Who is this choice important for?

Households keeping an eye on fibre

If you often eat bread for breakfast or lunch and want to check whether a loaf is genuinely wholemeal and how much fibre it contains per 100 g.

Holiday planners stocking up

If you’re buying bread for several days before you set off and want to choose between a smaller loaf and portions for the freezer.

Shoppers checking labels and allergens

If you need to check the ingredients and allergen information for the bread you’ve chosen, rather than relying on the product name alone.

What should you look for when choosing?

First decide whether you’re looking for wholemeal bread. Then choose an amount that suits the number of people you’re feeding and your storage plans, and compare the labels on the remaining options.

What to consider What should you check? Who is it important for?
Wholemeal and fibre Check that ‘wholemeal’ appears in the bread’s name, and compare fibre per 100 g across similar loaves. If I’m deliberately buying wholemeal bread, I don’t want to rely on its brown colour or fine texture. For around 27% of consumers, wholemeal bread and fibre are the top priorities.
Stocking up and storage Check the storage advice and choose a whole or half loaf based on the number of people you’re feeding and the space you have in your freezer. Before we set off, I want to sort out the bread without a large amount being left over if we eat differently from how we do at home. For around 33% of consumers, having enough in stock and keeping bread fresh are the main considerations.
Texture and size Check whether the bread is fine or coarse in texture and whether the pack contains a suitable amount. The bread needs to have a texture we enjoy and come in an amount that suits our group. For around 20% of consumers, this is the most important consideration.
Ingredients and allergens Read the ingredients and allergen information for the exact loaf; check the salt information too if it matters to your choice. I want to know exactly what’s in this particular loaf before I buy it. For around 20% of consumers, ingredients and allergens carry the most weight.

Common mistakes

  • Mistaking brown bread for wholemeal bread

    According to the Netherlands Nutrition Centre, brown bread contains a mixture of wholemeal flour and white flour. So its brown colour alone doesn’t confirm that it’s made with 100% wholemeal flour.

    Check that ‘wholemeal’ appears in the bread’s name, then use the nutritional information per 100 g to compare loaves further.

  • Buying a whole loaf without a storage plan

    If you eat less bread than expected during your holiday, a whole loaf could be left over.

    Consider a half loaf for a small group, or freeze a whole loaf in portions on the day you buy it. Follow the storage advice on the packaging.

  • Judging by the bread’s texture alone

    ‘Fine’ describes the texture, not the fibre content or salt level. These values can vary from one loaf to another.

    Compare fibre and salt per 100 g, and read the ingredients and allergen information for the product you want to buy.

  • Assuming all wholemeal bread contains iodised salt

    The information on one loaf doesn’t tell you which type of salt is used in another. For example, Albert Heijn lists iodised salt for AH Rond volkoren heel; check other loaves individually.

    Read the ingredients list on the latest packaging if the type of salt used matters to your choice.

Brands to compare

Albert Heijn

A useful option to consider if you want to compare the product information for a supermarket’s own-brand wholemeal loaf.

  • Albert Heijn lists 6,9 g of fibre per 100 g, iodised salt and allergen information for AH Rond volkoren heel.
  • Albert Heijn says that ingredients and nutritional values may change, so check the latest packaging.

Jumbo

A useful option to consider if you want to compare different types of wholemeal bread, including fine-textured loaves and half loaves.

  • Jumbo lists 7,6 g of fibre and 1,0 g of salt per 100 g for Fijn Volkorenbrood.
  • Nutritional values and allergen information apply to the specific product, so check them again for the loaf you choose.

Lidl

A useful option to consider if you want to buy wholemeal bread in store shortly before setting off.

  • Lidl describes Fijn volkoren as an 800 g loaf.
  • For this particular loaf, Lidl says ‘in store only’, so don’t plan to order this product online.

Wholemeal flatbread on Joybuy

This flatbread is an option if you want to compare six pieces of wholemeal wheat bread with a standard whole or half loaf. If you’re buying it to take on holiday, check the storage and ingredients information on the packaging.

Souq Lebanese Bread Whole Wheat, 6 pieces

Souq Lebanese Bread Whole Wheat, 6 pieces

An option if you’d rather use individual pieces of flatbread than slices from a whole loaf. The product name specifies wholemeal wheat and six pieces. If you’re buying it for your holiday supply, check the latest ingredients, allergen information and storage instructions on the packaging.

View on Joybuy

Frequently asked questions

How can I tell if bread is wholemeal?

Check whether ‘wholemeal’ appears in the bread’s name. According to the Netherlands Nutrition Centre, wholemeal bread is made with 100% wholemeal flour, while brown bread contains a mixture of wholemeal flour and white flour. Then compare the nutritional information per 100 g.

How long can I store wholemeal bread during a holiday?

The Netherlands Nutrition Centre advises that wholemeal bread can be kept for 2 to 4 days in a kitchen cupboard and for 1 to 3 months in the freezer. If you’re stocking up for longer, it’s best to freeze the bread in portions soon after buying it. Also follow the instructions on the packaging; bread may become drier after a long time in the freezer.

Is wholemeal bread suitable if I need to avoid wheat or gluten?

Don’t assume it is: the wholemeal breads described by Albert Heijn and Jumbo list wheat or gluten-containing cereals. Check the latest ingredients and allergen information for each individual product.

Can I tell from the bread’s name whether it contains iodised salt?

No, the name ‘wholemeal bread’ doesn’t tell you which type of salt has been used. Check the ingredients list for the loaf you’ve chosen; for example, Albert Heijn lists iodised salt for AH Rond volkoren heel.