If buying organic is a must for you, check that prepacked bread produced in the EU carries the EU organic logo, and also look for the wholemeal label. If your main priority is wholemeal bread, you can compare standard bread too: according to the Netherlands Nutrition Centre, bread labelled ‘wholemeal’ is made from 100% wholemeal flour. For both options, compare the fibre and salt per 100 g, the ingredients and the allergens. A variety with extra fibre or seeds isn’t automatically organic.
You want to be able to check the organic label, while also finding bread that really is wholemeal. According to Skal Biocontrole, the EU organic logo is compulsory on prepacked organic food produced in the EU. The logo and the ‘wholemeal’ label answer different questions.
You regularly eat bread for breakfast or lunch and want to know whether you’re buying wholemeal bread. According to the Netherlands Nutrition Centre, the ‘wholemeal’ label tells you which flour has been used; you can then compare the fibre content per 100 g in the nutrition table.
You want to check the ingredients, allergens or salt content of each product. The Netherlands Food and Consumer Product Safety Authority says allergens must be clearly listed in the ingredients list. Check the packaging currently on sale when you buy, especially if the ingredients are important to you.
First decide whether organic is a must, then check separately for the ‘wholemeal’ label. Next, compare the nutrition information and choose a size that suits how much bread you eat.
| What to consider | What should you check? | Who is this important to? |
|---|---|---|
| Wholemeal and fibre | Look for the ‘wholemeal’ label on the bread and, for packaged varieties, compare the fibre per 100 g. | I want to know that the bread I have every day is wholemeal and be able to compare its fibre content. For around 36% of consumers, choosing wholemeal bread and comparing fibre come first. |
| Organic label | For prepacked organic bread produced in the EU, check for the EU organic logo; check separately whether the bread is wholemeal. | When I buy organic bread, I want to recognise the label without confusing organic with wholemeal. For around 29% of consumers, verifiably organic food is the main priority. |
| Ingredients, allergens and salt | Read the current ingredients list and allergen information, and compare the salt per 100 g. Look for iodised salt in the ingredients list if that matters to you. | When I buy bread with seeds, I want to know which ingredients and allergens it contains, and how much salt. For around 21% of consumers, this label information matters most. |
| Flavour, size and storage | Choose a whole or half loaf and a texture that suit how much you eat; follow the storage and freezing instructions on the packaging. | If my household doesn’t eat much bread, I want a size we can finish and a texture we enjoy. This practical choice comes first for around 14% of consumers. |
Brown bread can contain both wholemeal flour and white flour. According to the Netherlands Nutrition Centre, bread labelled ‘wholemeal’ is made from 100% wholemeal flour.
If wholemeal is a must for you, look for that label. Then compare the fibre content of the breads that meet your needs.
The organic certification relates to how a product is produced. It doesn’t tell you how much fibre or salt the bread contains, or which allergens are in it. Bread with seeds, for example, may contain different ingredients from a variety without seeds.
Check for the EU organic logo if you want to buy organic, and also read the nutrition table and ingredients list for the bread itself.
The ingredients and allergen information for a loaf can change. That makes the packaging important if you need to avoid certain ingredients.
Check the current label when you buy or take delivery. For unpackaged bread in store, ask for the allergen information.
A whole loaf won’t suit every household or eating routine. If you can’t finish it in time, it may go to waste.
Consider buying a half loaf, or check whether you can freeze the bread according to the product instructions.
These brands offer a starting point for comparing wholemeal bread. Always check the organic labelling, nutrition information and availability of the specific loaf you want to buy.
Albert Heijn’s AH Biologisch Batard Volkoren Zonnepit Gesneden is a specific prepacked loaf that lets you check the organic and wholemeal labels side by side.
Jumbo’s wholemeal range is a good starting point for looking at different breads.
Lidl describes, among other options, a bread made with extra-finely milled wholemeal flour, which may suit you if you prefer a finer texture.
ALDI describes an extra-high-fibre wholemeal variety that you can compare with other wholemeal breads using the nutrition table.
The product information for PLUS Boeren Volkoren Heel shows which nutritional values and allergens you can compare for each loaf.
Dirk has separate range categories for bread and organic bread products.
Look for the ‘wholemeal’ label on the bread: according to the Netherlands Nutrition Centre, bread carrying this label is made from 100% wholemeal flour. The word ‘brown’ on its own isn’t as clear, as brown bread may also contain white flour.
Check the organic label separately from the ‘wholemeal’ label. According to Skal Biocontrole, the EU organic logo is compulsory on prepacked organic food produced in the EU; the logo on its own doesn’t mean the bread is wholemeal.
No. Organic and wholemeal aren’t labels for gluten-free bread. Check the current ingredients and allergen information; according to the Netherlands Food and Consumer Product Safety Authority, allergens must be clearly listed in the ingredients list.
Don’t assume it does. If iodised salt matters to you, check the ingredients list for the specific bread rather than relying on the type of bread or its organic label.
Follow the freezing and storage instructions for the bread you buy. PLUS says that Boeren Volkoren Heel can be frozen at home on the day of purchase and should be used within one month; don’t assume this time limit applies to other breads.
