Who is this relevant to?

Fibre-conscious buyers

You want to choose bread for the Christmas market based on a clear wholegrain label and, where available, the fibre content per 100 g. You don’t rely on colour or visible grains alone.

Organisers buying in advance

You buy bread before market day and want to plan quantities, freezing and serving times carefully to avoid leftovers.

Buyers catering for mixed groups

You take account of guests with allergies or specific dietary requirements, so you check the information for each loaf individually, including when slicing and serving.

What should you look for when choosing?

First, check that the bread is explicitly labelled wholegrain. Then decide which type of loaf you can store and serve, and always check the product-specific information for guests with dietary requirements.

What to consider What to check when buying Who is this most important for?
Wholegrain base and fibre Look for an explicit wholegrain label and compare the fibre per 100 g in specific products. Colour and seeds are no substitute. If I’m buying with fibre in mind, I want to know whether the bread is genuinely wholegrain rather than relying on the name ‘multigrain’. This is the top priority for around 36% of consumers.
Storage and portions Choose half or whole loaves to suit the number of portions, and check the storage instructions. The Voedingscentrum recommends storing wholegrain bread in a kitchen cupboard for 2–4 days or in the freezer for 1–3 months. If I’m buying well ahead of the Christmas market, I want to store the bread until it’s needed without ending up with unnecessary leftovers. This planning is the top priority for around 29% of consumers.
How to serve and prepare it Choose between bread that’s ready to serve and bake-off bread. The product information for PLUS wholegrain multigrain baguettes recommends baking them for 8–10 minutes at 220 °C. For my stall, the type of bread needs to suit how I’ll hand out portions; bake-off bread is only practical if there’s time and oven space. How the bread is served matters most to around 21% of consumers.
Allergens and dietary requirements Read the allergen information for your chosen product. For a gluten-free option, rely only on an explicit gluten-free label, and avoid contact with other bread during preparation. If guests have dietary requirements, I want to be able to check which bread is intended for them before serving. Allergens and dietary requirements are the first thing around 14% of consumers consider when buying.

Common mistakes

  • Assuming dark bread with seeds is wholegrain

    Multigrain bread can be made with white flour. Albert Heijn explains that waldkorn bread may contain wholemeal flour, white flour or a mixture of the two.

    Look for an explicit wholegrain label and read the ingredients. Use the fibre per 100 g to compare individual products.

  • Buying fresh bread without a storage plan

    If you’re buying days before the Christmas market, storage time and the quantity you need can influence what you buy. The Voedingscentrum recommends storing wholegrain bread in a kitchen cupboard for 2–4 days or in the freezer for 1–3 months.

    Plan portions in advance, choose half loaves if needed, and follow the product’s storage instructions.

  • Choosing bake-off bread without planning how to prepare it

    Bake-off bread needs equipment and time just before serving. According to the product information, PLUS wholegrain multigrain baguettes need 8–10 minutes in the oven at 220 °C.

    Check in advance that you have a suitable oven and a safe working area at the market. Otherwise, choose bread that’s ready to serve.

  • Assuming wholegrain multigrain bread is gluten-free

    The labels ‘wholegrain’ and ‘multigrain’ don’t mean a product is gluten-free. Contact with other bread while slicing or serving also matters if you’re offering a separate gluten-free option.

    Check the gluten-free label and allergen information for the specific product, and use separate utensils and serving equipment.

Brands to consider

Albert Heijn

Albert Heijn has multigrain products in its range, including waldkorn bread.

  • Albert Heijn explains that waldkorn bread may be made with wholemeal flour, white flour or a mixture of the two.
  • Check that your chosen loaf is labelled wholegrain; some multigrain products are only available in store.

Jumbo

Jumbo offers, among other options, half loaves of wholegrain multigrain bread with published nutritional information.

  • Jumbo lists 7,8 g of fibre per 100 g for Volkoren Meergranen Brood Half and 8,0 g per 100 g for Boeren Donker Volkoren Meergranen Half.
  • These values apply to the products named, not to every multigrain loaf from Jumbo. Also check the current packaging for ingredients and allergens.

Lidl

Lidl lists wholegrain and multigrain bread among its freshly baked in-store products.

  • The range is worth considering if you’d like to choose your bread in store.
  • Check the shelf label or packaging for the ingredients and nutritional information of the loaf you choose.

Aldi

Aldi lists Boeren volkoren meergranenbrood in both whole and half-loaf sizes.

  • The explicit wholegrain name and choice of a whole or half loaf can help you plan portions.
  • Only compare the fibre per 100 g with other breads once you can check the nutritional information for the specific product.

Plus

PLUS offers, among other products, dark multigrain bread and bake-off wholegrain multigrain baguettes.

  • PLUS recommends baking the baguettes for 8–10 minutes at 220 °C.
  • If you’re baking the bread, plan for the oven space you’ll need; for dark multigrain bread, check the exact ingredients and wholegrain label.

Dirk

Dirk’s search results include products explicitly labelled wholegrain Multikorn as well as other multigrain breads.

  • The product names make it possible to search specifically for an explicitly labelled wholegrain option.
  • Check each loaf individually on the packaging; the name ‘multigrain’ alone doesn’t confirm that it’s made with wholegrain flour.

Related products on Joybuy

Related products coming soon.

Frequently asked questions

Is dark multigrain bread automatically wholegrain?

No. The colour and the name ‘multigrain’ don’t confirm that it’s made with wholegrain flour. The Voedingscentrum points out that multigrain bread can also be made with white flour, and according to Albert Heijn, waldkorn bread may contain wholemeal flour, white flour or both. So check the wholegrain label and ingredients of the product you choose.

What should I look for if guests need gluten-free bread?

Choose a product with an explicit gluten-free label; ‘wholegrain’ or ‘multigrain’ doesn’t mean gluten-free. The Voedingscentrum recommends checking the product-specific allergen information, and keeping the gluten-free option separate from other bread when slicing and serving.

How long can I store wholegrain bread before the Christmas market?

The Voedingscentrum recommends storing wholegrain bread in a kitchen cupboard for 2–4 days or in the freezer for 1–3 months. If you’re buying it earlier, plan your portions and also follow the date and storage instructions on the packaging of the bread you choose.