Who is this choice relevant to?

People keeping an eye on fibre

You want to make sure you choose wholemeal bread, then compare the fibre content in the nutrition table. Check whether the figures are given per 100 g or per serving.

Christmas party planners

You’re looking for a type of bread that suits the number of people you’re catering for: for example, slices from a whole or half loaf, or individual wholemeal rolls that you can hand out straight away.

People who check ingredients

You want to know which allergens and type of salt are listed for the bread you choose. Check the current packaging, or ask for the product information if the bread is sold loose.

What should you look for in wholemeal bread?

First, check that the bread is labelled wholemeal. Then choose a size to suit your group and check the information for the bread you’re actually planning to buy.

What to consider What to check when buying Who it matters to
Wholemeal and fibre Look for the wholemeal label and compare fibre content on the same basis, for example per 100 g. If fibre is my main reason for choosing it, I want to know that the flour is wholemeal and be able to check the nutritional value of my choice. Around 25% of consumers put this need first.
Size and serving Choose a whole or half loaf, or individual rolls, based on the number of people and the portions you want to serve. For a small Christmas gathering, I want to be able to share the bread without having lots left over; around 25% of consumers prioritise a suitable size.
Availability Check whether the variety you want is available at your shop when you do your Christmas shopping. When I’m shopping for a planned get-together, the type of bread I’ve chosen needs to be available in time. This is the main concern for around 25% of consumers.
Ingredient information Read the allergen information and check the ingredients list to see what type of salt has been used. When I’m choosing bread for guests, I want to check the ingredients before serving it. This information is a priority for around 25% of consumers.

Common mistakes when choosing

  • Mistaking dark bread for wholemeal bread

    A dark colour or a name such as multigrain doesn’t tell you whether the flour is entirely wholemeal. For bread, the wholemeal label makes this clear, as the Netherlands Food and Consumer Product Safety Authority explains.

    Check the product description first, then read the nutritional information on the specific packaging.

  • Assuming every loaf contains iodised baker’s salt

    The Netherlands Nutrition Centre describes bread as a source of iodine in the Netherlands, but that doesn’t mean every individual loaf is made with iodised baker’s salt.

    For packaged bread, check the ingredients list to see what type of salt has been used. If the bread is sold loose, ask instead.

  • Buying bread without planning how to store it

    For a Christmas gathering, the amount of bread you need depends on the number of people and the type of bread you choose. Any bread left over will also need to be stored appropriately.

    Choose a size that suits your plans and follow the product’s storage and any freezing instructions.

Wholemeal bread brands to consider

Albert Heijn

Albert Heijn lists a range of wholemeal breads online, including hearth-baked, round and tiger varieties.

  • There are different types of bread, as well as whole and half loaves to compare.
  • Check the current packaging for ingredients and nutritional information.

Jumbo

Jumbo lists a range of wholemeal bread, including finely and coarsely textured varieties and half loaves.

  • The range offers different textures and sizes.
  • Check with your shop to see whether the variety you want is available.

Lidl

Lidl lists a half loaf of extra wholemeal bread as an in-store product.

  • A half loaf is worth considering for a smaller group.
  • Check availability at your local store before relying on it.

ALDI

ALDI lists a product called Fine Wholemeal Loaf.

  • The product name makes it clear that it’s a wholemeal variety and a full-sized loaf.
  • Check the current packaging for ingredients, allergens and nutritional information.

PLUS

PLUS lists a range of wholemeal bread, including fine, tiger and farmhouse varieties.

  • You can compare different types of bread and sizes side by side.
  • Check the product information and availability at your chosen shop.

Dirk

Dirk lists farmhouse wholemeal bread, round wholemeal bread and wholemeal rolls, among other options.

  • There are both loaves and smaller types of bread to consider.
  • Compare the nutritional values on the packaging of the variety you choose.

Joybuy products for this topic

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Frequently asked questions

Is brown bread the same as wholemeal bread?

No. According to the Netherlands Nutrition Centre, wholemeal bread is made with entirely wholemeal flour, while brown bread may also contain white flour. If this distinction matters to you, choose bread labelled wholemeal.

Does every loaf in the Netherlands contain iodised baker’s salt?

No, don’t assume that every loaf does. The Netherlands Nutrition Centre describes bread as a source of iodine in the Netherlands, but for a specific packaged loaf, check the ingredients list. If the bread is sold loose, ask what type of salt has been used.

Where can I check allergens when buying bread for guests?

Check the allergen information for the specific bread on its current packaging, or ask if it’s sold loose. Don’t rely on the type of bread or the word ‘wholemeal’ alone.

How do I choose a size without ending up with too much leftover bread?

Choose a whole or half loaf, or individual rolls, to suit the number of people and how you plan to serve them. If you’re shopping in advance, also check the storage and any freezing instructions for the product you choose.