Who is this choice for?

When you’re sharing a table, the requirement for wholemeal bread, a familiar sandwich shape and the information on the label could each be the deciding factor.

Families who want to serve wholemeal bread

You’re looking for bread labelled as wholemeal that’s easy to top or share at your Vlaggetjesdag table. Start with the name of the bread, then decide which shape best suits the meal.

Fussy eaters and their fellow diners

You want to cater for someone who prefers a familiar bread shape or a less coarse texture. Finely sliced wholemeal bread is one option to consider. If you choose white or brown bread, however, you’re no longer meeting the requirement for fully wholemeal bread.

Shoppers comparing labels

You check the fibre, salt and allergens in each loaf rather than relying on its colour or a name such as ‘multigrain’. Compare nutritional values on the same basis, and read the information for the bread you’re buying.

What should you look for?

First decide whether wholemeal bread is a must for everyone at the table, or whether a familiar bread shape matters more. Then compare only the products that meet your needs.

What to look for What to check when buying Who it matters to
Wholemeal labelling Look for ‘wholemeal’ in the official bread name on the label or shelf ticket. A dark colour or a mix of white flour and wholemeal flour is not a substitute. If I want to serve wholemeal bread, the name needs to confirm that choice. This certainty is the top priority for around 36% of consumers.
Bread shape and texture Check whether finely sliced bread or another shape would suit the table. Separately, make sure the chosen bread is labelled as white, brown or wholemeal. For fussy eaters, I want to choose a familiar bread shape without passing off another type of bread as wholemeal. This matters most to around 27% of consumers.
Fibre and salt Compare the stated amounts of fibre and salt per 100 g. Don’t compare a relative claim directly with these absolute values. When choosing between wholemeal breads, I want to compare the nutritional information on a like-for-like basis. Around 19% of consumers give this comparison the highest priority.
Size and availability Check whether the bread is sold as a whole or half loaf, and whether the variety you want is available where you shop. For a smaller gathering, I want to be able to buy an appropriate amount of bread. This practical consideration comes first for around 18% of consumers.

The name and the nutrition table answer different questions: ‘wholemeal’ tells you about the grain ingredient used, while the table shows the values for that specific bread. This means that even two wholemeal breads can have different amounts of fibre and salt per 100 g. Check allergens separately too; the fibre value tells you nothing about them.

Common mistakes

  • Mistaking dark or mixed-grain bread for wholemeal

    If you specifically want wholemeal bread, colour alone isn’t enough. According to the Netherlands Food and Consumer Product Safety Authority, a product can only be called wholemeal when all its grain ingredient is wholemeal flour.

    Check the official bread name before deciding whether its shape and flavour will suit the table.

  • Using a relative fibre claim to compare products directly

    ALDI’s own product claim compares its Extra High Fibre Wholemeal Bread with ordinary wholemeal bread. This is not the same basis as comparing the amount of fibre per 100 g on the labels of other breads.

    To compare products, put their nutrition tables side by side and use the same quantity as your basis.

  • Assuming which allergens are present from the type of bread

    Allergen information varies by product. For example, Albert Heijn lists sesame and cereals containing gluten for AH Wholemeal Floor Bread, whole loaf, and says that it may contain milk and soya.

    For packaged bread, read the current label. For unpackaged bread, ask for the allergen information before buying.

Brands to compare

These brands offer useful examples when comparing types of bread. The nutritional values and allergens listed apply to the specific products mentioned, not to every bread made by the brand.

Albert Heijn

Alongside other wholemeal breads, Albert Heijn offers sliced AH Wholemeal Floor Bread, whole loaf, which has a crisp crust according to the product description.

  • Albert Heijn lists 6,3 g of fibre and 0,65 g of salt per 100 g for this floor bread.
  • The product contains sesame and cereals containing gluten; it may also contain milk, soya and lactose. Check the current label.

Jumbo

Jumbo Fine Wholemeal Bread is a finely sliced wholemeal option for anyone looking for a familiar sandwich shape.

  • Jumbo lists 7,6 g of fibre and 1,0 g of salt per 100 g for this bread.
  • The bread contains barley and wheat. According to the product information, it may also contain lupin, milk, nuts, sesame and soya.

Lidl

Lidl provides information about wholemeal products and the grain parts used to make wholemeal flour.

  • When looking at different types of bread, use the wholemeal label as your first point of comparison.
  • For fibre, salt and allergens, read the information for the individual bread.

ALDI

ALDI offers several wholemeal breads, including Fine Wholemeal and Extra High Fibre Wholemeal Bread.

  • ALDI says its wholemeal breads are made entirely with wholemeal flour.
  • The claim that Extra High Fibre Wholemeal Bread has more fibre and less salt compares it with ordinary wholemeal bread. For a comparison with another brand, check the nutritional values per 100 g.

PLUS

PLUS offers, among other varieties, Fine Wholemeal Bread, Farmhouse Wholemeal Bread and Wholemeal Tiger Bread.

  • PLUS lists 6,7 g of fibre and 1,03 g of salt per 100 g for its whole Farmhouse Wholemeal loaf.
  • This product contains wheat, barley and soya, among other ingredients. According to the product information, it may also contain other allergens.

Dirk

Alongside wholemeal bread, Dirk offers white bread, multigrain bread, sourdough and a range of loaf sizes.

  • The type of bread and the loaf size give you two separate choices for sharing at the table.
  • Check the ingredients, nutritional values and allergens for the variety you choose.

Wholemeal bread at Joybuy

If you’re looking for wholemeal bread in a different form from sliced sandwich bread, you could try this Lebanese flatbread from Souq. The pack contains six pieces. Choose this shape to suit what you want to serve at the table, rather than as a substitute for finely sliced sandwich bread.

Souq wholemeal Lebanese bread, 6 pieces

Souq wholemeal Lebanese bread, 6 pieces

An option if you’d like to serve wholemeal flatbread instead of sliced sandwich bread at your Vlaggetjesdag table.

  • Wholemeal Lebanese flatbread, six pieces.
  • According to the product information, packed in a protective atmosphere.
  • If you have allergies or questions about iodine, check the current ingredients and allergen information on the packaging.
View at Joybuy

Frequently asked questions

Is dark bread or multigrain bread automatically wholemeal?

No. Look for ‘wholemeal’ in the official bread name: according to the Netherlands Food and Consumer Product Safety Authority, all the grain ingredient in a product called wholemeal must be wholemeal flour. Colour or the name ‘multigrain’ doesn’t confirm this.

How can I check whether bread contains iodised baker’s salt?

Check the ingredients list for the specific bread and, if it’s unpackaged, ask which ingredients have been used. Don’t assume that every bread contains the same type of salt based on the type of bread alone.

Where can I find allergen information for bread from the bakery counter?

For packaged bread, read the label. For unpackaged bread, ask for the allergen information before buying. The Netherlands Food and Consumer Product Safety Authority advises that allergens should be listed on labels; don’t rely on the general name of the bread when checking a specific loaf.

Can I freeze bread for a smaller Vlaggetjesdag gathering?

Check the storage instructions for the bread you buy. Albert Heijn says that AH Wholemeal Floor Bread, whole loaf, can be frozen at home on the day of purchase and should be used within one month. Don’t assume the same instructions apply to other breads.