Who is this choice important for?

Fussy eaters looking for a fine texture

A coarse crumb can be off-putting, even if you want to choose wholemeal bread. Look for fine-textured wholemeal bread and check the product description: ‘fine’ on its own says nothing about the flour content.

Shoppers who want fully wholemeal bread

For you, the ‘wholemeal’ description matters more than the colour or a name such as ‘multigrain’. According to the Voedingscentrum, unlike wholemeal bread, brown bread is a blend of wholemeal flour and white flour.

Shoppers comparing bread shapes and styles

Perhaps you’re looking for a bloomer, tiger loaf or sourdough for breakfast or lunch. Compare the style you want with the ingredients and nutritional information; the bread style alone doesn’t confirm that it’s fully wholemeal.

What should you look for when choosing?

First decide whether fully wholemeal bread is a must for you, then choose a texture the eater will enjoy. According to the Voedingscentrum, brown bread is a blend; a finer texture doesn’t automatically make a loaf brown or wholemeal.

What to consider What to look for Who is this most important for?
Fine texture Look for a fine-textured option and check separately whether the packaging says ‘wholemeal’. If a coarse crumb isn’t to my taste, I want to be able to try a finer loaf without unknowingly choosing a blend. This eating experience comes first for around 42% of consumers.
Wholemeal content Check the product description and ingredients; compare fibre and salt per 100 g. I want to know whether the bread is fully wholemeal, even if a dark loaf or a multigrain name sounds appealing. This is the most important requirement for around 33% of consumers.
Bread style and size Compare bloomers, tiger loaves or sourdough, and consider whether a half or whole loaf suits your needs. For breakfast or lunch, I’m looking for a particular style of bread, but I don’t want to buy more than I can eat. This combination is the deciding factor for around 25% of consumers.

Common mistakes

  • Assuming dark-coloured or multigrain bread is wholemeal

    According to the Voedingscentrum, brown bread is a blend of wholemeal flour and white flour. ‘Multigrain’ also doesn’t confirm that a loaf is fully wholemeal.

    Use the ‘wholemeal’ description as your first selection criterion, then read the ingredients list.

  • Going by a premium-sounding name or bread style

    Sourdough, bloomer and tiger loaf describe a style or shape, but don’t prove that the bread is made from 100% wholemeal flour.

    First check that it meets your wholemeal requirements, then choose the crust and bread style you want.

  • Relying on the label from a previous purchase

    Ingredients and nutritional information can vary between products or change over time. This is especially important if you’re checking for allergens or salt.

    Read the current packaging and compare the nutritional values of different breads on the same basis, per 100 g.

  • Buying a whole loaf you won’t finish

    If you only eat bread occasionally, a whole loaf may be too much to get through before it goes stale.

    If possible, choose a half loaf or freeze a whole loaf in portions soon after buying it.

Brands to compare

Albert Heijn

Albert Heijn’s online range includes wholemeal bloomers, tiger loaves and other types of bread.

  • The different bread styles give you options if you’re considering the style as well as the wholemeal content.
  • Check the description and ingredients for each loaf; a category overview is no substitute for the label.

Jumbo

Jumbo’s online range includes fine, coarse and tiger-style wholemeal bread.

  • Fine and coarser options make it easy to compare textures.
  • Compare the nutritional information for specific products per 100 g, not just their names.

Lidl

Lidl’s range includes a kids’ wholemeal loaf made with extra-finely-milled wholemeal flour, as well as a rustic wholemeal sourdough loaf.

  • A fine-textured option is worth considering if the texture of coarse bread is off-putting.
  • According to Lidl’s own product information, its kids’ loaf tastes like brown bread; don’t assume the same flavour description applies to other fine-textured loaves.

ALDI

ALDI’s range includes fine-textured wholemeal bread and wholemeal options in other styles.

  • You can compare a fine-textured option with other wholemeal loaves.
  • Check any specific nutritional claim on the product in question; it doesn’t automatically apply to the entire range.

PLUS

PLUS’s range includes fine-textured wholemeal bread and wholemeal bloomers.

  • There are different styles to compare once you’ve chosen the product description you want.
  • Check the packaging of the loaf you’re actually buying for ingredients and allergens.

Dirk

Dirk’s online range includes wholemeal bloomers and other types of bread.

  • The bread style may be a factor if you’re looking for an alternative to a standard sandwich loaf.
  • Check the wholemeal content and ingredients for each product; the style alone tells you nothing about them.

Bread styles at Joybuy

These products offer a Lebanese-style bread and a round country loaf to compare if shape or eating experience matters to you. If you specifically want fully wholemeal bread, check the description and ingredients on the packaging when making your choice.

Souq Lebanese Bread Whole Wheat 6 P

Souq Lebanese Bread Whole Wheat 6 P

This Lebanese bread is an option to compare if you’d like something other than a standard sandwich loaf. The name includes Whole Wheat and 6 P; check the product description and ingredients if fully wholemeal bread is a must for you.

View at Joybuy
Lekhaven Bakkerij Whole Wheat Country Round Bread 550 g

Lekhaven Bakkerij Whole Wheat Country Round Bread 550 g

This 550 g round loaf is an option if the shape of the bread matters to you. Check the flour content if you’re looking for fully wholemeal bread, and follow the packaging instructions for baking.

View at Joybuy

Frequently asked questions

Is brown bread the same as wholemeal bread?

No. According to the Voedingscentrum, wholemeal bread is made from 100% wholemeal flour, while brown bread is a blend of wholemeal flour and white flour. If you require fully wholemeal bread, choose a loaf labelled ‘wholemeal’.

Is multigrain, sourdough or artisan bread automatically wholemeal?

No. Those words don’t tell you how much wholemeal flour the bread contains. If you want fully wholemeal bread, check the product description and read the ingredients list.

Does bread in the Netherlands always contain iodised baker’s salt?

No, don’t assume that without checking. The Netherlands Food and Consumer Product Safety Authority says that iodine compounds may be added to bread through baker’s salt, at a maximum of 65 mg of iodine per kg of salt. For packaged bread, check the ingredients list; for unpackaged bread, ask which salt has been used.

How should I store wholemeal bread if I don’t eat many sandwiches?

Freeze the bread in portions and take out what you need. The Voedingscentrum’s storage guide recommends keeping wholemeal bread in a kitchen cupboard for 2–4 days or in the freezer for 1–3 months; also follow the storage instructions on the packaging.