Who is this choice relevant to?

Parents of fussy bread eaters

Your child leaves coarse or dark bread uneaten. You’re looking for a finer wholemeal option they’ll eat, without relying on the colour to tell you whether it’s wholemeal.

Families looking for a wholemeal lunch staple

You want to be able to see on the label that you’re buying wholemeal bread, and you compare the nutritional information, including fibre content.

Parents who check dietary and school arrangements first

You need to know whether your child has any restrictions relating to wheat or gluten, and what arrangements the school has for packed lunches.

What should you look for when choosing?

First, check for any dietary restrictions and school arrangements. Then choose between bread that is explicitly labelled wholemeal and a possible stepping stone if your child isn’t yet happy with the texture of wholemeal bread.

Fine wholemeal bread

When: Your child finds coarse bread difficult to eat, but you want bread labelled wholemeal on the packaging.

What to consider: ‘Fine’ describes the texture, not necessarily the ingredients. You’ll only know whether your child likes the taste once they’ve tried the variety you choose.

Brown bread

When: You want to try a stepping stone because your child still rejects wholemeal bread.

What to consider: Brown bread is made with a mixture of wholemeal flour and white flour, so it isn’t a substitute for bread explicitly labelled wholemeal.

White bread

When: For now, your child won’t eat either of the other types and you need something for lunch.

What to consider: White bread isn’t wholemeal; you can try a brown or fine wholemeal option again another time.

What to consider What to check when buying Who it matters to
Taste and texture For a fine-textured option, look for ‘wholemeal’ on the packaging too; then see whether your child eats it. If my child leaves coarse bread uneaten, I want to try a finer option they will eat. Around 46% of consumers put acceptability first.
Wholemeal status Check the bread name and ingredients; colour, seeds and the term ‘multigrain’ aren’t enough on their own. I want to be sure the bread is wholemeal, even if another loaf looks just as dark. For around 36% of consumers, confirmed wholemeal status is the top priority.
Size and packaging Compare loaf sizes and read the current label for the variety you’re buying. If I’m buying bread for several school days, I want a size that suits how we use it. Practicality when shopping comes first for around 18% of consumers.

Common mistakes

  • Assuming dark or multigrain bread is wholemeal

    Brown bread contains a mixture of wholemeal flour and white flour. A dark colour, seeds or a name such as Waldkorn don’t, on their own, mean that a loaf is wholemeal.

    If wholemeal is what you’re looking for, check that the packaging describes the bread as ‘wholemeal’.

  • Assuming fine-textured bread can’t be wholemeal

    How finely the flour is milled and whether the bread is wholemeal are two different things. For example, Lidl describes a specific kids’ bread as containing extra-finely milled wholemeal flour; that doesn’t apply to every fine-textured loaf.

    Check the name of the exact variety you want to buy, then see whether your child likes the texture.

  • Packing bread without checking dietary and school arrangements

    Standard bread made with gluten-containing grains may not be suitable if a child has a relevant dietary restriction. Cross-contamination may also be a concern.

    Follow the individual dietary arrangements, check the label and ask the school what rules apply to packed lunches.

Brands to consider

These supermarket examples can help you find a suitable type of bread; always check the current packaging for the variety you choose.

Albert Heijn

Albert Heijn offers a range of wholemeal breads and bread ranges.

  • You can browse different shapes and varieties of bread.
  • A name such as tiger or Waldkorn doesn’t, on its own, confirm that the variety you choose is wholemeal.

Jumbo

Jumbo describes fine wholemeal bread, among other varieties.

  • That gives you a specific variety to look at if your child rejects coarse textures.
  • Check the bread name, ingredients and allergens on each pack.

Lidl

According to Lidl, one specific kids’ bread contains extra-finely milled wholemeal flour.

  • That makes this particular variety worth considering if your child prefers a fine texture.
  • The product description doesn’t automatically apply to other fine-textured breads; check the packaging.

ALDI

ALDI offers fine wholemeal bread alongside other wholemeal varieties.

  • You can compare a fine-textured option with breads that have different textures.
  • Refer to the current label for the ingredients of the bread you choose.

PLUS

PLUS offers, among other varieties, round fine wholemeal bread and wholemeal tiger bread.

  • These varieties offer different shapes and textures to compare.
  • Don’t judge whether a bread is wholemeal by its colour or range name alone.

Dirk

Dirk offers wholemeal bread alongside other types of bread.

  • You can check which loaf size suits the way you use it for lunches.
  • Check the name and packaging information for the variety you choose.

Related Joybuy products

Related products coming soon.

Frequently asked questions

Is brown bread the same as wholemeal bread?

No. Wholemeal bread is made with wholemeal flour; brown bread contains a mixture of wholemeal flour and white flour. If you’re specifically looking for wholemeal bread, check that the packaging describes it as ‘wholemeal’.

Can standard wholemeal bread be included in a diet that restricts gluten or wheat?

Not without checking which restriction applies to the child. Standard bread made with gluten-containing grains isn’t suitable for a prescribed gluten-free diet; you should also look out for possible cross-contamination. If the child has a wheat allergy, follow their individual dietary arrangements and check the label and the school’s rules.

Does all bread contain iodine from iodised baker’s salt?

You can’t assume that this is true of every loaf. The Netherlands Nutrition Centre says that bread is an important source of iodine for children, but you can check the packaging or ask the baker whether the variety you’ve chosen is made with iodised baker’s salt.

Where can I check allergens and changes to a bread’s ingredients?

Read the current packaging for the exact variety you’re buying. If there’s a relevant dietary restriction, check the ingredients and allergen information, and ask the school what rules apply to packed lunches.