Who should consider these factors?

Shoppers on a tight grocery budget

You’re looking for a wholemeal loaf for the procession or for everyday breakfasts and lunches, without buying more loaves than you need.

Planning ahead for procession day

You want to sort out the bread in advance and check whether the retailer says your chosen variety can be frozen at home.

Readers of food labels and nutritional information

You check that a loaf is wholemeal, and also look at its fibre per 100 g, ingredients, allergens or iodised salt.

What should you look for when choosing?

First, work out how much bread you expect your group to need. Then check that each loaf you’re considering is labelled wholemeal, along with any information that matters for your plans or ingredient requirements.

What to consider What should you check? Who is this important to?
Grocery budget Work out how many whole loaves you need and compare the pack sizes of the loaves you’re considering. I want the bread to fit my grocery budget and don’t want to buy extra loaves I won’t need. This is the deciding factor for around 36% of consumers.
Wholemeal and fibre Look for the wholemeal label on the packaging and compare the stated fibre per 100 g for the loaves you’re considering. A dark colour isn’t enough to convince me: I want to see that the bread is wholemeal and be able to compare the nutritional information. This check is a priority for around 29% of consumers.
Storage and freezing Check whether your chosen variety can be frozen, and follow the relevant storage and use instructions. I want to organise the bread in advance and be able to store any that we don’t use. This is the main consideration for around 21% of consumers.
Ingredients Read the current ingredients and allergen information; if you’re checking for iodine, see whether baker’s salt or iodised salt is listed. Before choosing bread for the group, I want to know what’s in it. Ingredients, allergens or iodised salt are deciding factors for around 14% of consumers.

Common mistakes when buying wholemeal bread

  • Assuming dark bread is always wholemeal

    According to the Voedingscentrum, brown bread isn’t automatically wholemeal: it may be made from a mixture of wholemeal flour and white flour.

    For packaged bread, check that the label says wholemeal.

  • Assuming every loaf contains iodised baker’s salt

    According to the Voedingscentrum, not all bakers use baker’s salt. That’s why it’s important to check the ingredients of the loaf you choose.

    Look for baker’s salt or iodised salt in the ingredients list, or ask about the ingredients if you’re buying unpackaged bread.

  • Buying more loaves than your group will use

    Bread left over after the procession could go to waste if you don’t have a suitable storage plan.

    Choose the number of loaves to suit the size of your group, and follow the freezing instructions for the variety you’ve chosen if you want to store any bread.

Brands and supermarkets to consider

Jumbo

Jumbo Fijn Volkorenbrood is a whole loaf to consider if you’re looking for a finely milled wholemeal bread.

  • According to Jumbo, this variety contains wheat and barley.
  • Check the allergen information on the pack you buy.

Albert Heijn

AH Extra lang lekker tijger volkoren heel is an option if you want to organise your bread in advance.

  • Albert Heijn says this variety can be frozen at home.
  • Extra lang lekker is Albert Heijn’s product description; follow the storage instructions on the pack you choose.

PLUS

PLUS Grof volkoren heel is a whole loaf with specific freezing instructions.

  • PLUS recommends freezing it on the day of purchase and using it within one month.
  • Check that the instructions on the pack you buy fit your storage plans.

ALDI

ALDI Extra vezelrijk volkorenbrood heel is a variety to compare by its nutritional information per 100 g.

  • The product name alone doesn’t tell you how its nutritional value compares with that of another loaf you’re considering.

Dirk

At Dirk, Bakker van der Akker Boeren volkoren heel is a relevant variety to consider.

  • The product name specifies both wholemeal and a whole loaf.
  • Read the ingredients and nutritional information on the pack you choose before comparing varieties.

Lidl

When choosing bread in a Lidl store, start with the label on the specific loaf you’re considering.

  • Check that the pack you choose labels the bread as wholemeal, and read the storage and ingredient information provided.

Wholemeal bread on Joybuy

Related products coming soon.

Frequently asked questions

How can I tell whether packaged bread is really wholemeal?

Check that the label says wholemeal. The Voedingscentrum points out that brown bread isn’t automatically wholemeal, as it may also be made from a mixture of wholemeal flour and white flour.

Can I buy wholemeal bread in advance and freeze it?

Yes, if the instructions for your chosen variety say you can. Albert Heijn says AH Extra lang lekker tijger volkoren heel can be frozen; for PLUS Grof volkoren heel, PLUS recommends freezing it on the day of purchase and using it within one month.

Does wholemeal bread always contain iodised salt?

No. According to the Voedingscentrum, not all bakers use baker’s salt. For packaged bread, check the ingredients list for baker’s salt or iodised salt, or ask about the ingredients if you’re buying unpackaged bread.

Should I check for allergens even with ordinary wholemeal bread?

Yes, check the allergen information for the exact variety you’re buying. According to Jumbo, Fijn Volkorenbrood contains wheat and barley; don’t assume another variety has the same ingredients.