergens a toast contains. The Haust Krokant Toast described by Jumbo lists wheat, rye, barley and egg, among other ingredients, and also warns that traces of other allergens may be present.

    For each new option, read the current ingredients list, allergen information and any precautionary ‘may contain’ warning on the packaging.

  • Assuming every shop stocks the same products

    A product you see online may not be available through the same ordering method: Lidl says that one Melba toast is only available in store.

    Before setting off, check the product page or shop information for the option you want to buy.

Brands compared

Van der Meulen / Melba

The Melba range includes plain, multigrain and wholegrain options, making it easy to compare flavour and ingredients.

  • Van der Meulen describes Melba Meergranen as a mix of grains and seeds, and Melba Volkoren as made from 100% wholegrain bread.
  • Don’t assume the fibre and salt content of one option applies to the whole range; check the nutritional information on the pack you choose.

Jos Poell

Jos Poell makes a product called Toast Volkoren for shoppers specifically looking for a wholegrain option.

  • A 90 g pack of Toast Volkoren is listed by Jumbo.
  • This product name doesn’t tell you about other Jos Poell options; check the ingredients and allergens on each pack.

Haust

Haust Krokant Toast is a seasoned option for anyone looking for something other than plain toast.

  • The option described by Jumbo has a herb breadcrumb coating.
  • Its product information lists cereals containing gluten and egg, and warns that traces of oats, milk and sesame may be present. If you have an allergy, check the current packaging.

Toast products at Joybuy

Related products will appear soon.

Frequently asked questions

Is multigrain toast automatically wholegrain?

No. Multigrain means it contains more than one type of grain, but doesn’t confirm that all the flour used is wholegrain. According to the Netherlands Food and Consumer Product Safety Authority, a product can only be called wholegrain if all the flour is made from whole grains. So check the label and ingredients of the toast you choose.

What should I check if someone has an allergy?

Read the ingredients list, highlighted allergens and any ‘may contain’ warnings on the current packaging. The Netherlands Food and Consumer Product Safety Authority says that where cereals containing gluten are present, the specific type of cereal must be listed. Don’t rely on a flavour name such as plain.

How should I store toast after buying it?

Follow the storage instructions on the packaging and keep opened toast away from moisture. The Haust Krokant Toast described by Jumbo should be stored in a cool, dry place, away from moisture and heat.

Can I assume that all toast contains iodine?

No. Don’t assume that a particular type of toast contains iodine without checking the product information. According to the Netherlands Nutrition Centre, baker’s salt has iodine added to it. A Dutch agreement from 2008 encouraged the use of iodised salt in bread, bread substitutes and other baked goods, but it doesn’t tell you which salt is used in every pack of toast.