Who is this choice relevant to?

Everyday bread eaters who are mindful of fibre

Households looking to replace white or brown bread with bread clearly labelled wholemeal, and who pay attention to fibre when choosing what to eat every day.

Households looking for a different texture

Shoppers choosing between fine, coarse, hearth-baked or seeded wholemeal bread, depending on their taste and when they plan to eat it.

Households that check the label closely

Shoppers who take salt, iodised salt or allergens into account, and for whom the name of the bread alone doesn’t provide enough information.

What should you look for when choosing?

First, check that the bread is labelled wholemeal. Then choose a texture that everyone at home enjoys and compare the nutritional information for the options you’re considering.

What to look for What to check when buying Especially useful for
Wholemeal labelling Look for ‘wholemeal’ in the product name or description; don’t rely on a dark colour or the name ‘multigrain’ alone. I want to be sure the grain base of my everyday bread is wholemeal, even if the crust looks dark. Around 46% of consumers put this reassurance first.
Texture and type of loaf Compare fine, coarse, hearth-baked and seeded loaves to find a texture your household enjoys; check that these options are labelled wholemeal too. If you’re after a different bite for breakfast or lunch, choose a type of loaf everyone at home will enjoy. For around 27% of consumers, the bread-eating experience is the main priority.
Nutritional information and ingredients Compare fibre and salt per 100 g; read the ingredients and allergen information, and check which type of salt has been used if needed. If salt, iodine or the need for a gluten-free option is a consideration, I need the label information to assess the bread. Around 27% of consumers give these checks top priority.

Common mistakes

  • Mistaking dark or multigrain bread for wholemeal

    A dark colour, firm crust or name suggesting a grain mix doesn’t, on its own, mean that the grain ingredient consists entirely of wholemeal flour.

    Look for the ‘wholemeal’ label and check the ingredients list if you’re unsure. According to the Netherlands Food and Consumer Product Safety Authority, a product containing non-wholemeal flour cannot be labelled simply ‘wholemeal’.

  • Assuming all bread contains iodised salt

    Not all bread is made with iodised baker’s salt. The wholemeal label doesn’t tell you which type of salt has been used.

    Check the ingredients list if iodised salt is important to your choice, or ask the baker which salt is used for unpackaged bread.

  • Assuming a nutritional claim applies to every variety

    A claim about extra fibre or less salt applies to the bread it refers to and the comparison stated, not to the whole range.

    Read the claim on the packaging and compare the nutritional information for individual loaves on the same basis, for example per 100 g.

  • Confusing wholemeal with gluten-free

    Wholemeal bread made with wheat isn’t automatically suitable if you need gluten-free bread.

    In that case, check that the specific product is explicitly labelled gluten-free and read its allergen information.

Brands to consider

Albert Heijn

Albert Heijn’s Dutch bread range includes several types of wholemeal bread.

  • The range includes different types of loaf, so you can compare them by texture and when you plan to eat them.
  • Check the current product information for the loaf you choose; a range overview doesn’t tell you which ingredients are in every variety.

Jumbo

Jumbo’s range includes fine and coarse wholemeal bread, as well as wholemeal bread with sunflower seeds.

  • These varieties can help you decide which bread texture you prefer.
  • For fibre, salt and ingredients, check the information for the individual variety.

PLUS

PLUS offers several wholemeal breads, including fine and coarse varieties and Korenlanders options.

  • For PLUS Rond fijn volkoren heel, the product information lists ingredients and nutritional values you can check when making your choice.
  • Don’t assume the information for this specific loaf applies to other PLUS varieties; check the packaging of the one you choose.

ALDI

ALDI provides product information for fine wholemeal bread and a separate extra-high-fibre wholemeal variety.

  • The two product names make it clear which varieties you can assess individually.
  • A claim about fibre or salt for the extra-high-fibre variety doesn’t automatically apply to the fine wholemeal bread.

Lidl

Lidl Netherlands mentions wholemeal bread on its general page about wholemeal products.

  • The page makes it easier to find wholemeal bread as a product category.
  • Check the fibre, salt and ingredients for the bread you actually choose.

Related Joybuy products

Related products coming soon.

Frequently asked questions

Is dark or multigrain bread automatically wholemeal?

No. The colour and the name ‘multigrain’ aren’t enough to tell you. According to the Netherlands Food and Consumer Product Safety Authority, the grain ingredient in a product labelled wholemeal must consist entirely of wholemeal flour. So look for ‘wholemeal’ on the bread you want to buy.

How can I tell if bread contains iodised salt?

For packaged bread, check the ingredients list for baker’s salt or iodised salt. For unpackaged bread, ask the baker which salt they use. The wholemeal label alone won’t tell you.

Is ordinary wholemeal bread gluten-free?

No. Wholemeal describes the type of grain flour used; it doesn’t mean the bread is gluten-free. If you need gluten-free bread, check that the specific product is explicitly labelled gluten-free and read its allergen information.

How should I store a whole wholemeal loaf?

Follow the storage instructions for the bread you buy. Albert Heijn says its AH Volkoren heel loaf can be frozen at home on the day of purchase and should be used within one month. This isn’t a general storage recommendation for other breads.