Who is this bread choice relevant to?

The fussy white-bread eater

You’re looking for bread for a quick breakfast, but a coarse texture doesn’t appeal to you. Brown bread or finely milled wholemeal could be worth trying, rather than judging by colour alone.

The fibre-conscious morning rush

You want a quick breakfast and to be able to check on the label whether the bread is wholemeal and how much fibre it contains.

The organised shopper stocking up

You don’t eat breakfast at home every day and want to freeze bread in portions, so you can take out only what you need.

What should you look for when choosing?

Start with the texture you want to eat: plain white bread, brown bread made with a combination of white and wholemeal flour, or finely milled wholemeal if you’re looking for wholemeal bread with a finer texture. Then check the nutritional information for the specific loaf and think about the portions you need.

What to consider What to check before buying Who it matters to
Taste and texture Check the type of bread and its ingredients; if you’re unsure, try a half loaf if one is available. I want a quick breakfast, but coarse grains or seeds make bread less appealing to me. Taste and texture are the top priority for around 33% of consumers.
Fibre and wholemeal Look for the word wholemeal if you want wholemeal bread, and compare the fibre per 100 g on the nutrition table. I don’t want to rely on a dark colour when choosing bread made with wholemeal flour and fibre. Around 42% of consumers make this their priority.
Portions and storage Check the size, storage instructions and whether you can freeze the bread in portions straight away. On mornings when my routine varies, I want to take only the slices I need without leaving the rest to go stale. This convenience is the main consideration for around 25% of consumers.

Common mistakes when choosing bread

  • Assuming brown or seeded bread is wholemeal

    According to the Netherlands Nutrition Centre, brown bread is a combination of wholemeal flour and white flour. ‘Seeded’ tells you which types of grain have been used, not how much wholemeal flour the bread contains.

    If you want wholemeal bread, check that the label says wholemeal.

  • Choosing by colour or product name alone

    A name such as ‘fibre white’ or ‘finely milled wholemeal’ doesn’t tell you how much fibre a specific variety contains per portion.

    Compare the fibre per 100 g on the nutrition table, and check the portion size too.

  • Buying more bread than you can eat

    If you only have breakfast at home occasionally, a whole loaf may go stale before you finish it.

    Where it suits you, choose a half loaf or freeze slices in portions as soon as you buy them. The Netherlands Nutrition Centre recommends freezing bread.

  • Expecting bread shown online to be available in every store

    Lidl Netherlands says its fresh bread range can vary from one store to another. This is worth bearing in mind if you’re looking for a particular finely milled wholemeal variety.

    Check what your local store stocks before counting on that variety being available.

Brands and shops to compare

Albert Heijn

Albert Heijn provides online information about individual loaves.

  • For its AH Wholemeal Stone-Baked Bread, Whole, Albert Heijn lists 6.3 g of fibre per 100 g and iodised sea salt.
  • This information applies to that loaf; check the latest details for the bread you choose.

Jumbo

Jumbo has online categories for white, brown, seeded and wholemeal bread, among others.

  • These categories make it easy to browse different types of bread in the same shop.
  • Open the page for an individual loaf to check its ingredients and nutritional information.

Lidl

Lidl Netherlands lists freshly baked bread and a separate finely milled wholemeal product.

  • Finely milled wholemeal is worth considering if you’re not keen on a coarse texture.
  • The fresh range can vary from store to store; check the label on the variety in-store too.

ALDI

ALDI Netherlands describes a bread range from white to wholemeal, with half and whole loaves.

  • A half loaf could suit you if you don’t eat breakfast at home every morning.
  • Check the ingredients, nutritional value and allergens on the packaging of the loaf you choose.

PLUS

PLUS lists a wholemeal bread category online, including finely milled wholemeal in whole and half loaves.

  • You can also compare loaf sizes to find the one you want.
  • Check the product information and availability at your store or through your chosen ordering option.

Dirk

Dirk lists white, brown, wholemeal and seeded bread online, among other options.

  • You can compare different types of bread side by side before choosing one.
  • Don’t assume a particular loaf’s fibre content or wholemeal status from its category alone.

Bread products on Joybuy

Related products will be available soon.

Frequently asked questions

Is brown bread the same as wholemeal bread?

No. According to the Netherlands Nutrition Centre, brown bread is made with wholemeal flour and white flour, while wholemeal bread is made with wholemeal flour. If that’s what you’re looking for, check that the label on packaged bread says wholemeal.

Is fibre white bread the same as finely milled wholemeal?

No, they’re different types of bread. Check the ingredients and fibre per 100 g for the specific loaf; don’t rely on its colour or on average values for standard white and wholemeal bread.

How should I store bread for a quick breakfast?

Freeze the slices you want to eat later in portions as soon as you buy them, and take out what you need. The Netherlands Nutrition Centre says wholemeal bread can be kept in the freezer for 1 to 3 months; check your bread’s storage instructions too.

How can I tell if bread contains iodised baker’s salt?

Check the ingredients list on the bread you buy. The Netherlands Food and Consumer Product Safety Authority describes the rules for adding iodine to bread through baker’s salt, but this doesn’t mean that the loaf you choose contains this salt.

Where can I check a loaf’s allergens?

Read the allergen information on the packaging of the exact variety you’re buying. If you use a product page to help you choose in advance, check the label again when you buy it, as the product’s ingredients may change.