Families looking to choose wholemeal more often
You want bread that’s quick to grab in the morning, but you also want to be sure what the label ‘wholemeal’ means. A sliced loaf or individual rolls make it easier to choose the right amount.
Who is this choice relevant to?
Households with fussy eaters
A straight switch from white to wholemeal won’t suit every taste. According to the Netherlands Nutrition Centre, brown bread is made with wholemeal flour and white flour, so it can be a considered choice between these types of bread.
People short on time in the morning
You want to be able to grab some bread and take it with you before heading out. So it’s not just the type of bread that matters, but also whether it’s sliced or portioned, and whether it needs any preparation.
What should you look for?
First decide whether choosing entirely wholemeal bread or finding something the eater will enjoy matters most. Then look at which bread format suits the time you have and the quantity you need.
| What to consider | What to check when buying | Who it matters to |
|---|---|---|
| Choosing wholemeal | Look for ‘wholemeal’ in the product name and compare the nutritional information, including fibre per 100 g, on the current label. | I don’t want to judge by the colour of the bread when I’m looking for something entirely wholemeal. For around 36% of consumers, this certainty is the top priority. |
| Taste and texture | Consider brown bread as a stepping stone; don’t confuse ‘brown’ or ‘multigrain’ with entirely wholemeal. | A fussy eater needs to want to eat their breakfast, so I look for a type of bread that suits their preferences. This matters most to around 29% of consumers. |
| Ready to take with you | Check the bread format and instructions for use: sliced bread and rolls may need different amounts of preparation. | If I’m short on time before heading out, I don’t want bread that I still need to prepare. For around 21% of consumers, being able to take it straight away is the main concern. |
| Right-sized quantity | Choose a whole loaf, half a loaf or individual rolls to suit the number of breakfasts; check the storage and freezing advice. | I’d rather buy an amount that will be eaten than a whole loaf with slices left over. Around 14% of consumers make portion size their top priority. |
Common mistakes
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Assuming dark or multigrain bread is wholemeal
A dark colour or several types of grain won’t tell you whether a loaf is entirely wholemeal. According to the Netherlands Nutrition Centre, wholemeal bread is made with 100% wholemeal flour; brown bread also contains white flour.
Use the product name as your first clue, then check the ingredients and nutritional information on the packaging.
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Assuming every loaf contains baker’s salt
Not all bread is made with baker’s salt. According to the Netherlands Nutrition Centre, the label will tell you whether it has been used.
If you want to know whether your bread contains iodised baker’s salt, check the current label or ask the baker about unpackaged bread.
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Relying on out-of-date product information
Ingredients, nutritional values and allergen information can change. This means a product page you looked at earlier isn’t enough to choose bread for someone with specific dietary needs.
Check the current packaging when you buy, especially the ingredients, allergens and instructions for use.
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Buying a whole loaf without a storage plan
If you only need a few slices, some of the loaf may be left over before you get a chance to use it.
Choose half a loaf or rolls if that works better. If you want to freeze it, follow the advice on the label of the bread you choose.
Choosing the right amount or freezing it in time can help prevent unused slices from going to waste.
Brands to compare
Albert Heijn
A useful place to start if you want to look at the nutritional information for a specific wholemeal loaf.
- For AH Volkoren heel, Albert Heijn lists wholemeal wheat flour, 6.9 g of fibre per 100 g and advice on freezing, among other details.
- Albert Heijn warns that ingredients, nutritional values and allergen information can change. Check the label on the loaf you buy.
Jumbo
Worth considering if you want to compare wholemeal bread in different formats.
- Jumbo has a wholemeal bread category, giving you a starting point for comparing bread formats.
- Check the current product information for each item you choose rather than assuming its ingredients or nutritional values from the category alone.
Lidl
Worth considering if you want to compare fibre values for packaged bread.
- Lidl describes a fibre meter on its packaged breads, with values given per 100 g.
- A fibre value on its own doesn’t tell you whether ‘wholemeal’ applies to the product name.
ALDI
A useful reference if you want to compare whole and half loaves or rolls.
- ALDI describes different bread formats and says its wholemeal breads are made with 100% wholemeal flour.
- Check the current packaging for the ingredients and allergens in a specific loaf.
PLUS
Worth considering if you want to look at wholemeal, brown, multigrain and sourdough breads as separate types.
- PLUS lists products including fine wholemeal, wholemeal tiger bread, brown bread and multigrain bread.
- The labels ‘dark’ and ‘multigrain’ don’t automatically mean a loaf is entirely wholemeal.
Dirk
A useful reference for comparing types of bread and rolls to suit different portion needs.
- Dirk lists wholemeal, white, multigrain and sourdough options, as well as rolls.
- Check the nutritional information and allergens for the item you choose; these can’t be inferred from the bread category as a whole.
Bread options on Joybuy
These options include flatbread, multigrain rolls and other bread formats for anyone planning a quick breakfast. Check the preparation steps for each product: not every format is ready to take with you straight away, and ‘multigrain’ doesn’t automatically mean entirely wholemeal.
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Souq Lebanese Bread Whole Wheat, 6 pieces
An option if you’d prefer to take individual pieces of flatbread with you instead of slices from a standard loaf.
The product name specifies six pieces and Whole Wheat. Check the ingredients, allergens and bread description on the current packaging.
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g'woon Popular Multigrain Baguettes, 2 pieces, 300 g
Two multigrain baguettes could work if you want to spread breakfast across separate occasions.
‘Multigrain’ doesn’t guarantee that a product is entirely wholemeal. Check the instructions for use too, before assuming the baguettes are ready to take with you without preparation.
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g'woon Multigrain Rolls, 4 pieces
A pack of four multigrain rolls is a good fit if you want to choose individual portions.
Check the ingredients if you’re specifically looking for entirely wholemeal bread, and read the instructions for use if you need to take a roll with you straight away.
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Bolletje Rye Bread Bun, 500 g
Only consider this rye product if the format you receive suits how you want to take breakfast with you.
The product title says ‘bun’, while the full description refers to sliced rye bread. Before buying, check which format you’ll receive and read the current label.
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Lekhaven Bakkerij Whole Wheat Country Round Bread, 550 g
This loaf is only suitable for a quick start if you can plan the preparation in advance.
It needs to be defrosted and baked before use, then left to cool before slicing. Check the preparation instructions and ingredients on the packaging.
Frequently asked questions
Is multigrain bread automatically wholemeal?
No, ‘multigrain’ on its own doesn’t mean a loaf is entirely wholemeal. According to the Netherlands Nutrition Centre, wholemeal bread is made with 100% wholemeal flour, so check the product name and current label.
Can I assume that every loaf contains iodised baker’s salt?
No, not all bread is made with baker’s salt. According to the Netherlands Nutrition Centre, the label states whether baker’s salt has been used; if necessary, ask the baker about unpackaged bread.
How do I choose the right amount of bread for quick breakfasts?
Choose a whole loaf, half a loaf or individual rolls to suit the number of breakfasts you need. If you want to freeze the bread, follow the instructions for the product you choose; for AH Volkoren heel, Albert Heijn says it can be frozen on the day of purchase.
Should I check allergens in bread I’m taking with me?
Yes, read the allergen information for the bread you’re actually buying. Ingredients and recipes can change, so information from a product page you looked at previously isn’t enough.