Festival shoppers who are mindful of fibre
Households looking to take or serve bread and make a considered choice between white bread and bread labelled ‘wholemeal’.
Who is this choice relevant to?
Organisers planning portions
Shoppers choosing between a whole loaf, half a loaf and individual wholemeal rolls for a group, based on how many people they expect to feed.
Shoppers checking allergens
People who need to check allergen information for packaged or unpackaged bread before buying, so they can make a suitable choice for their group.
What should you look for when buying?
First decide whether you specifically want wholemeal bread, then choose a format that suits the number of people eating and how much time you have to prepare portions. Choosing white bread means you’re not choosing the wholemeal alternative; if you want to prepare individual portions in advance, you could also consider wholemeal rolls.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Wholemeal bread and fibre | Look for the label ‘wholemeal’; compare fibre content only on the same nutritional basis, for example per 100 g. | If I specifically want to take wholemeal bread, I don’t want to rely on its brown colour. For around 42% of consumers, clearly labelled wholemeal bread would therefore be the main priority. |
| Portions for the group | Choose a whole loaf, half a loaf or individual wholemeal rolls to suit the number of people you expect to feed. | For my group, I want to be able to prepare portions without doing lots of slicing there and then; for around 25% of consumers, portion planning would be the priority. |
| Quantity and leftovers | Don’t buy more bread than you’ll use or can freeze; check the storage advice on the packaging. | If I’m not sure how many people will turn up, I want to avoid having lots of bread left over. Around 17% of consumers would focus mainly on buying the right amount. |
| Allergen information | For packaged bread, read the current label. For unpackaged bread, ask about allergens before buying. | If someone in my group needs to avoid allergens, I want to know the relevant information before choosing bread; for around 16% of consumers, checking this would be their main concern. |
Common mistakes
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Mistaking brown or multigrain bread for wholemeal
The colour or the name ‘multigrain’ doesn’t tell you whether bread is made entirely from wholemeal flour. According to the Netherlands Nutrition Centre, brown bread is a mixture of wholemeal flour and refined flour.
Look for the label ‘wholemeal’ if that’s your main criterion.
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Taking more bread than the group needs
If you’re not sure how many people will turn up, a whole loaf could go unused, even if individual rolls or half a loaf would have been more practical.
Plan how much you need for each person you expect to feed. The Netherlands Nutrition Centre recommends freezing any unused bread portions straight after purchase.
Bread that isn’t used or stored in time can go to waste.
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Not asking about allergens in unpackaged bread
Unpackaged bread doesn’t come with an individual label containing the information you need. The Netherlands Food and Consumer Product Safety Authority says allergen information must still be made available to consumers.
If the information isn’t clearly displayed, ask the seller for the latest allergen details before you buy.
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Assuming every loaf contains iodised baker’s salt
A general statement about baker’s salt won’t tell you which ingredients are in the bread you want to buy.
Check the latest ingredient information and, if you’re buying unpackaged bread, ask the seller if iodine content matters to your choice.
Brands and shops to consider
These ranges give you an idea of the types of bread you can compare. Before buying, check the range and product information at the branch or from the retailer you’re using.
Albert Heijn
Albert Heijn lists wholemeal bread in half and whole loaves, as well as wholemeal toastie bread.
- The different sizes let you choose an amount to suit your group.
- Some products are marked ‘In store only’, so check availability at your local branch.
Jumbo
Jumbo lists wholemeal bread in a range of styles, including fine, coarse, round, tiger and half-size loaves.
- The bread styles listed give you options to compare size and slicing.
- Check which varieties are available at your chosen shop when you buy.
PLUS
PLUS lists fine wholemeal bread, wholemeal tiger bread and sourdough varieties, among other options.
- You can check nutritional and allergen information for individual products.
- PLUS says ingredients and product information may change, so check the latest packaging.
ALDI
ALDI Netherlands lists both white bread and several types of wholemeal bread.
- The range shown includes fine wholemeal bread and wholemeal tiger bread.
- Check the label and nutritional information for the individual loaf; the features of one variety won’t necessarily apply to the whole range.
Dirk
Dirk lists white bread, wholemeal bread and wholemeal sliced rolls, among other options.
- Whole loaves and smaller rolls give you different ways to plan portions for your festival.
- Check the latest product information and the range at the shop you’re buying from.
Wholemeal bread and flatbread on Joybuy
These products include wholemeal flatbread in a pack of six and round wholemeal loaves that you can slice into portions yourself. Choose a format that suits how you’ll serve it. For the round loaves, allow time to defrost, bake and cool them.
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Souq Lebanese wholemeal flatbread, 6 pieces
A good option if you want to serve flatbread in individual portions. The pack contains six pieces; check the latest allergen information if it’s relevant to your group.
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Lekhaven Bakkerij round wholemeal bread, 2 × 550 g
For a group that wants to slice portions from round loaves. This pack contains two loaves, each weighing 550 g. Allow time to defrost, bake and cool them. Check the preparation instructions and allergen information on the packaging.
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Lekhaven Bakkerij round wholemeal bread, 550 g
For anyone who wants to slice portions from a single round loaf. This loaf weighs 550 g and needs time to defrost, bake and cool before serving. Follow the preparation instructions and check the allergen information on the packaging.
Frequently asked questions
How can I tell if bread is genuinely wholemeal?
Look for the label ‘wholemeal’ on the bread or packaging. According to the Netherlands Nutrition Centre, bread with this label is made from 100% wholemeal flour. Brown bread is a mixture of wholemeal and refined flour, so colour alone isn’t enough.
Does every loaf contain iodised baker’s salt?
You can’t assume that this is the case for every loaf. Check the latest ingredient information for the bread you choose and, if it’s unpackaged, ask the seller if necessary.
Where can I find allergen information for unpackaged bread?
If the information isn’t clearly displayed by the bread, ask about allergens before buying. The Netherlands Food and Consumer Product Safety Authority says this information must be made available for unpackaged products in a way other than on an individual label. For pre-packed bread, it will be on the label.
What can I do if there’s bread left after the festival?
Work out how much you need based on the number of people you expect to feed, and ideally freeze any portions you won’t use straight away as soon as you buy them. According to the Netherlands Nutrition Centre, wholemeal bread keeps for 2–4 days in a kitchen cupboard and 1–3 months in the freezer. Follow the instructions on the packaging, too.