Who is this choice relevant for?

Parents focused on what their child will accept

You’re looking for bread with a taste and texture that suit a fussy eater, and would then like to gently introduce a finer-textured wholemeal option.

Households looking to choose wholemeal

You’d like to serve wholemeal bread more often at breakfast or lunch, but want a crumb the eater will accept too.

Label readers

Before buying, you want to check the ingredients, allergens and whether a particular bread contains baker’s salt.

What should you look for when choosing?

Start with a texture the eater accepts. Then compare the wholemeal labelling and nutritional information on the pack; seeds or a dark colour alone don’t tell you what flour has been used.

What to consider What to check before buying Who it matters to
Taste and texture Compare a soft crumb with finely milled wholemeal bread; look out for visible seeds if those are likely to be rejected. If a fussy eater leaves bread with seeds untouched, I’d first look for a soft, predictable texture. That’s why acceptance comes first for around 36% of consumers.
Wholemeal and fibre Look for the word ‘wholemeal’ and compare the fibre per 100 g on the packaging. I’d like to serve wholemeal bread more often, but a coarse crumb doesn’t always work at home. For around 29% of consumers, choosing wholemeal is the top priority.
Ingredients and allergens Read the current ingredients and allergen information; check for baker’s salt if that’s something you look out for. If certain ingredients need to be avoided, I need to know exactly what’s in the bread. Around 21% of consumers put this check first.
Size and availability See whether a half loaf is suitable for a first try, and check what your shop has available. If a new bread might not get eaten, I’d rather try a suitable size first, then buy it again if it goes down well. For around 14% of consumers, this is the main consideration.

Common mistakes

  • Assuming brown, multigrain or seeded bread is wholemeal

    According to Albert Heijn’s product guide, brown and multigrain bread can contain white flour as well as wholemeal flour. So you can’t tell from appearance alone whether a loaf is entirely wholemeal.

    Look for the word ‘wholemeal’ and compare the fibre content per 100 g.

  • Choosing multiseed bread when the texture is the real issue

    White bread can still contain visible seeds and kernels. That can make it a very different eating experience from a soft, even crumb.

    Check the ingredients and the bread itself. If texture is a concern, also compare plain white bread or finely milled wholemeal bread without noticeable seeds.

  • Assuming all bread contains baker’s salt

    The Netherlands Nutrition Centre recommends bread baked with baker’s salt when iodine intake through bread is something to consider. That doesn’t tell you anything about the ingredients in the loaf you’re looking at.

    If this matters to you, check the ingredients list for the variety you choose.

  • Assuming a bread variety shown is automatically available

    Availability can vary from shop to shop. A loaf listed online may not be available at your local branch.

    Check your chosen shop and the loaf size before you go to buy or order a new bread.

Brands to compare

Albert Heijn

Worth considering if you want to compare white and wholemeal bread within one range.

  • Albert Heijn explains the difference between wholemeal, brown and multigrain bread.
  • Check the ingredients and nutritional information for the variety you choose; the type of bread alone doesn’t tell you everything about its composition.

Jumbo

A useful point of comparison for white bread and finer-textured wholemeal varieties.

  • Jumbo’s range includes finely milled wholemeal bread and white multiseed bread.
  • A name that includes ‘multiseed’ doesn’t tell you whether the crumb will suit someone sensitive to texture; check the specific variety.

Lidl

Worth considering if you’re looking for a finer wholemeal texture.

  • Lidl describes a kids’ bread made with extra-finely milled wholemeal flour.
  • Whether the taste and crumb are accepted varies from person to person; check the packaging of the loaf you choose.

ALDI

A place to compare white bread and finely milled wholemeal bread side by side.

  • ALDI lists both types of bread in its daily fresh range.
  • Don’t assume a brown or multigrain variety is wholemeal; read the product name and label.

PLUS

Worth considering if you’re looking at white bread with seeds and kernels.

  • Korenlanders Rustic White Multiseed Hearth Bread is described as white wheat bread with seeds and kernels.
  • Check the allergens for this variety and consider whether visible seeds will suit the eater.

Dirk

A useful point of comparison if you’d like to try a smaller wholemeal loaf.

  • Dirk’s bread range includes a half wholemeal loaf.
  • Check the packaging of the variety you choose and see what your shop has available.

Bread options on Joybuy

These bread options are worth considering alongside soft white bread. The wholemeal flatbread has a different shape; for both products, check whether the ingredients and texture will suit the eater.

Souq Lebanese Bread Whole Wheat 6 P

Souq Lebanese Bread Whole Wheat 6 P

An option to try if you’d like to introduce a wholemeal bread in a different shape alongside plain white bread. Before buying, check the ingredients and make sure the texture will suit the eater.

View on Joybuy
Lekhaven Bakkerij Whole Wheat Country Round Bread 550 g

Lekhaven Bakkerij Whole Wheat Country Round Bread 550 g

A 550 g round loaf to consider if you’re looking for a variety labelled wholemeal. Check the preparation instructions, ingredients and crumb before choosing it as an alternative to soft white bread.

View on Joybuy

Frequently asked questions

Is white bread a useful first step for a fussy eater?

Yes, if a familiar taste and texture are needed to encourage them to eat bread. Don’t consider it the same as wholemeal bread: the Netherlands Nutrition Centre advises replacing white bread with wholemeal or brown bread as much as possible. A finer-textured wholemeal variety could be the next choice if the eater accepts it.

Is multigrain bread always wholemeal?

No. Albert Heijn explains that multigrain bread can contain white flour as well as wholemeal flour. If you’re specifically looking for wholemeal bread, check the product name and compare the ingredients and fibre per 100 g.

When should I check the label for baker’s salt?

Check the ingredients list if iodine intake through bread is something you need to consider. The Netherlands Nutrition Centre recommends bread baked with baker’s salt for this purpose; don’t assume that the product you’ve chosen contains baker’s salt just because of the type of bread.

What should I check when buying bread with seeds?

Check the current ingredients and allergen information, and make sure the eater is comfortable with visible seeds. The white multiseed bread described by PLUS contains wheat, barley and sesame, among other ingredients; the composition may differ for other breads.

How can I try a new bread without having lots left over?

Choose a half loaf or smaller pack if one is available for the variety you want. First see whether the taste and texture are accepted, and follow the storage instructions on the packaging.