Who is this choice relevant to?

Fibre-conscious stock-up shopper

You buy toast for several occasions during the week and want a product that is genuinely labelled wholegrain. You also want to be able to compare the fibre content per 100 g.

Household that compares labels

When buying a larger quantity, you check the salt per 100 g, as well as the ingredients and allergens, including wheat, sesame or soya.

Shopper planning for the week

You’re looking for a type of toast for lunch, drinks with friends or a snack, and want to know whether the pack size and current availability fit your plans.

What should you look for when choosing?

Start by checking that the pack says wholegrain. Then compare products on the same 100 g basis and make sure the shape and pack size work for your weekly shop.

What to look for What to check when buying Who it matters to
Wholegrain and fibre Look for the wholegrain label and compare fibre per 100 g, rather than per piece of toast when the pieces are different sizes. I want to stock up on toast that is genuinely wholegrain and whose fibre content I can compare. For around 42% of consumers, this is their main purchasing concern.
Shape, pack size and availability Check the pack contents, any individual inner packs and the product’s current range status. For different occasions during the week, I want a suitable type of toast that I can actually buy. Around 33% of consumers prioritise this practical consideration.
Salt and label information Compare salt per 100 g, read the allergen information and check separately whether baker’s salt is mentioned. When I stock up, I want to check which ingredients and allergens my toast contains. For around 25% of consumers, checking the label is their main concern.

Common mistakes

  • Assuming dark or multigrain toast is wholegrain

    According to the Netherlands Nutrition Centre, the term wholegrain can only be used for toast and crackers if they are made from 100% wholemeal flour. Their appearance or the term multigrain doesn’t tell you this.

    Look for the wholegrain label on the pack before comparing fibre values.

  • Comparing fibre alone

    Jumbo lists 1.9 g of salt per 100 g for Van der Meulen Melba Volkoren Toast; for Jos Poell Volkoren Toast, Jumbo lists 1.64 g per 100 g. So the fibre content doesn’t tell you how much salt a toast contains.

    Compare both values per 100 g on the packs you’re considering.

  • Assuming ‘wholegrain’ or ‘salt’ means it contains iodine

    According to the Netherlands Nutrition Centre, the use of baker’s salt is not compulsory. The word salt on its own doesn’t confirm that it is iodised baker’s salt.

    If you want to know whether a particular toast is made with baker’s salt, check the pack or ask the manufacturer.

  • Assuming a product listing guarantees it’s in stock

    Albert Heijn and Jumbo list Jos Poell Volkoren Toast as no longer available online. A product page you viewed earlier doesn’t tell you whether you’ll be able to buy the toast on your next shop.

    Check current availability and keep another product labelled wholegrain in mind as an alternative.

Brands to consider

Van der Meulen Melba

Thin wholegrain melba toast for anyone looking for a smaller piece to serve at lunch or with drinks.

  • Albert Heijn describes the wholegrain toast as a 120 g pack containing six inner packs. Jumbo lists 9.7 g of fibre per 100 g for this variety.
  • Jumbo lists 1.9 g of salt per 100 g for the same variety, which also contains sesame. Check the label on the pack you buy for other ingredients and allergens.

Jos Poell

Rectangular wholegrain toast for anyone who prefers this shape to thin melba toast.

  • Albert Heijn and Jumbo list 10 g of fibre and 1.64 g of salt per 100 g for Jos Poell Volkoren Toast.
  • Both supermarkets list this variety as no longer available online. Check whether you can buy it, and read the label again if you choose an alternative.

Bolletje

A brand to consider if crispbread also suits the occasions you have in mind.

  • According to Bolletje, its Volkoren Knäckebröd is made with 100% wholegrain cereals.
  • Crispbread has a different shape and purpose from toast, so don’t assume its product details also apply to wholegrain toast.

ALDI

A supermarket to check for wholegrain toast during your weekly shop.

  • ALDI lists wholegrain toast alongside other varieties in its range overview.
  • Check the exact ingredients, nutritional information and allergens on the pack you choose.

Wholegrain toast at Joybuy

Related products coming soon.

Frequently asked questions

Does ‘wholegrain’ on toast mean all the flour is wholemeal?

Yes. According to the Netherlands Nutrition Centre, toast can only be called wholegrain if it is made from 100% wholemeal flour. Don’t rely on a dark colour or the term multigrain alone.

Can I tell from the ingredients whether toast contains baker’s salt?

You can only tell from the label if baker’s salt is clearly listed; the word salt on its own isn’t enough. According to the Netherlands Nutrition Centre, the use of baker’s salt is not compulsory. If you’re unsure about a particular toast, ask the manufacturer.

What should I look for when checking allergens in wholegrain toast?

Read both the ingredients and any warnings about possible traces on the current pack. The Netherlands Nutrition Centre says that common allergens must be clearly listed on the label; allergens can vary between toast varieties.

How can I keep toast crisp when I stock up for the week?

Follow the storage instructions on the pack and leave unopened inner packs sealed until you need them. Albert Heijn describes Van der Meulen Melba Volkoren Toast as a pack containing six individual packs; once opened, check the instructions for the toast you actually buy.