Who is this choice relevant to?

Lunch shoppers looking to increase their fibre intake

You want to know whether your bread is genuinely wholemeal, rather than simply dark or multigrain. Look for the wholemeal label and, for packaged bread, compare the fibre and salt per 100 g.

Shoppers buying bread just before lunch

You’re looking for a practical option at that moment, such as bread rolls or sliced bread. The range may vary between stores; Lidl, for example, says this is the case for its fresh-from-the-oven bread.

Households looking to reduce waste

You buy bread for lunch regularly, but don’t always get through a whole loaf in time. A half loaf or an amount you can store may suit how much you use better.

What should you look for in lunch bread?

First, decide what matters most for your lunch: clearly labelled wholemeal bread, a convenient format, the right quantity or a soft texture.

What to consider What to check when buying Who is it important for?
Wholemeal and fibre Look for the wholemeal label. For packaged bread, compare the fibre per 100 g. If bread is my regular lunch, I don’t want to have to judge by colour to choose wholemeal. Around 40% of consumers say clearly labelled wholemeal bread and fibre are their top priority.
Format and convenience Choose between options such as sliced bread and bread rolls; check whether your preferred format is available at your store. When I buy bread just before lunch, I need to be able to eat it without much preparation. A convenient bread format comes first for around 30% of consumers.
Quantity and storage Choose a half or whole loaf to suit how much you use, and read the storage advice. I don’t want to keep having bread left over that I won’t use. The right quantity and less waste are the main priorities for around 20% of consumers.
Taste and texture See whether white or fine wholemeal bread has the texture you’re looking for; if you choose the latter, check that it’s labelled wholemeal. For the fillings I like and the way I prefer to eat, I’m mainly looking for a soft texture, even if that means I don’t choose wholemeal bread. This preference is the deciding factor for around 10% of consumers.

Common mistakes

  • Assuming dark, brown or multigrain bread is wholemeal

    These characteristics alone don’t confirm that bread is made from 100% wholemeal flour. That’s exactly what matters when you’re specifically looking for wholemeal bread.

    Look for the wholemeal label on the bread or in the product information. If in doubt, check the ingredients too.

  • Assuming all bread contains iodised salt

    The Netherlands Food and Consumer Product Safety Authority explains that iodine compounds may be added to bread through bakers’ salt. That doesn’t mean they’re in every loaf.

    If iodine matters to you, check the ingredients of the specific bread or ask for product information when buying unpackaged bread.

  • Buying more bread than you’ll use

    A whole loaf doesn’t suit every lunch routine; any that goes unused may go stale.

    Choose an amount that suits how much you use and follow the storage advice. Check whether the bread you’ve chosen is suitable for freezing.

  • Not checking allergens in fresh bread rolls

    Ingredients vary between types of bread, so a bread roll you’ve bought before isn’t a reliable guide to a different product.

    For packaged bread, read the allergen information on the label. For unpackaged bread, ask for information about that particular roll before you buy it.

Brands to consider

Albert Heijn

Albert Heijn provides online product information for items including wholemeal bread.

  • The product page for AH Vloerbrood volkoren heel lists wholemeal wheat bread, 6.3 g of fibre per 100 g and the ingredients.
  • Albert Heijn says product information may change. Check the packaging of the bread you choose when you buy it.

Jumbo

Jumbo shows a range of wholemeal bread formats online.

  • The category includes whole and half loaves, as well as other wholemeal options.
  • When choosing, check which bread formats are available at your store.

ALDI

ALDI’s fresh daily bread range includes both white and wholemeal options.

  • This makes it easier to look for a type of bread that suits your lunch.
  • Check that the individual product is labelled wholemeal; don’t assume it is based on the multigrain label.

PLUS

PLUS has online categories for wholemeal bread and wholemeal bread rolls.

  • These categories can help you find a bread format for lunch.
  • Check whether your chosen product is available at your store.

Dirk

Dirk shows white, wholemeal and multigrain bread, among other options, in a range of loaf sizes.

  • You can look for an amount that suits how much you use.
  • Multigrain doesn’t confirm that bread is wholemeal; check the product label.

Lidl

Lidl describes its fresh-from-the-oven bread range online and provides ingredient and allergen information.

  • This information can help you assess a particular bread roll before you buy it.
  • Lidl says its fresh-from-the-oven range may vary between stores.

Related products on Joybuy

Related products will appear soon.

Frequently asked questions

How can I identify wholemeal bread for lunch?

Look for the wholemeal label on the bread or in the product information. According to the Netherlands Nutrition Centre, wholemeal bread is made from 100% wholemeal flour; a dark colour alone doesn’t confirm this.

Is multigrain bread wholemeal too?

Not necessarily: multigrain refers to the use of several types of grain, not to a guarantee that the bread is entirely wholemeal. Check whether the specific bread is also labelled wholemeal.

Does all Dutch bread contain iodine?

No, you can’t assume this of every loaf. The Netherlands Food and Consumer Product Safety Authority explains that iodine compounds may be added to bread through bakers’ salt, up to a maximum of 65 mg of iodine per kg of salt. Check the ingredients of your bread or ask for product information.

How can I check allergens in a fresh bread roll?

Ask for the allergen information for that specific unpackaged roll before buying it. For packaged bread, check the ingredients and allergens on the label.

How can I avoid having bread left over after lunch?

Choose an amount that suits how much you use and follow the storage advice for your chosen bread. Check whether you can freeze some of it; Albert Heijn, for example, lists this as an option for AH Vloerbrood volkoren heel.