Choose bread labelled ‘wholemeal’ if that’s a must for your Christmas market: according to the Netherlands Nutrition Centre, wholemeal bread is made from 100% wholemeal flour. Fine-textured wholemeal bread is an option for guests who prefer a less coarse crumb, while a wholemeal hearth-baked or tiger loaf offers a different way to serve it. Check the ingredients, allergens and storage instructions for the specific loaf too.
You want to choose bread for the Christmas market that is actually labelled wholemeal, rather than relying on its dark colour. According to the Netherlands Nutrition Centre, wholemeal bread contains more fibre than white bread.
You’re looking for a finer bread texture without giving up on wholemeal. Jumbo and PLUS describe specific fine-textured wholemeal breads as wholemeal wheat bread.
You’re buying for several guests and want to portion the bread around serving time. If you won’t be using some portions straight away, freezing them is an option recommended by the Netherlands Nutrition Centre.
Start with the label on the bread. Then choose a texture that suits your guests and plan how much bread you’ll serve, and when.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Wholemeal labelling | Look for ‘wholemeal’ on the specific loaf. If fibre content matters, compare the nutritional values of different breads per 100 g. | If I want to serve wholemeal bread at my stall, I don’t want to rely on colour alone. For around 42% of consumers, being able to verify that a bread is wholemeal comes first. |
| Fine texture | Check whether the bread is labelled ‘fine-textured wholemeal’ and check the ingredients and allergens for that variety. | If guests aren’t keen on a coarse crumb, I look for a finer-textured wholemeal option. An estimated 33% of consumers prioritise texture. |
| Serving and storage | Choose a size that suits your planned portions and freeze any bread you’ll use later in portions as soon as possible. | When buying in larger quantities, I want to be able to portion and store the bread without unnecessary waste. For around 25% of consumers, planning is the main priority. |
Colour, seeds and the name ‘multigrain’ don’t, on their own, mean that a bread is entirely wholemeal. According to the Netherlands Nutrition Centre, brown bread is made from a mixture of wholemeal flour and refined flour.
Check that the bread you want to buy is labelled ‘wholemeal’.
A fine crumb tells you nothing about the allergens in the bread you choose. This matters if guests need to avoid certain ingredients.
Ask about allergies in advance and check the latest allergen information for the exact variety.
Bread that sits around for a long time before the Christmas market may lose its quality. The Netherlands Nutrition Centre recommends freezing any bread you won’t use straight away.
Time your purchase to suit when you’ll be serving the bread, and freeze any spare portions after buying.
Albert Heijn’s online range includes round, hearth-baked, tiger and organic wholemeal breads, among others.
Jumbo describes its fine-textured wholemeal tin loaf as wholemeal wheat bread, and also lists other styles of bread.
Lidl describes a kids’ wholemeal loaf made with extra-finely milled wholemeal flour and also lists a tiger wholemeal hearth-baked loaf.
ALDI’s bread range includes fine-textured wholemeal bread and a product called Extra high-fibre wholemeal bread.
PLUS lists fine-textured, round and tiger wholemeal breads, among others.
Dirk lists wholemeal bread, wholemeal hearth-baked bread and other types of bread, among others.
No. According to the Netherlands Nutrition Centre, wholemeal bread is made from 100% wholemeal flour, while brown bread may be made from a mixture of wholemeal flour and refined flour. If it’s important to your choice, check that the bread is labelled ‘wholemeal’.
No, ‘fine-textured’ doesn’t automatically mean that the bread contains a lower proportion of wholemeal flour. Jumbo and PLUS describe specific fine-textured wholemeal breads as wholemeal wheat bread; check the labelling on the variety you buy.
No, that isn’t required under the rule described by the Netherlands Food and Consumer Product Safety Authority. Iodine compounds may be present in bread and other bakery products when baker’s salt is added, at a maximum of 65 mg of iodine per kg of salt. Check the label of the specific bread for its ingredients.
Freeze any portions you won’t use straight away after buying them. According to the Netherlands Nutrition Centre, opened wholemeal bread can be kept in a kitchen cupboard for 2–4 days and in the freezer for 1–3 months. Bear in mind that its quality may decline if you store it for longer.
