Start by choosing bread that is clearly labelled wholemeal. Seeds can give it the texture you’re after, but they don’t make bread wholemeal on their own. Then compare the ingredients, allergens and nutritional information of the loaves you’re considering. If you’re buying bread for several days, choose an amount that you can store or freeze.
For these shoppers, choosing a wholemeal loaf comes before deciding whether it has seeds. The Netherlands Nutrition Centre’s explanation of the whole grain is a useful guide. You can then compare fibre, salt and portion size on the product label.
These shoppers are mainly looking for a different texture. Check which seeds are actually in the bread, and read the allergen information before choosing a variety.
Buying in bulk works best when the amount suits how quickly you’ll use it. The Netherlands Nutrition Centre says that you can freeze wholemeal bread too; dividing it into portions makes it easier to defrost only what you need.
Start with the wholemeal label and the ingredients. Then decide whether seeds suit your taste, and check the information that matters most for your purchase.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Wholemeal base | Check the wholemeal label and ingredients; visible seeds don’t prove that bread is wholemeal. | If I’m mainly looking for wholemeal bread, I want to confirm that first before choosing based on texture. This is the deciding factor for around 33% of consumers. |
| Seeds and nutritional information | Check which seeds are listed and compare nutritional values on the same basis, such as per 100 g or per portion of the same size. | I want to know whether I like the seeds and how the nutritional value of my chosen bread compares. This is the main consideration for around 27% of consumers. |
| Ingredients and allergens | For packaged bread, read the ingredients and allergen information. For unwrapped bread, ask what information is available before buying. | If I need to avoid an ingredient, I can’t rely on the bread’s name or appearance. This is the top priority for around 20% of consumers. |
| Quantity and storage | Choose a suitable loaf size and check the product’s storage and freezing instructions. | If I’m buying bread for later, I want to avoid leaving some uneaten until it goes stale. How quickly they’ll use it is the biggest consideration for around 20% of consumers. |
A dark colour or a topping of seeds doesn’t tell you whether the bread is made from the whole grain. That distinction matters if you specifically want wholemeal bread.
Check the wholemeal label and ingredients first, then choose the texture you enjoy.
The Netherlands Nutrition Centre gives average values for wholemeal bread with seeds, but the ingredients and slice size can vary from one product to another.
Use the nutritional information on the packaging and compare loaves on the same basis.
The visible seeds don’t tell you what other ingredients or allergens the bread contains.
Ask at the bakery counter or market stall for the allergen information before you buy.
If you buy a whole loaf, consider how much you can eat before it goes stale or spoils.
Choose a suitable size, or freeze the bread in portions soon after buying it.
These supermarkets offer a useful starting point for comparing types of bread. For a specific loaf, check the latest product information and, where relevant, what’s available in store.
Albert Heijn has online categories for wholemeal and fresh bread.
Jumbo has an online wholemeal bread category. Its description of Jumbo Bus Korn lists ingredients including oat flakes, linseed, sesame seeds and sunflower seeds.
Lidl’s fresh-from-the-oven range includes a wholemeal roll with seeds.
ALDI lists a farmhouse wholemeal multigrain loaf with grains and seeds.
PLUS has an online wholemeal bread category with different types of bread, including multigrain varieties.
Dirk’s search results for wholemeal bread show several types of loaves and rolls.
These products suit shoppers looking for wholemeal bread or wholemeal flatbread without prioritising the texture of seeds. If you specifically want seeds, check whether the bread you’re considering has both the ingredients you want and a wholemeal base.
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This pack could suit you if you’re looking for round wholemeal bread to enjoy on several occasions, without seeds being a priority.
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This wholemeal flatbread is a good fit if you’d prefer individual flatbreads to a round loaf or a sliced loaf.
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This single round loaf could suit you if a wholemeal base matters more than seeds and you don’t want a pack of two loaves.
No. According to the Netherlands Nutrition Centre, wholemeal refers to the whole grain, not whether seeds are present. So check the wholemeal label and ingredients of the bread you want to buy.
Compare the nutritional information per 100 g or per portion of the same size, and look separately at the ingredients and the texture you prefer. The Netherlands Nutrition Centre gives average values for a 35 g slice of wholemeal bread with seeds, including 96 kcal, 2.8 g of fibre and 0.3 g of salt. For a specific loaf, use the values on the packaging.
Before you buy, ask at the bakery counter or market stall for the allergen information for that particular bread. For pre-packed bread, check the ingredients and listed allergens on the label. Don’t rely on visible seeds or the product name alone.
If needed, freeze the bread in portions. The Netherlands Nutrition Centre’s storage guide recommends keeping opened wholemeal bread in a kitchen cupboard for 2–4 days or in the freezer for 1–3 months. For an unopened pack, follow the use-by date and storage instructions on the label.
