Who should consider which options?

Households keeping an eye on fibre

You’re looking for bread for several people and want to check that it’s labelled wholemeal and see its fibre content in the nutritional information, rather than judging by its dark colour.

Shoppers who check ingredients

Salt, ingredients and allergens matter to you. The name ‘wholemeal bread’ doesn’t tell you which allergens the product contains or whether baker’s salt has been used.

St Nicholas’ Eve planners

You want enough bread to share, without automatically buying a whole loaf. The number of people eating and the role bread will play at the table will help you decide which size is practical.

What should you look for when choosing?

Start by checking that it’s labelled wholemeal. Then compare the nutritional information and choose a size that suits the number of people eating and the rest of the meal.

What to consider What to check before buying Who it matters to
Wholemeal and fibre Look for the wholemeal label and compare fibre per 100 g; check the amount per slice too, if it’s given. If I’m choosing bread as a staple for several people, I want to know that it really is wholemeal and how much fibre it contains. Around 36% of shoppers would consider this first.
Salt, allergens and baker’s salt Check the salt per 100 g, ingredients and allergen information; check separately whether baker’s salt has been used. If someone at the table needs to avoid an allergen, I want to check the exact loaf. Salt or baker’s salt could also influence my choice. Around 29% of shoppers would put these label checks first.
Quantity and loaf size Choose a whole or half loaf to suit the number of people eating, and check the storage instructions in case there are leftovers. If bread is just one part of the meal, I want to choose a size that suits the occasion. For around 21% of shoppers, the amount needed would matter most.
Availability Check that the size you want is available at your chosen shop and whether it’s sold in store only. Before St Nicholas’ Eve, I want to know whether I can buy or order that particular wholemeal variety. For around 14% of shoppers, availability would be the main consideration.

Common mistakes when choosing

  • Assuming dark or multigrain bread is wholemeal

    The colour and the word ‘multigrain’ don’t confirm that all the flour used is wholemeal. According to the Dutch Bakery Centre, bread can be called wholemeal if 100% of its flour content is wholemeal flour.

    So first, look for the wholemeal label on the product you’re choosing.

  • Treating a relative nutrition claim as a general comparison

    A claim about extra fibre or less salt is based on a specific comparison. For example, ALDI compares its Extra High-Fibre Wholemeal Bread with standard wholemeal bread; this doesn’t tell you how it compares with every other loaf.

    Compare the nutritional values of the breads you’re considering, using the figures per 100 g each time.

  • Checking only the bread name if you have an allergy

    The name ‘wholemeal bread’ doesn’t give you a complete list of ingredients or allergens. According to the Netherlands Food and Consumer Product Safety Authority, allergen information for pre-packed products appears on the label, while information for unpackaged products must be made available in another way.

    Check the information for the exact loaf or ask the bakery counter before buying.

  • Assuming every loaf is made with baker’s salt

    According to the Netherlands Nutrition Centre, bakers aren’t required to use baker’s salt. So the wholemeal label doesn’t tell you whether the bread contains it.

    Check the label for baker’s salt, or ask about it if the bread is unpackaged.

Brands with relevant wholemeal breads

Albert Heijn

Albert Heijn offers a selection that includes hearth-baked loaves and round wholemeal loaves, in both whole and half sizes.

  • The different sizes give you options if you want to choose how much bread to serve.
  • Some of the varieties shown are available in store only, so check with your local shop for the one you want.

Jumbo

Jumbo lists the ingredients, allergens and nutritional values for its Fine Wholemeal Bread.

  • The product information lists 7.6 g of fibre and 1.0 g of salt per 100 g, making it easy to compare on a like-for-like basis.
  • The bread contains wheat and barley. If you have an allergy, check the rest of the allergen information for the exact product too.

Lidl

Lidl offers freshly baked and pre-packed bread, including fine wholemeal bread.

  • Lidl uses a label on its packaged breads to show the fibre content per 100 g.
  • The Fine Wholemeal variety shown comes in an 800 g pack and is marked as available in store only. Check the nutritional information on the pack you choose.

ALDI

As well as freshly baked wholemeal bread, ALDI offers Extra High-Fibre Wholemeal Bread.

  • For this particular variety, ALDI compares its fibre and salt content with standard wholemeal bread.
  • This comparison doesn’t automatically apply to bread from other shops. Use the nutrition table to compare products directly.

PLUS

PLUS offers products including a whole Farmhouse Wholemeal Loaf, with details of its ingredients, allergens, nutritional values and storage advice.

  • For this variety, PLUS lists 6.7 g of fibre and 1.03 g of salt per 100 g.
  • PLUS says product information may change, so check the current packaging, especially if you have an allergy.

Dirk

Dirk offers a wholemeal batard from Bakker van der Akker as freshly baked bread.

  • It’s an option to consider if you’d like to serve something other than sliced bread.
  • Check the packaging or ask in store about the nutritional values and allergens before comparing this batard with another loaf.

Related Joybuy products

Related products coming soon.

Frequently asked questions

Is dark or multigrain bread also wholemeal?

Not necessarily. According to the Dutch Bakery Centre, bread can be called wholemeal if 100% of its flour content is wholemeal flour. Check for the wholemeal label instead of relying on the colour or the word ‘multigrain’.

Does Dutch wholemeal bread always contain baker’s salt?

No. According to the Netherlands Nutrition Centre, using baker’s salt isn’t compulsory. Check the label or ask whether it has been used if the bread is unpackaged.

How can I check allergens in unpackaged bread?

Ask for the allergen information for the exact loaf before buying. The Netherlands Food and Consumer Product Safety Authority says that information about unpackaged products must be made available in a way other than on a packaging label.

Can I freeze wholemeal bread in advance for St Nicholas’ Eve?

Follow the storage instructions for the bread you choose. PLUS says that its whole Farmhouse Wholemeal Loaf can be frozen at home on the day of purchase and should be used within one month; this guidance applies to this variety.