Shoppers comparing loaf sizes
You want to buy bread for everyday use, so you’re comparing loaves of the same type and their packaged weight. A whole loaf and a half loaf won’t necessarily meet the same needs.
Who is this relevant to?
Shoppers who want to check the label
You’re looking for bread labelled as wholemeal and want to check the ingredients, fibre, salt and allergens too. The colour of the bread alone won’t tell you this.
Small households looking to reduce waste
Your shopping routine may be less predictable around a visit to a Christmas market. It’s worth considering whether you’ll use a whole loaf in time, choose a smaller size or freeze the bread according to the product instructions.
What should you look for in wholemeal bread?
First compare like with like, then read the label and choose an amount that suits how you’ll use it.
| What to consider | What to check when buying | Who is this important to? |
|---|---|---|
| Type and size of loaf | Compare only similar types of bread, and check whether you’re buying a whole or half loaf and how much it weighs. | When I buy bread for everyday use, I want to know whether the packs are genuinely comparable. For around 43% of consumers, this is the top priority. |
| Wholemeal labelling and ingredients | Read the product description and check the ingredients, allergens and nutritional information per 100 g. | I don’t want to judge by the brown colour alone; I need to be able to see what’s in my bread. For around 29% of consumers, checking the label is the main priority. |
| Amount and storage | Work out how much bread you’ll use and, if you plan to freeze it, follow the instructions for the product you’ve chosen. | In a small household, I don’t want to be left with part of a whole loaf. Around 28% of consumers prioritise avoiding waste. |
Common mistakes
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Assuming different loaves are like-for-like
Hearth-baked loaves, farmhouse loaves and half loaves can differ in weight and recipe. Comparing product names alone won’t tell you much about what you’re taking home.
Check the wholemeal description, size and weight of both loaves.
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Choosing a whole loaf without a storage plan
According to the Netherlands Nutrition Centre, bread is one of the foods that is often wasted. This matters particularly if your household doesn’t regularly get through a whole loaf.
Choose an amount you expect to eat. If you want to store some, check the freezing instructions for that specific loaf.
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Assuming dark bread is wholemeal
The colour doesn’t tell you whether a loaf is entirely wholemeal. Allergens can also vary from one product to another.
Read the product description, ingredients list and allergen information on the current packaging.
Brands to compare
These examples show the product information you can check for a particular loaf; they don’t apply to every loaf from a brand.
Albert Heijn
AH Wholemeal Hearth Loaf, Whole is an example for shoppers who want to check the ingredients and nutritional information before buying.
- Albert Heijn lists 6.3 g of fibre per 100 g for this loaf, along with iodised sea salt and freezing instructions.
- Treat these as details for this particular hearth loaf, not as characteristics of every Albert Heijn loaf.
Jumbo
Jumbo Coarse Wholemeal shows the nutritional information you can compare for an individual product.
- The product listing gives 7.8 g of fibre per 100 g.
- According to Jumbo, this variety is no longer available in its online range. Choose a current product based on its own label.
Lidl
The wholemeal tiger hearth loaf is an example you can assess in store by type of bread and size.
- The product name makes it clear that it’s a whole tiger wholemeal hearth loaf.
- Check the packaging in store before comparing it with another loaf.
Aldi
ALDI Extra High-Fibre Wholemeal Bread is worth considering if you want to compare a product claim with its nutritional information.
- ALDI describes this particular variety as wholemeal bread with extra fibre.
- Don’t treat the claim as a comparison with every other loaf. Check the nutritional information per 100 g and the basis used for the comparison.
PLUS
PLUS Coarse Wholemeal, Whole gives you specific information to assess a whole loaf.
- PLUS lists this loaf as weighing 800 g, with 6.8 g of fibre and 1.01 g of salt per 100 g.
- Compare its nutritional values with those of the loaf you’re actually considering, using the same per-100 g basis each time.
Dirk
Bakker van der Akker Farmhouse Wholemeal, Whole is an example of a whole farmhouse-style wholemeal loaf.
- The product name distinguishes this farmhouse-style wholemeal loaf from other types of bread.
- Check the weight and label on the packaging if you’re comparing this loaf with another variety.
Wholemeal products at Joybuy
These products are worth considering if you’re looking beyond a standard whole wholemeal loaf to rye bread or wholemeal bread to bake at home. Focus on choosing a pack size and preparation method that suit your household.
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Bolletje rye bread, 500 g
For anyone considering rye bread and looking for a 500 g pack. Check the current packaging to make sure the wholemeal description and allergens suit your needs.
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Lekhaven Bakkerij wholemeal round loaf, 2 × 550 g
For a household that can use or store two loaves weighing 550 g each. As this is a frozen product, allow time to defrost and bake it. Check the allergens on the packaging too.
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Lekhaven Bakkerij wholemeal round loaf, 550 g
For anyone who wants one 550 g loaf and has time to bake it after defrosting. Check the preparation and allergen information on the current packaging.
Frequently asked questions
Is brown bread always wholemeal?
No. According to the Netherlands Nutrition Centre, brown bread can contain a mixture of wholemeal flour and refined flour. For packaged bread, check the product description and ingredients rather than judging by colour alone.
Can I freeze a whole wholemeal loaf?
You can if the instructions for the loaf you’ve chosen say it’s suitable for freezing. Albert Heijn and PLUS say that their respective whole wholemeal loaves can be frozen at home on the day of purchase. Follow the storage instructions on your own pack.
Does every wholemeal loaf contain iodised baker’s salt?
Don’t assume so without checking the label. Look at the ingredients list for the loaf you choose to see whether it contains baker’s salt or iodised salt.