Choose bread labelled ‘wholemeal’ if you want bread made from 100% wholemeal flour for the week; according to the Netherlands Nutrition Centre, brown bread also contains white flour. If you have a fussy eater, try a finely textured wholemeal loaf first, or choose brown bread as a deliberate stepping stone. Freeze any bread you won’t eat within a few days in portions as soon as you can.
You buy bread for breakfast and lunch and don’t want to judge it by its colour. Check the name of the bread: according to the Netherlands Nutrition Centre, bread labelled ‘wholemeal’ is made from 100% wholemeal flour.
You’re looking for a finer texture than coarse bread, but still want to choose a wholemeal loaf. Finely textured wholemeal bread is one option to try; brown bread contains white flour as well as wholemeal flour.
You buy enough for several days at once. Work out what you’ll use over the next few days, then freeze the rest in portions straight away, as the Netherlands Nutrition Centre advises.
Start with the name of the bread and the texture you’re after. Then work out how much you’ll need to freeze for the rest of the week.
| What to consider | What to check when buying | Who is this important for? |
|---|---|---|
| Wholemeal flour | Check that ‘wholemeal’ appears in the name of the bread. According to the Netherlands Nutrition Centre, wholemeal bread is made from 100% wholemeal flour; brown bread also contains white flour. | I want to choose fully wholemeal bread for everyday sandwiches, rather than relying on a dark colour. Around 42% of consumers say this assurance is their top priority. |
| Texture | See whether finely textured wholemeal bread suits your preferred texture, and check the name of the bread. If you have allergies, also check the latest allergen information. | If someone at home leaves coarse bread uneaten, I want to try a finer-textured loaf first. For around 33% of consumers, whether the bread is accepted is the main consideration. |
| Weekly supply | Plan how much opened wholemeal bread you’ll use within 2–4 days, then freeze the rest in portions straight away. This storage guidance comes from the Netherlands Nutrition Centre. | I buy bread for the whole week in one go and want to avoid leaving some uneaten. This is the main concern for around 25% of consumers. |
The colour, or a name such as ‘multigrain’, doesn’t confirm that the bread is made from 100% wholemeal flour. The Netherlands Nutrition Centre distinguishes wholemeal bread from brown bread, which also contains white flour.
If you’re looking for bread made entirely with wholemeal flour, check for ‘wholemeal’ in the name. Then compare the texture and nutritional information.
According to the Netherlands Nutrition Centre, opened wholemeal bread keeps for 2–4 days in a kitchen cupboard. That’s not long enough to cover a full week’s shopping.
Freeze any bread you won’t eat within a few days in portions as soon as you get home.
Finely textured wholemeal bread and brown bread aren’t the same: according to the Netherlands Nutrition Centre, brown bread contains white flour as well as wholemeal flour. A finer-textured wholemeal loaf could therefore be a different first step for a fussy eater.
Try finely textured wholemeal bread if you want to stick with wholemeal. Choose brown bread only if you deliberately want to try a bread made with a mix of flours.
Ingredients and allergen information can change; PLUS points this out in its product information too. This is especially important when the ingredients determine which bread you buy.
Check the product information just before buying, then read the packaging when you receive the bread or in store.
Albert Heijn describes several wholemeal breads, including tiger and Zaans wholemeal varieties.
Jumbo’s bread range includes finely textured wholemeal, hearty wholemeal, brown and multigrain loaves.
PLUS has a separate category for wholemeal bread. PLUS Rond fijn volkoren heel is described as ‘wholemeal wheat bread’.
Dirk lists different types of bread, including wholemeal, white, multigrain and sourdough, as well as a wholemeal batard.
Lidl includes wholemeal products in its range.
ALDI stocks bread and bakery products.
No. According to the Netherlands Nutrition Centre, wholemeal bread is made from 100% wholemeal flour, while brown bread is made with a mix of wholemeal and white flour. Look for the label ‘wholemeal’ if you want bread made entirely from wholemeal flour.
Finely textured wholemeal bread is an option if you want to try a finer texture without switching to brown bread. Just check that the bread you choose is actually labelled ‘wholemeal’.
Yes, as long as you freeze in portions straight away any bread you won’t use within a few days. According to the Netherlands Nutrition Centre, opened wholemeal bread keeps for 2–4 days in a kitchen cupboard and 1–3 months in the freezer.
Read the allergen information on the current packaging of the bread you want to buy. The label ‘wholemeal’ doesn’t tell you which allergens are listed for that specific product; PLUS also warns that product information can change.
