Lunch shoppers with different bread preferences
You’re looking for something for a fussy eater, while also wanting a roll that’s clearly labelled wholemeal. The product name is a more useful starting point than the colour.
Who is this choice for?
People picking up rolls in a hurry
You’re shopping shortly before lunch and need a roll that’s available at your chosen branch. Check the current range if you have a particular type of bread in mind.
Shopping for a group
You want to get the quantities right for different preferences, perhaps choosing a wholemeal option alongside a white roll. Check the bread type and packaging for each product.
What should you look for when choosing?
First, decide which preference matters most for this lunch. Then compare the type of bread and how much preparation it needs, so one dark-looking roll doesn’t end up being treated as a match for two different preferences.
| What to look for | What to check when buying | Who it matters to |
|---|---|---|
| Clearly labelled wholemeal | Look for the word ‘wholemeal’ in the product name, on the shelf label or on the packaging; don’t rely on colour or grains alone. | If fibre is my priority, I want to be able to tell whether my lunch roll is actually sold as wholemeal. This is the top priority for around 33% of consumers. |
| A preference for white bread | Check that the bread is labelled white. Consider the texture you want separately: the type of bread alone won’t tell you how soft a particular roll is. | For a fussy eater, I’m mainly looking for a roll they’ll enjoy, without assuming from its colour that it has a soft crumb. This preference is the deciding factor for around 27% of consumers. |
| Lunch at short notice | Check the range at your chosen branch and find out whether the roll needs defrosting or baking. | If I’m picking up bread just before lunch, the roll I choose needs to be ready in time. Being ready to eat straight away is the top priority for around 27% of consumers. |
| Quantity for the group | Compare whole loaves, smaller packs and individual rolls with the number of people eating and their preferences. | When preferences differ, I don’t want to be left with a large loaf that only one person wants. Getting the quantity right matters most to around 13% of consumers. |
Common mistakes
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Assuming dark, multigrain or sourdough means wholemeal
These words and appearances don’t tell you whether a loaf is labelled wholemeal. According to the Dutch Bakery Centre, bread is labelled white, brown or wholemeal.
If you specifically want wholemeal, look for ‘wholemeal’ on the individual product and check the product information for packaged bread too.
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Assuming a general range page shows what’s in stock at your branch
A listed type of bread may not be available at your chosen shop when you’re buying lunch. Lidl says its fresh range can vary by branch; ALDI links its freshly baked bread to shops with a bakery section.
Check your chosen branch if you need a particular roll, or keep another suitable type of bread in mind as a backup.
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Choosing one compromise loaf for everyone
A wholemeal roll and a familiar white roll suit different preferences. A mixed appearance doesn’t tell you whether both people will want to eat the bread.
Ask each person what matters to them. If their preferences differ, two clearly labelled types of bread are easier to assess than one unclear compromise.
Supermarkets to explore
These shops offer different ways to look for bread for lunch; their general range pages don’t tell you which rolls are available at your branch at a particular time.
Albert Heijn
A useful place to look if you want to browse bread online and factor delivery into your plans.
- Albert Heijn has an online bread category.
- Check the label and information for the individual loaf you choose.
Jumbo
Worth considering if you’re looking at in-store bread or sourdough for lunch.
- Jumbo describes white, brown and multigrain bread, among other types.
- Jumbo says its sourdough breads are only sold in store; ‘sourdough’ also doesn’t automatically mean ‘wholemeal’.
Lidl
A good option if you want to look for a roll explicitly labelled wholemeal among the fresh bread.
- Lidl lists wholemeal and multigrain bread among its oven-fresh range.
- Lidl says its fresh range varies by branch, so check the label on the bread available there.
ALDI
A useful option for comparing fresh white, wholemeal and multigrain bread.
- ALDI lists these types of bread in its daily fresh range.
- According to ALDI, its freshly baked bread range is available in shops with a bakery section.
PLUS
A way to search online for white bread, wholemeal bread or wholemeal rolls separately.
- PLUS has separate online categories for these types of bread and offers delivery and collection.
- PLUS recommends checking the current packaging, as ingredients and allergen information can change.
Dirk
A useful option for looking at different types of bread within one range.
- Dirk lists white, wholemeal, multigrain and sourdough bread, among other types.
- Check the current product and packaging to confirm the type of bread for your lunch.
Bread options at Joybuy
These options include bread described as wholemeal, as well as white rolls and baguettes. Compare the pack size and any preparation needed with your lunch plans; a white label doesn’t confirm how soft the bread is.
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Lekhaven Bakkerij Whole Wheat Country Round Bread, 2 × 550 g
An option described as wholemeal for a lunch you can prepare in advance. This whole loaf is sold in a pack of 2 × 550 g; allow time for defrosting, baking and cooling before serving.
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Lekhaven Bakkerij Whole Wheat Country Round Bread, 550 g
A whole loaf described as wholemeal if you’re looking for a 550 g loaf for lunch. This version also needs to be defrosted, baked and cooled, so it’s not ready to eat straight after purchase.
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g'woon white baguette, 220 g
A 220 g white baguette for anyone who prefers white bread at lunchtime. The product description says it needs baking; check the current packaging for preparation instructions before use. The white label alone says nothing about how soft it is.
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g'woon white rolls, 4 pieces, 300 g
An option in roll form for a lunch where white bread is preferred. The pack contains 4 rolls weighing 300 g in total; check the current packaging for the texture you want and any preparation instructions.
Frequently asked questions
How can I tell if dark or multigrain bread is wholemeal?
Check whether the bread is explicitly labelled ‘wholemeal’; its dark colour, seeds or ‘multigrain’ name aren’t enough. The Dutch Bakery Centre describes white, brown and wholemeal as distinct bread types. For packaged products, check the current product information too.
Should I rule out white bread if someone doesn’t want wholemeal?
No. If that person prefers a white roll, you can make it a deliberate choice for lunch and pick a separate wholemeal option for someone else. According to the Netherlands Nutrition Centre, wholemeal bread contains plenty of fibre, vitamins and minerals, so don’t describe a white roll as wholemeal based on its colour or other grains.
Does all bread contain iodine from baker’s salt?
You can’t assume this is true of every individual loaf. To find out whether a particular bread contains iodised baker’s salt, check the ingredients on the current packaging or ask the retailer.
Where can I find allergen information for fresh bread?
For unwrapped bread in store, ask for the allergen information for that specific product. For packaged bread, read the current packaging: PLUS points out that ingredients and allergen information can change.