Who is this choice for?

Hosts catering for fussy eaters

Want to offer guests a familiar white roll without leaving out the wholemeal option. Albert Heijn lists separate white and wholemeal rolls that could work well on a platter with both options.

Guests who consciously choose wholemeal

Want a roll that is actually labelled as wholemeal, rather than one that simply contains several types of grain. According to the Netherlands Nutrition Centre, wholegrain cereal products contain more fibre than white cereal products.

People planning the oven timings

Want to serve bake-at-home rolls on time alongside the other snacks. Compare the cooking instructions and number of rolls on the pack; PLUS, for example, lists different baking times for its white and multigrain rolls.

What should you look for when choosing?

First decide whether you want to offer both white and wholemeal rolls. Then choose a pack of each that suits the number of guests and when you plan to serve them.

What to consider What to check when buying Who is this important for?
Choosing between white and wholemeal Choose both types of bread if you expect different preferences, and keep them clearly separate when serving. If guests are particular about the taste or texture of bread, I don’t want everyone to have to choose the same roll. Around 40% of consumers put having that choice first.
A genuine wholemeal option Check that the product is labelled wholemeal; don’t rely on the name or colour alone for multigrain rolls. I specifically want to serve wholemeal because fibre matters to me. For around 40% of consumers, this is their main bread preference.
Baking time and quantity Compare the number of rolls and cooking instructions on the packs you’re considering. If the rolls need to be ready at the same time as the snacks, I want to know how many to put in the oven and how long they’ll take to bake. This is the main consideration for around 20% of consumers.

Common mistakes

  • Assuming multigrain means wholemeal

    The name ‘multigrain’ doesn’t, by itself, mean that all the grain ingredients are wholemeal. You could end up choosing a roll that doesn’t meet someone’s specific preference for wholemeal bread.

    Look for the wholemeal label and read the information on the specific rolls. Choose multigrain for the taste or texture you want, not as an unverified substitute for wholemeal.

  • Assuming every roll contains iodine

    General information about bakers’ salt doesn’t tell you which type of salt was used in the rolls on your platter.

    If iodine is important to your choice, check the latest ingredients information for the product you’ve chosen.

  • Guessing allergens from the type of bread

    White, wholemeal and multigrain are no substitute for product-specific allergen information. If someone has a food allergy, a wrong assumption could have serious consequences.

    Check the current packaging before serving. For unpackaged rolls, ask the shop for allergen information.

  • Serving only white rolls when guests have different preferences

    Guests who consciously choose wholemeal won’t have a suitable bread option. According to the Netherlands Nutrition Centre, wholegrain cereal products contain more fibre than white cereal products.

    If your guests have different preferences, serve a separate, clearly labelled wholemeal option alongside the white rolls.

Brands to consider

Albert Heijn

Albert Heijn lists separate AH rolls in white and wholemeal varieties.

  • Having both product descriptions makes it easier to look for rolls to serve side by side.
  • Check the latest information on both packs for ingredients and allergens.

Jumbo

Jumbo lists wholemeal rolls in packs of four and also includes white rolls in its bake-at-home range.

  • You can look for both types of bread at this retailer.
  • Check which varieties are available in your local shop or for your order.

PLUS

PLUS lists white and multigrain bake-at-home rolls in 300 g packs.

  • The product information includes oven instructions for both varieties.
  • Don’t treat the multigrain variety as wholemeal without checking the product description and label.

Dirk

Dirk lists white and multigrain bake-at-home rolls in packs of four.

  • The pack size can help you plan how many rolls to buy.
  • If you specifically want wholemeal, look for a product with the appropriate label; multigrain alone doesn’t confirm this.

ALDI

ALDI lists an individual white roll and also describes white and wholemeal rolls in its wider bakery range.

  • An individual white roll can be a good fit if you don’t want to buy everything in the same pack size.
  • For a wholemeal roll, look for the exact product description in the current range.

Lidl

Lidl lists a white roll and describes a fresh-from-the-oven range in its shops.

  • The white roll is a familiar choice for guests who prefer white bread.
  • For a wholemeal roll, check the description and availability at the relevant shop.

Rolls for those who prefer white bread

These Joybuy rolls are a white-bread option for guests who prefer it. If you’d also like to offer wholemeal, choose separate rolls that are explicitly labelled as wholemeal.

g'woon white rustic rolls, 4 pieces

g'woon white rustic rolls, 4 pieces

For guests who’d like a white roll; the pack contains 4.

Check the cooking instructions on the pack and, if anyone has an allergy, read the latest allergen information.

View at Joybuy

Frequently asked questions

Is a multigrain roll the same as a wholemeal roll?

No. ‘Multigrain’ doesn’t automatically mean that all the grain ingredients are wholemeal. Check the product description and label if you specifically want wholemeal rolls; the NVWA defines the wholemeal label in relation to a grain ingredient made from 100% wholemeal flour.

How do I check for allergens in rolls?

Use the latest allergen information for the exact rolls you’re serving. Read the label on packaged products and ask the shop for product-specific information about unpackaged rolls. Don’t rely on the description ‘white’, ‘wholemeal’ or ‘multigrain’ alone.

Does every Dutch roll contain iodine?

You can’t assume that every roll does. Dutch rules on iodine in bakers’ salt don’t tell you which ingredients have been used in an individual product. Check the latest product information if this matters to your choice.

How do I time bake-at-home rolls to go with hot snacks?

Start with the cooking instructions on the pack you’ve chosen and plan when to serve the food accordingly. For example, PLUS says to bake its white rolls at 220 °C for 6–8 minutes and its multigrain rolls at 220 °C for 8–10 minutes. For other products, follow their own instructions.

Where can I look for white and wholemeal rolls?

Albert Heijn and Jumbo both list the two types of bread as separate products. Check the current product description and availability before buying; a multigrain roll or a general listing for wholemeal rolls isn’t necessarily the specific wholemeal roll you’re looking for.