A household keeping an eye on fibre
Buys bread for several breakfasts and lunches, and wants to recognise wholemeal bread without relying on its brown colour or the word ‘multigrain’.
Who are these choices relevant to?
A household that freezes bread
Does one big weekly shop and wants to store a whole loaf in portions if it won’t be eaten within a few days.
A careful label reader
Checks the salt, ingredients and allergens in each loaf, or wants to know whether baker’s salt has been used. The word ‘wholemeal’ alone won’t tell you that.
What should you look for when choosing?
Start by checking that the bread is labelled as wholemeal, then choose a size that suits how much you’ll eat during the week. Compare the nutritional information for different loaves on the same basis, such as per 100 g.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Wholemeal and fibre | Look for the wholemeal label and compare fibre per 100 g or per equal-sized portion. | I want to buy bread for several meals without judging it by its colour. For around 33% of consumers, choosing wholemeal and comparing fibre are top priorities. |
| Size and storage | Choose a whole or half loaf, and consider whether you’ll eat it in time or can freeze portions. | If we won’t get through a whole loaf quickly, I want to be able to choose how much to store. An estimated 25% of consumers are mainly concerned about how well bread keeps. |
| Texture | Consider whether fine-textured wholemeal bread better suits your preference; check that this option is also labelled as wholemeal. | I’m looking for bread my household will enjoy for breakfast or lunch. Texture is the main consideration for around 25% of consumers. |
| Salt and ingredients | Compare salt per 100 g and read the ingredients and allergen information. If iodine matters to you, check whether baker’s salt is listed. | I need to know what’s in this particular loaf before I buy it. An estimated 17% of consumers consider checking the label their most important factor. |
Common mistakes
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Mistaking brown or multigrain bread for wholemeal
A dark colour or the word ‘multigrain’ doesn’t, by itself, mean that a loaf is wholemeal.
For packaged bread, check the product description and read the label if needed rather than relying on the front of the pack alone.
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Buying a whole loaf without a storage plan
A whole loaf may go stale before it’s eaten in a household that doesn’t eat much bread. According to the Netherlands Nutrition Centre, opened wholemeal bread keeps for 2–4 days in a kitchen cupboard and 1–3 months in the freezer.
Choose a half loaf or freeze portions if you won’t eat a whole loaf within a few days. It’s best not to store bread in the fridge.
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Judging the salt content by the word ‘wholemeal’
Wholemeal describes the grain used, not the salt content of every individual loaf.
If salt content matters to your choice, compare the amount shown on the label on the same basis, preferably per 100 g.
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Assuming every loaf contains baker’s salt
Baker’s salt contains iodine, but according to the Netherlands Nutrition Centre, bakers aren’t required to use it.
Check the ingredients or ask your baker which salt has been used if you want to know.
Brands to consider
The ranges mentioned include different types of wholemeal bread. Check the current packaging of the loaf you want to buy; a brand name alone tells you nothing about the nutritional value of a particular variety.
Albert Heijn
Albert Heijn’s online range includes whole, half and round wholemeal loaves, among other options.
- The range of loaf shapes and sizes makes it easier to choose one that suits your weekly consumption.
- Albert Heijn says that ingredients, nutritional values and allergen information may change, so check the current packaging.
Jumbo
Jumbo is an online supermarket with a wide range of groceries.
- Before choosing a particular wholemeal loaf, check its product description and label.
Lidl
Lidl lists fine-textured wholemeal bread and a half loaf of extra-wholemeal bread among its in-store products.
- A fine-textured or half loaf gives you another option for texture or size.
- Check which product and packaging information are available in store.
ALDI
ALDI lists fine-textured wholemeal bread and an extra-high-fibre wholemeal variety.
- These varieties let you focus on texture or the nutritional values shown.
- Compare the fibre and salt in the specific loaves using their current labels and the same basis.
PLUS
PLUS’s online range includes farmhouse wholemeal, round fine-textured wholemeal and wholemeal tiger bread, among other options.
- The different types of loaf offer options to suit a range of preferences at the table.
- PLUS warns that ingredients, nutritional values and allergen information may change, so check the packaging.
Dirk
Dirk lists wholemeal loaves, hearth-baked loaves and an extra-fibre variety from Bakker van der Akker, among other options.
- The types of loaf shown offer different options for your weekly menu.
- Read the labels before comparing the fibre or salt content of individual varieties.
Wholemeal bread on Joybuy
This selection includes round wholemeal wheat loaves for anyone who wants to store and bake bread at home, as well as Lebanese wholemeal flatbread for those looking for a different type of bread. The round loaves need to be defrosted and baked, so factor that into your plans. The flatbread isn’t a substitute for a whole sliced loaf.
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Lekhaven Bakkerij round wholemeal wheat bread, 2 × 550 g
A pack containing two loaves could suit anyone who wants to have bread ready for several meals.
According to the product description, the loaves need to be defrosted before baking in the oven. Only compare fibre and salt with other bread once you know whether the values are per 100 g or per portion. Check the ingredients if baker’s salt is important to your choice.
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Lekhaven Bakkerij round wholemeal wheat bread, 550 g
This 550 g loaf is a good option if you want to buy one round loaf and have time to bake it at home.
According to the product description, it needs to be defrosted before baking in the oven. Before comparing nutritional values, check the basis used for the fibre and salt figures, and read the ingredients if you’re checking for baker’s salt.
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Souq Lebanese wholemeal flatbread, 6 pieces
The pack of six flatbreads offers a different type of bread for several meals, but it isn’t a whole sliced wholemeal loaf.
The product information lists wheat and gluten, and says that it may contain soya and milk. Check the current label for allergen information or questions about baker’s salt, and read the storage instructions for after opening.
Frequently asked questions
Is brown bread automatically wholemeal?
No, colour isn’t a reliable substitute for a wholemeal label. For packaged bread, check the product name and label rather than judging by appearance alone.
How should I store wholemeal bread if I only shop once a week?
Freeze portions if you won’t eat the bread within a few days. The Netherlands Nutrition Centre says that opened wholemeal bread keeps for 2–4 days in a kitchen cupboard and 1–3 months in the freezer. It’s best not to store bread in the fridge.
Does every loaf contain iodised baker’s salt?
No, not every baker uses baker’s salt. According to the Netherlands Nutrition Centre, baker’s salt contains iodine, but using it isn’t compulsory. Check the label or ask your baker.
Can I simply choose wholemeal bread if I need to avoid gluten?
Don’t assume that wholemeal bread is gluten-free. Check the gluten-free product label and the allergen information for the specific loaf.
Is extra-high-fibre wholemeal bread always the right choice?
No, this variety is mainly worth considering if you want to compare the fibre in different loaves. Check the nutritional information per 100 g or per equal-sized portion, and also consider salt, texture and size when choosing bread for the week.