Anyone comparing wholemeal bread and fibre
You want to choose bread for the Christmas market based on the product description and nutritional information per 100 g, rather than its colour.
Who is this choice important for?
Anyone preparing bread for guests
You’re looking for a type of bread that works for sharing, dipping or filling, and want to know how much preparation or storage space it will need.
Anyone checking allergens for guests
Before buying, you need to check the ingredients and allergens in your chosen bread. For unpackaged bread, ask the seller for this information.
What should you look for when choosing?
First, decide how you want to serve the bread. Then compare the wholemeal labelling, nutritional values per 100 g and any information that matters to your guests.
Wholemeal loaf
Best for: filled sandwiches you can prepare in advance.
Bear in mind: you’ll need to slice and fill it, and follow the storage advice for your chosen bread.
Wholemeal rolls or baguette
Best for: guests to help themselves to a roll or share bread with a dip.
Bear in mind: you’ll need oven space and time to defrost if you choose part-baked rolls.
Wholemeal bread mix
Best for: planning when you want to choose when to bake the bread yourself.
Bear in mind: you’ll need to prepare, prove and bake the bread before serving.
| What to consider | What to check when buying | Who it matters most to |
|---|---|---|
| Wholemeal and fibre | Look for the wholemeal label and compare fibre and salt per 100 g. According to the Netherlands Food and Consumer Product Safety Authority, the cereal ingredient in a product described as wholemeal must consist entirely of wholemeal flour. | If fibre is my top priority, I want to know what I’m buying for my guests rather than judging by the colour of the bread. For around 42% of consumers, choosing genuinely wholemeal bread may come first. |
| Serving and storage | Choose between slices, individual rolls and bread to share. If freezing or baking, read the product instructions. | If guests need to be able to help themselves quickly, I want to serve the bread without too much effort. For around 33% of consumers, ease of serving and preparation may be the main priority. |
| Ingredients and allergens | Read the current ingredients and allergen information. If iodine from bread is relevant to your choice, check whether baker’s salt or iodised salt is listed. | If I’m buying for guests with specific dietary requirements, I need to know exactly what’s in this particular bread. For around 25% of consumers, this check may matter most. |
Common mistakes
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Mistaking dark bread for wholemeal bread
The colour doesn’t tell you whether the bread is made with white flour, brown flour or wholemeal flour. According to the Netherlands Food and Consumer Product Safety Authority, the wholemeal label relates to the cereal ingredient; colour alone doesn’t tell you this.
Check the product description, then compare the nutritional values per 100 g.
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Assuming wholemeal bread is suitable for someone with an allergy
Wholemeal bread may contain wheat and other relevant allergens. The allergens present vary from product to product.
For packaged bread, check the current allergen information. For unpackaged bread, ask the seller for this information before buying.
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Buying a whole loaf without a serving plan
You’ll need to slice a whole loaf and may also want to fill it. Rolls that need baking and bread made from a mix require preparation and oven space.
Decide in advance whether you want to serve slices, individual portions or bread with a dip, and read the preparation and storage instructions.
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Assuming every loaf contains baker’s salt
According to the Netherlands Nutrition Centre, bakers aren’t required to use baker’s salt. So if the presence of iodised salt matters to you, don’t rely on the type of bread alone.
Check the label for baker’s salt or iodised salt, or ask the baker.
Brands to consider
These examples show the types of bread and label information you may come across. Check the packaging of the bread you actually buy.
Albert Heijn
The range includes whole and half wholemeal loaves.
- AH Rond volkoren heel lists 6,9 g of fibre and 0,9 g of salt per 100 g. According to Albert Heijn, this bread can be frozen at home on the day of purchase.
- Albert Heijn notes that ingredients and allergen information may change, so check the current packaging.
Jumbo
Product information covers wholemeal loaves and frozen wholemeal part-baked rolls.
- Jumbo Fijn Volkoren lists 7,6 g of fibre and 1,0 g of salt per 100 g.
- According to Jumbo, the Jumbo Kaiserbroodjes included in the research also contain soya and must not be refrozen after defrosting.
PLUS
The PLUS range includes wholemeal loaves, wholemeal baguettes and wholemeal bread mixes.
- PLUS Boeren volkoren heel lists 6,7 g of fibre and 1,03 g of salt per 100 g.
- For another PLUS bread, check its own nutritional information and ingredients rather than assuming these values apply.
Dirk
Dirk lists a wholemeal hearth-baked loaf among its products.
- A hearth-baked loaf may suit you if you want to slice the bread yourself for filled sandwiches.
- Check the packaging of your chosen bread to compare fibre, salt and allergens.
Wholemeal bread at Joybuy
These products offer two ways to serve bread at the Christmas market: Lebanese bread to share and whole round loaves that you can slice yourself. Check the packaging for instructions on how to prepare and store each bread.
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Souq Lebanese wholemeal bread, 6 pieces
This bread works well if you’re planning for guests to share it or have it with a dip.
The pack contains six pieces. If anyone has allergies, check the current label for wheat and gluten, as well as any mention of soya or milk. Also check the type of salt if that matters to your choice.
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Lekhaven Bakkerij round wholemeal bread, 2 × 550 g
Two whole loaves are a good choice if you’re planning to prepare slices for several guests.
Allow time to defrost, bake and cool the bread before slicing. Check the packaging for preparation instructions, allergens and nutritional values per 100 g.
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Lekhaven Bakkerij round wholemeal bread, 550 g
This whole loaf is a good choice for filled sandwiches if you have time to prepare it before serving.
Allow time to defrost, bake and cool the bread before slicing. Check the packaging for preparation instructions, allergens and nutritional values per 100 g.
Frequently asked questions
Is dark bread automatically wholemeal?
No, you can’t tell whether bread is wholemeal from its colour. Check the product description: according to the Netherlands Food and Consumer Product Safety Authority, the cereal ingredient in a product described as wholemeal must consist entirely of wholemeal flour. Then compare the nutritional values per 100 g.
Does every loaf in the Netherlands contain baker’s salt?
No. According to the Netherlands Nutrition Centre, bakers aren’t required to use baker’s salt. Check the label for baker’s salt or iodised salt, or ask about it when buying unpackaged bread.
How do I check allergens when buying bread for guests?
For packaged bread, read the current ingredients and allergen information for the specific product. The Netherlands Food and Consumer Product Safety Authority says allergen information must also be available for unpackaged products, so ask the seller before buying.
Can I freeze wholemeal bread in advance?
It depends on the product. According to their product information, AH Rond volkoren heel and PLUS Boeren volkoren heel can be frozen at home on the day of purchase. The Jumbo frozen Kaiser rolls included in the research, however, must not be refrozen after defrosting. Always follow the instructions for the bread you buy.