Fibre-conscious Easter shoppers
Households looking to compare a clear wholegrain claim and fibre content per 100 g for breakfast, brunch or an Easter sharing board.
Who is this choice relevant to?
Fans of classic or lighter rye
Shoppers weighing up whether compact rye slices or a lighter wholegrain rye-and-wheat variety would work better for their Easter table.
Careful label readers
Households for whom the presence of wheat, gluten or a claim about iodised salt is an important factor when choosing.
What should you look for when choosing?
Start with the grains and nutritional information on the label. Then choose a flavour and serving style to suit your Easter brunch, and check any ingredients that matter to you.
| What to consider | What to check | Who it matters to |
|---|---|---|
| Wholegrain and fibre | Read the wholegrain claim and ingredients list. Compare fibre and salt on the same basis: per 100 g. | For Easter brunch, I want to know which grains the bread contains and how much fibre it provides; this check is the most important factor for around 45% of consumers. |
| Flavour and serving style | Check the description of the exact variety and make sure you know whether you’re buying slices or another shape. | At the table, I want to be able to choose between compact rye slices and a lighter variety. Flavour and serving style are the deciding factors for around 33% of consumers. |
| Grains, gluten and type of salt | Check the ingredients list for rye and wheat. If added iodine matters to you, look for iodised salt or baker’s salt. | If wheat or iodine is a factor, I want to know which ingredients and type of salt the bread contains. Rye bread is unsuitable for people with coeliac disease because it contains rye. This ingredients check comes first for around 22% of consumers. |
Common mistakes
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Assuming a dark colour means it’s wholegrain
The colour doesn’t tell you which grains have been used. The Netherlands Food and Consumer Product Safety Authority states that a product can only be called wholegrain if all the flour used is made from whole grains.
Check the wholegrain claim and ingredients list on the packaging, then compare the nutritional information per 100 g.
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Confusing wheat-free with gluten-free
Even rye bread without wheat contains gluten because it is made with rye. That means it is not an alternative for someone with coeliac disease.
For someone with coeliac disease, look for a product explicitly labelled gluten-free rather than choosing a wheat-free rye variety.
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Assuming sea salt or organic bread contains iodine
According to the Netherlands Nutrition Centre, bakers are not required to use baker’s salt. A sea salt claim doesn’t mean that iodised salt has been added.
If added iodine is one of your buying criteria, check the current label for iodised salt or baker’s salt.
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Forgetting how long bread keeps once opened
Storage instructions after opening vary from one pack to another. This is particularly relevant if you’re buying more bread for Easter brunch than you’ll serve straight away.
Choose a pack size to suit the number of people you’re serving, and follow the label’s storage instructions for any leftovers.
Rye bread brands to consider
Bolletje
The Frisian variety reviewed is sliced wholegrain rye bread, ideal if you’re looking for compact slices.
- According to Albert Heijn’s product information, Bolletje Frisian rye bread contains 56% wholegrain cracked rye and 9.1 g of fibre per 100 g.
- This variety also contains wheat bran and wheat flour. Don’t choose it if you want to avoid wheat; both rye and wheat contain gluten.
Smaakt
The organic variety reviewed combines wholegrain cracked rye with linseed.
- According to Albert Heijn’s product information, this variety contains 53% wholegrain cracked rye and 5% linseed; wheat is not listed among the stated ingredients.
- The bread contains rye and is not gluten-free. Sea salt is listed among the ingredients; check the current label if added iodine matters to you.
Soma
The wholegrain variety reviewed combines rye and wheat; iodised salt is listed in the ingredients.
- According to PLUS’s product information, this variety contains 25% wholegrain rye flour, 21% cracked rye and 6% wholegrain wheat flour.
- This variety contains wheat and rye and may contain hazelnuts. If you need to avoid an ingredient, check the current label on the exact pack.
Rye bread on Joybuy
These products are options to consider when shopping for rye bread for Easter. Compare pack sizes and check the label if wholegrains, fibre or the type of salt will influence your choice.
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TastyBasics rye bread, 9 pieces
An option for Easter brunch if nine pieces are enough for the number of people you’re serving. Before choosing, check the packaging for the grains used, nutritional information and type of salt.
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Bolletje rye bread Bun, 500 g
A 500 g pack for your Easter shopping. The title says Bun, while the description refers to sliced rye bread. If you want slices to top, check the serving style before you buy. Check the label if the type of salt matters to you.
Frequently asked questions
Is dark rye bread automatically wholegrain?
No. The colour doesn’t prove that rye bread is wholegrain. The Netherlands Food and Consumer Product Safety Authority states that all the flour used must be made from whole grains for a product to be called wholegrain. So check the wholegrain claim and ingredients list too.
Is wheat-free rye bread suitable for people with coeliac disease?
No. Rye itself contains gluten, even if the bread doesn’t contain wheat. If you have coeliac disease, choose a product explicitly labelled gluten-free instead of rye bread.
Does all rye bread contain added iodine?
No, it depends on the salt used. According to the Netherlands Nutrition Centre, bakers are not required to use baker’s salt. Check the packaging to see whether iodised salt or baker’s salt is listed in the ingredients.
How should I store rye bread after Easter brunch?
Once opened, follow the storage instructions on the exact pack. These can vary between rye breads, so choose a pack size that suits how much you expect to use at the table.