Who is this choice relevant to?

Families with a fussy bread eater

A coarse slice isn’t always popular. Fine wholemeal is an option if you want to stick with wholemeal; choosing brown bread is a conscious compromise, as it isn’t fully wholemeal.

People doing a small top-up shop

If you only need bread for a few days, a half loaf may better suit how much you’ll use. A whole loaf is also an option if you freeze it in portions as soon as you buy it.

Shoppers who want to compare labels

The colour and crust don’t tell you whether bread is wholemeal. The wording on the packaging, ingredients and nutritional information can help you compare specific loaves.

What should you look for when choosing?

First decide whether the bread needs to be fully wholemeal. Then choose a texture the eater will enjoy and a quantity that suits the next few days.

What to consider What to check when buying Who is this important for?
Whether a fussy eater will enjoy it Compare fine wholemeal with brown bread, and check the wording on the packaging if the bread must be fully wholemeal. If coarse bread is rejected, I want to try a finer slice without unknowingly straying from my choice of wholemeal. Around 42% of consumers put acceptability first.
Quantity and storage See whether a half loaf is available and read the storage information; if needed, freeze a whole loaf in portions as soon as you buy it. I only need bread for a few days and don’t want to be left with slices nobody has eaten. The right quantity is the main concern for around 33% of consumers.
Wholemeal status and labelling Check for ‘wholemeal’, the ingredients, allergens, and the fibre and salt values per 100 g. When the exact ingredients are decisive in my choice, I want to be able to check them on the packaging of that loaf. Checking the label comes first for around 25% of consumers.

Common mistakes

  • Mistaking brown bread for fully wholemeal bread

    Brown bread contains a mixture of wholemeal flour and white flour. According to the Netherlands Nutrition Centre, bread labelled ‘wholemeal’ on the packaging is made entirely from wholemeal flour.

    Decide whether brown bread is a suitable stepping stone for the eater. If the bread needs to be wholemeal, check the wording on the packaging rather than judging by its colour.

  • Buying a whole loaf without a storage plan

    A whole loaf may be more than you can use in time if you only need bread for a few meals. The Netherlands Nutrition Centre says that opened wholemeal bread keeps for 2 to 4 days in a kitchen cupboard.

    Choose a half loaf if that’s enough, or freeze a whole loaf in portions on the day you buy it.

  • Treating all fine wholemeal breads as the same

    ‘Fine’ describes the style of bread, not a set nutritional value. Jumbo, for example, lists 7,6 g of fibre per 100 g for Jumbo Fine Wholemeal; don’t assume this applies to other varieties.

    Compare the nutritional information per 100 g, and read the ingredients and allergen information on the packaging of the loaf you choose.

  • Relying only on the online product description

    PLUS points out that product ingredients, nutritional values and allergen information can change. A description you looked at previously may therefore not match the packaging you receive.

    Use the product page to find a variety, then check the packaging before use, especially if an ingredient or allergen matters to you.

Brands with relevant bread options

These brands offer a range of bread styles to compare. Always assess the specific variety and packaging, not just the brand name.

Albert Heijn

The bread range includes round, tiger and half-size wholemeal options, among others.

  • Handy for comparing different loaf shapes and a smaller option side by side.
  • Check which varieties are available at the shop where you do your shopping.

Jumbo

Jumbo’s range includes fine, coarse, tiger and half-size wholemeal bread, among other options.

  • Fine and coarse wholemeal offer a clear choice of textures.
  • The nutritional information for Jumbo Fine Wholemeal doesn’t automatically apply to other Jumbo breads.

Lidl

Lidl offers fine wholemeal bread, a half loaf of extra wholemeal bread and kids’ wholemeal bread, among other options.

  • Lidl says its kids’ wholemeal bread contains extra-finely ground wholemeal flour, making it an option to consider if a coarse texture is the sticking point.
  • Check the packaging and availability in store for the variety you choose.

Aldi

Aldi offers fine wholemeal bread, as well as whole and half loaves of extra high-fibre wholemeal bread.

  • A half loaf may suit you if you only need a little bread.
  • Seeds or the darker appearance of an extra high-fibre variety may not suit a fussy eater’s preferences.

Plus

Plus stocks round fine wholemeal, farmhouse wholemeal and half-size wholemeal options, among others.

  • You can compare both bread styles and loaf sizes.
  • Plus says product information can change, so read the packaging of the variety you choose.

Dirk

The bread range includes Bakker van der Akker wholemeal loaves, square wholemeal loaves and half loaves, among other options.

  • The range of whole and half loaves gives you options to suit the quantity you need.
  • Dirk doesn’t offer a delivery service, so bear this in mind if you want your top-up shop delivered to your home.

Related products on Joybuy

Related products coming soon.

Frequently asked questions

Is brown bread the same as wholemeal bread?

No. Brown bread is a mixture of wholemeal flour and white flour, whereas wholemeal bread is made entirely from wholemeal flour. The Netherlands Nutrition Centre says that the word ‘wholemeal’ on the bread packaging confirms that it is wholemeal bread.

Is fine wholemeal an option if someone doesn’t like coarse bread?

Yes. Fine wholemeal is worth trying if it’s mainly the coarse texture they dislike, although whether they enjoy the taste is a matter of personal preference. Check that the packaging says ‘wholemeal’, and compare the ingredients and nutritional information for the specific variety.

How can I avoid having bread left over from a small top-up shop?

Choose a half loaf if that’s enough, or freeze a whole loaf in portions as soon as you buy it. The Netherlands Nutrition Centre says opened wholemeal bread keeps for 2 to 4 days in a kitchen cupboard, or 1 to 3 months in the freezer.

Does all wholemeal bread contain iodised salt?

You can’t tell from the type of bread alone. Check the ingredients list for the specific loaf for terms such as ‘iodised salt’ or ‘baker’s salt’; for example, Albert Heijn lists iodised salt in one of its wholemeal breads.

What should I look out for when checking allergens?

Read the allergen information on the packaging of the bread you’re actually buying. Don’t rely only on the product name or information for a different wholemeal variety, as ingredients and potential allergens can vary between products.