Fussy eaters used to white bread
A coarse texture can make the switch difficult. Finely milled bread is worth considering, but check that it is labelled as wholemeal if wholemeal bread is what you’re looking for.
Who is this choice for?
Households keeping an eye on fibre
For an everyday sandwich, the product designation and nutrition information are more useful than the colour or a name such as multigrain. The Netherlands Nutrition Centre lists wholemeal bread as a type of bread that is high in fibre.
Consumers who read labels carefully
If you need to keep an eye on allergens, salt or baker’s salt, check the details for each loaf. The Netherlands Nutrition Centre notes that bakers don’t always use baker’s salt.
What should you look for when choosing?
Start with the wholemeal designation you want, then consider the texture people at home will eat, and finally check the details that matter to your household.
| What to consider | What to check | Who is it important to? |
|---|---|---|
| Wholemeal and fibre | Look for the wholemeal designation and compare fibre content using the same nutritional basis. According to the Netherlands Food and Consumer Product Safety Authority, the grain ingredient in a product labelled wholemeal must consist entirely of wholemeal flour. | If I want to choose wholemeal bread for everyday sandwiches, I don’t want to rely on the brown colour. For around 42% of consumers, this assurance comes first. |
| Taste and texture | Check whether the bread contains finely milled wholemeal flour or a mix of white and wholemeal flour. Even with a finely milled option, check the product designation. | If someone at home leaves coarse bread uneaten, I look for a texture they’ll enjoy without losing sight of the type of bread I want. Around 33% of consumers give this consideration top priority. |
| Label details | Read the allergen and ingredient information, including whether baker’s salt is listed. Compare salt per 100 g when choosing between two loaves. | If I need to watch out for an allergen, salt or baker’s salt in my household, that determines which loaf I choose. For around 25% of consumers, a label requirement like this matters most. |
Common mistakes
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Assuming dark or multigrain bread is wholemeal
The colour and name don’t tell you whether the grain ingredient consists entirely of wholemeal flour. The Netherlands Food and Consumer Product Safety Authority sets this as a requirement for products labelled wholemeal.
Look for an explicit wholemeal designation on the bread or packaging before choosing based on colour or texture.
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Assuming all bread contains baker’s salt
According to the Netherlands Nutrition Centre, iodine is added to baker’s salt, but bakers don’t always use it. So you can’t tell whether it’s present just from the type of bread.
For packaged bread, check the ingredients. If it matters to your choice, ask which salt has been used for unpackaged bread.
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Skipping the allergen information because a bread is labelled wholemeal
The wholemeal designation doesn’t tell you whether a bread is suitable for someone with an allergy or who needs to limit gluten. Wholemeal bread made with wheat contains wheat.
Check the current ingredients and allergen information for the specific product every time you buy it.
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Buying more bread than your household will eat
The Netherlands Nutrition Centre lists bread as a product that is often wasted. The quantity in each pack is therefore another factor to consider.
Consider buying half a loaf if you don’t eat much bread, and follow the product instructions for storage or freezing.
Brands to consider
Albert Heijn
Albert Heijn’s wholemeal bread range includes different types and sizes of loaf.
- The range lets you compare options including whole and half loaves.
- Check the current packaging for the ingredients and nutrition information of the bread you choose.
PLUS
PLUS has a wholemeal bread range that includes options such as fine wholemeal and farmhouse wholemeal bread.
- The ingredients, allergens and nutrition information are listed for specific PLUS farmhouse wholemeal bread.
- PLUS notes that product information can change, so use the current packaging to make your decision.
Lidl
Lidl describes, among other products, bread made with extra-finely milled wholemeal flour and a separate wholemeal option with reduced salt.
- These separate options give you a way to consider texture and salt as different selection criteria.
- Don’t assume one loaf has the same ingredients as another based on its description; check the information for the option you choose.
Bread products to explore
These bread products offer a range of grains and shapes to explore. Before choosing one as an alternative to a regular wholemeal sandwich loaf, check the grain ingredients, product type and wholemeal designation on the packaging.
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Souq Lebanese Bread Whole Wheat 6 P
This flatbread is worth exploring if you’re looking for a different type of bread. Check the current packaging to see whether it is labelled wholemeal, and read the ingredients and allergen information.
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Lekhaven Bakkerij Whole Wheat Country Round Bread 550 g
This round loaf is worth considering if you’re looking at a mix of wholemeal flour and white flour; check the current ingredients and product designation. Follow the product instructions for thawing and baking, and compare nutritional values only when they use the same measurement basis.
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Bolletje Rye Bread Bun 500 g
You could consider this rye product if you’re looking at bread made with different grains alongside wheat bread. Check whether the product is sold as a roll or sliced bread, and read the packaging for its ingredients, allergens and wholemeal designation.
Frequently asked questions
Is brown bread or multigrain bread automatically wholemeal?
No. According to the Netherlands Food and Consumer Product Safety Authority, a product can only be labelled wholemeal when its grain ingredient consists entirely of wholemeal flour. So check the product designation rather than relying on the colour or name of the bread.
Does all bread contain iodised baker’s salt?
No. The Netherlands Nutrition Centre says that iodine is added to baker’s salt, but bakers don’t always use it. Check the ingredients of packaged bread or ask about it when buying unpackaged bread.
Is ordinary wholemeal wheat bread gluten-free?
No. Wholemeal wheat bread contains wheat and gluten. If you’re looking for a gluten-free product, check the designation and allergen information for the specific alternative; the word wholemeal alone doesn’t mean a product is gluten-free.
How should I store a whole wholemeal loaf if I won’t eat it all soon?
Follow the storage instructions on the packaging. For example, PLUS farmhouse wholemeal bread says to store it in a cool, dark place and freeze it on the day of purchase; instructions can vary between products.
Does less salt also mean less fibre?
Not necessarily: salt and fibre are separate values that you need to compare for each loaf. For a specific wholemeal bread with 40% less salt, the Netherlands Nutrition Centre lists 2,3 g of fibre per 35 g slice; this value doesn’t automatically apply to other lower-salt breads.