If you regularly get through a whole loaf
If you often have sandwiches for breakfast, think about how many slices you actually eat. Choose a loaf size that suits your household and check whether you can store any leftovers.
Which option suits you?
If you plan your morning shop
If you want to choose your bread in advance or pick it up with your other shopping, check the range at your chosen shop. Fresh bread may vary from one branch to another, as Lidl points out.
If you read the label carefully
If you’re looking specifically for wholemeal bread or want to compare fibre, salt or allergens, check the product name, ingredients and nutritional information for the exact variety. Colour alone isn’t a reliable guide.
What should you look for?
If you’re looking for wholemeal bread for a quick breakfast, the amount you can use, how convenient it is in the morning and the information on the label make the biggest difference.
| What to consider | What to check | Who it matters to |
|---|---|---|
| Portions and storage | Check the size, the number of usable portions and the storage instructions. | If I only have a few slices each morning, I don’t want to throw the rest away. Around 42% of consumers would put a usable portion size first. |
| Convenience in the morning | Check whether the bread is ready to eat and whether your shop stocks it. | Before I leave, I want to be able to grab some bread without extra preparation or a detour to another shop. Around 33% of consumers would see convenience in the morning as their main need. |
| Product name and nutritional information | Read the wholemeal designation, ingredients, allergens and the fibre and salt values per 100 g. | I want to know what’s in this particular loaf, rather than rely on its colour or information about another variety. The label would matter most to around 25% of consumers. |
Common mistakes
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Choosing a whole loaf without thinking about the leftovers
A loaf you can’t finish in time could lead to waste.
Choose an amount that suits your breakfasts and check the storage instructions before freezing the bread.
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Assuming dark or multigrain bread is wholemeal
The colour and the word ‘multigrain’ don’t, by themselves, tell you whether you’re buying wholemeal bread.
Look for ‘wholemeal’ in the product name and read the ingredients on the pack you’ve chosen.
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Using information from a different variety
The nutritional information for one loaf doesn’t automatically apply to another.
Compare fibre and salt per 100 g on the pack for the exact variety, and check the allergens there too.
Supermarket options
ALDI
ALDI lists fresh-baked whole and half wholemeal loaves in its bread range.
- The range also includes varieties with a specific fibre claim.
- Check the size and label of the loaf you actually choose.
Jumbo
Jumbo lists its own-brand wholemeal loaves online, including whole and half loaves.
- You can browse different types of loaf in advance.
- Check availability at your chosen shop and for the exact variety.
PLUS
PLUS lists several wholemeal loaves online, including Wholemeal Tiger Loaf.
- For its Wholemeal Tiger Loaf, PLUS says you can freeze it at home on the day of purchase and should use it within one month.
- Don’t apply those storage instructions to other PLUS loaves without checking first.
Albert Heijn
Albert Heijn has an online selection of wholemeal loaves in different shapes and sizes.
- The selection makes it easier to compare the names of different loaves.
- When you buy, check the product name and ingredients on the exact pack.
Dirk
Dirk lists products including Bakker van der Akker farmhouse wholemeal loaf.
- This whole loaf is a practical option if you’re looking for a standard loaf shape.
- Check whether a whole loaf suits the amount you use.
Lidl
Lidl is an option for fresh bread when you visit a branch.
- You can see the oven-fresh bread in store.
- Lidl says its fresh bread range may vary from one branch to another.
Flatbread at Joybuy
This option is a pack of six flatbreads that are ready to eat. If you’re looking for a whole loaf for everyday sandwiches, bear in mind that this is a different type of bread.
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Souq Lebanese Bread Whole Wheat, 6 pack
According to the product description, these flatbreads are ready to eat and suit a breakfast that doesn’t require oven cooking.
Pack of six. Check the ingredients and storage instructions on the exact pack, particularly if you want to know which flour has been used or don’t plan to finish the pack in one go.
Frequently asked questions
How can I spot wholemeal bread when I want to grab something quickly?
Look for ‘wholemeal’ in the product name, rather than relying on a dark colour or the word ‘multigrain’. If you’re unsure, read the ingredients on the exact pack.
Can I freeze a wholemeal loaf if I only use a few slices?
You can if the storage instructions for the loaf allow it. PLUS says you can freeze its Wholemeal Tiger Loaf at home on the day of purchase and should use it within one month. Check the packaging for any other loaf.