Who is this choice important for?

Organisers who put wholemeal first

They want to offer clearly labelled wholemeal bread as a standard option, and also compare the nutritional information of the products they order.

Planners catering for fussy eaters

They want to offer a finer-textured bread or a lighter alternative alongside the main option, without removing wholemeal bread from the selection.

Caterers serving unpackaged bread

They need up-to-date allergen information for each type of bread and filling when serving guests unpackaged rolls or sandwiches.

What should you consider when planning?

Wholemeal as the main option

Choose this when: you want a recognisable wholemeal option as the basis for lunch.

Bear in mind: some guests may prefer another option if the texture is coarse.

Fine-textured wholemeal

Choose this when: you also want to offer a finer-textured bread labelled as wholemeal.

Bear in mind: ingredients and slice thickness vary by product; the word ‘fine-textured’ doesn’t tell you what they are.

A lighter or mixed-grain bread

Choose this when: you want to offer guests a different bread option alongside wholemeal.

Bear in mind: a white-and-wholemeal mix or a light colour doesn’t, by itself, indicate how much wholemeal flour the bread contains.

What to consider What to check when buying Who is this most important for?
Wholemeal and fibre Check that the bread is labelled wholemeal and compare the fibre per 100 g in the nutritional information. If wholemeal is the main option, I want to know exactly what I’m serving. Around 45% of consumers put this product choice first.
Options for fussy eaters Check whether a fine-textured wholemeal option or an additional lighter bread suits the slices and serving style you have in mind. I want to offer a practical lunch option to guests who don’t choose coarse bread; this freedom of choice matters most to around 33% of consumers.
Allergens and serving Record up-to-date allergen information for each bread and filling, and match the quantity to when it will be served. When serving unpackaged sandwiches, I need to be able to provide allergen information and avoid being left with too much fresh bread. This is the top priority for around 22% of consumers.

Common mistakes

  • Assuming brown or multigrain bread is wholemeal

    The colour and visible grains don’t tell you whether the bread is made with wholemeal flour. According to the Consumers’ Association, bread labelled wholemeal is made with 100% wholemeal flour.

    Check the product name of the bread you’re actually ordering; don’t use ‘multigrain’ as a substitute for ‘wholemeal’.

  • Using one allergen list for all breads

    Ingredients and allergens can vary from one product to another, and may change if you switch products. According to the Netherlands Food and Consumer Product Safety Authority, information must be available before purchase when serving unpackaged food.

    Keep an up-to-date list for each bread and filling you choose, and update it whenever you replace a product.

  • Buying more fresh bread than you can serve

    Once opened, wholemeal bread has a limited shelf life. According to the Nutrition Centre’s Food Storage Guide, you can keep it for 2–4 days in a kitchen cupboard and 1–3 months in the freezer.

    Choose whole or half loaves to suit the number of serving occasions, and freeze bread you’ll use later in portions on the day you buy it.

    Bread that dries out or goes mouldy leads to waste when serving.

  • Assuming every loaf contains iodine

    A general rule about bakers’ salt doesn’t tell you which salt was used in a particular loaf.

    If iodine content matters to a guest, ask the supplier for the latest product information.

Brands to consider

Albert Heijn

Offers a range of wholemeal breads, including round, tiger, hearth-baked and Zaanse varieties, as well as whole and half loaves.

  • The different loaf styles make it possible to plan what to serve on each occasion.
  • Check the latest ingredients and delivery or collection options for each bread you choose.

Jumbo

Offers fine-textured, coarse, round and half wholemeal loaves, among other options.

  • A fine-textured and a coarser variety can cater for different preferences in a single order.
  • Check which varieties and ordering options are available at your chosen store.

Lidl

Offers 800 g Fine Wholemeal as an in-store product.

  • A specific option to consider if you want to serve fine-textured wholemeal bread.
  • This product is listed as available in store only; check the ingredients and allergens before using it for catering.

Aldi

Offers fresh wholemeal bread and an extra-high-fibre wholemeal variety.

  • The varieties listed give you a starting point for comparing bread names and nutritional information by product.
  • Refer to the latest packaging for the ingredients of the bread you choose.

PLUS

Offers PLUS Boeren Wholemeal, Whole Loaf, 800 g, among other products.

  • The product information lists the ingredients, allergens and nutritional information for this variety.
  • PLUS says that product and allergen information may change; check the latest packaging.

Dirk

Offers Bakker van der Akker Boeren Wholemeal as a whole-loaf option.

  • A whole loaf to consider when planning quantities for each serving occasion.
  • Check in advance how you can get the bread for your event if you need central delivery.

Related Joybuy products

Related products coming soon.

Frequently asked questions

Is dark or multigrain bread automatically wholemeal?

No. The colour and the presence of different grains don’t prove that bread is wholemeal. According to the Consumers’ Association, bread labelled wholemeal is made with 100% wholemeal flour, so check the name of the product you choose.

What allergen information is needed for unpackaged sandwiches?

According to the Netherlands Food and Consumer Product Safety Authority, consumers must be able to get information about the 14 allergens before buying unpackaged sandwiches. For cereals containing gluten and nuts, also specify the particular cereal or nut, and keep the information up to date for each bread and filling.

How should I store wholemeal bread for a conference?

For opened wholemeal bread, the Nutrition Centre’s Food Storage Guide recommends 2–4 days in a kitchen cupboard and 1–3 months in the freezer. Freeze portions on the day you buy the bread if you’ll use them later, and follow the storage advice on the packaging for packaged bread.

Does all bread contain iodine because bakers’ salt is used?

Don’t assume that every loaf contains iodine. If this information matters to a guest, ask the supplier which salt was used in the bread you’ve chosen and check the latest product information.