For serving herring and savoury bites
You want to serve bread alongside herring, spreads or other savoury toppings. The shape, how easy it is to share and when you serve it all matter.
Who is this bread for?
For a meal celebrating Flag Day, the same wholemeal bread might be something to share at one table and simply a sandwich at another. The Vlaggetjesdag Scheveningen Foundation links the event with Hollandse Nieuwe, the season’s first herring; what else you serve will determine which type of bread works best.
For label-conscious wholemeal buyers
You want to know whether a loaf that catches your eye is actually wholemeal. The product description, ingredients and nutritional information are more useful than words such as dark or rustic.
For anyone checking allergens or ordering options
You need information about the ingredients and possible allergens, or want to be sure you can get the bread in time. So check the specific product and the ordering options at your chosen shop.
What should you look for when choosing?
First decide how you want to serve the bread: as a loaf to share at the table or as sliced bread for sandwiches. Then compare the labels and, if you choose bread baked in store or one that needs baking at home, plan when to buy or prepare it.
| What to consider | What to check before buying | Who should consider this most? |
|---|---|---|
| Shape, crust and presentation | Check whether the bread is sliced, easy to share, baked in store or ready to bake at home. | If I want to serve the bread alongside savoury bites, I need to be able to share it and judge the crust when it’s time to serve. Presentation would be the main priority for around 27% of consumers. |
| Wholemeal content and nutritional information | Read the product description and compare fibre and salt per 100 g. | A dark crust isn’t enough for me: I want to compare the wholemeal description and nutritional information. Checking the label would come first for around 33% of consumers. |
| Ingredients and allergens | Check the current packaging for ingredients, allergens and statements about possible allergen cross-contamination. | If someone at the table needs to avoid an ingredient, I don’t want to rely on the name of the bread. This would be the first concern for around 20% of consumers. |
| Availability and preparation | Ask whether the bread is available or can be ordered at your local store, and read any defrosting and baking instructions. | For a meal with several guests, I need to know when I can collect or prepare the bread. Making arrangements in good time would be the biggest priority for around 20% of consumers. |
Common mistakes
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Assuming a rustic name means the bread is wholemeal
Words such as dark and rustic don’t automatically tell you what’s in the bread. Even when a sourdough or hearth-baked loaf looks festive, the ingredients of the specific product are what count.
Read the product description and ingredients. If you want to compare nutritional information, use figures on the same basis, such as per 100 g.
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Guessing the allergens from the type of bread
Ingredients and possible allergens vary from one loaf to another. A previous purchase or a general name such as sourdough doesn’t tell you enough about the bread in front of you now.
Check the current packaging for the exact product, even if you’ve bought the same type of bread before.
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Assuming you can order bread baked in store online
Jumbo says its rustic sourdough loaves are only available in store and can’t be ordered online. Lidl advises customers to contact their local store about larger quantities of rolls.
Before your meal, ask your chosen store about the bread you want and the ordering options.
If you don’t plan ahead, you may need to make an extra trip to the shop or choose a different bread.
Brands to compare
These brands offer different things to consider when choosing wholemeal bread. Always compare the specific product: a feature of one product or range doesn’t necessarily apply to the entire selection.
Albert Heijn
The online category includes tiger and Zaans-style wholemeal varieties, as well as other wholemeal breads.
- You can compare different types of bread within the category.
- Albert Heijn recommends checking the packaging; make sure you check the details for the bread you choose.
Jumbo
Jumbo describes a range of rustic sourdough loaves baked in store.
- Jumbo says the loaves in this range prove for more than 24 hours using fresh sourdough starter.
- Jumbo says these sourdough loaves can’t be ordered online. Ask your local store about the wholemeal bread you want.
Lidl
Lidl lists both fine wholemeal bread and bake-off rolls in its stores.
- Lidl says almost all its stores have a bake-off section.
- Ask your local store which wholemeal options are available and whether you can order larger quantities.
Aldi
ALDI lists several wholemeal breads, including a rustic variety and Extra Fibre-Rich Wholemeal Bread.
- The product names give you a starting point for comparing the shape and ingredients of each variety.
- Treat the claims about the extra-fibre-rich bread as applying to that specific product; check the current packaging.
Plus
PLUS lists Korenlanders wholemeal sourdough baguette as one option if you’re looking for bread to share at the table.
- You can check the product description and nutritional information for this particular baguette.
- Check the current ingredients and allergen information before choosing it for guests.
Dirk
Dirk lists wholemeal hearth loaves and wholemeal farmhouse loaves, among other options.
- These types of bread offer an alternative to serving finely sliced wholemeal bread.
- If the ingredients and nutritional information affect your choice, check the details for the bread you select.
Wholemeal bread on Joybuy
These products are options for a meal with bread to share: two round wholemeal loaves that need defrosting and baking, and Lebanese wholemeal flatbread that you can tear and share. Choose the shape and preparation that suit your table; always check the current packaging for ingredients and allergens.
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Lekhaven Bakkerij round wholemeal country loaf, 2 × 550 g
An option if you’d like to bake two round loaves to share with your meal.
Allow four hours to defrost at room temperature or leave it in the fridge overnight; the bread then needs to be baked and cooled. Check the packaging for nutritional information on a comparable basis and for allergen details.
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Lekhaven Bakkerij round wholemeal country loaf, 550 g
A round wholemeal loaf for anyone who wants to bake it at home before serving.
According to the preparation instructions, defrost it for four hours at room temperature or overnight in the fridge, then allow time to bake and cool it. Check the packaging for the contents of this variety, allergens and the basis used for the nutritional values.
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Souq Lebanese wholemeal flatbread, 6 pieces
A different type of bread if you’d rather tear and share flatbread than slice a round country loaf.
This is Lebanese wholemeal flatbread, not a hearth loaf or sourdough baguette. Check the current packaging for the full ingredients and allergen details before serving.
Frequently asked questions
Is dark, rustic or multigrain bread automatically wholemeal?
No. Check the description of the specific bread rather than relying on its colour or name. For example, PLUS describes its Korenlanders wholemeal sourdough baguette as a wholegrain wheat sourdough baguette.
When should I arrange bread for a Flag Day meal?
Arrange bread baked in store or ready to bake in good time. If the crust matters to you, time the preparation so it’s ready for serving. Jumbo says its rustic sourdough loaves are only available in store; for bread that needs baking, read the defrosting and preparation instructions first.
Can I serve wholemeal sourdough if someone needs to avoid an allergen?
Only choose a specific loaf once you’ve checked its current allergen information. Sourdough doesn’t have a standard list of ingredients, so also check the packaging for any statement about possible allergen cross-contamination.
Can I arrange rolls in advance at Lidl for a large group?
Ask your chosen store about the options for the rolls you want. Lidl says almost all its stores have a bake-off section and advises customers to contact their local store about larger quantities; this doesn’t guarantee that a particular wholemeal variety can be ordered.