Choosing a Wholemeal Croissant for a Sweet Breakfast

Who is this choice relevant to?

Households that prioritise wholemeal

You want a sweet breakfast with a croissant, but only if the croissant itself is labelled wholemeal. Seeds or a brown colour aren’t enough for you.

Fans of multiseed croissants

You’re mainly choosing a croissant for its seeds and texture. You’re happy to accept that a multiseed version without a wholemeal label doesn’t count as a wholemeal choice.

Shoppers with a regular supermarket

You want to know what your shop actually sells. This is especially important with fresh products, so check the shelf label and product information in store.

What should you look for when choosing?

First decide whether the croissant itself needs to be wholemeal. If that’s your main requirement, give the label on the specific product more weight than its colour, seeds or choice of topping.

What to consider	What should you check?	Who is this important to?
Wholemeal or multiseed	Look for the word ‘wholemeal’ on the specific product and check which types of flour are listed in the ingredients. Don’t treat ‘multiseed’ as an equivalent label.	I want a sweet breakfast, but the croissant itself must be labelled wholemeal. For around 50% of shoppers, choosing wholemeal comes first.
A sweet breakfast experience	Decide whether you’d rather have your preferred type of croissant or a product that’s wholemeal; a sweet topping doesn’t change the croissant’s label.	For my sweet breakfast, the croissant and its topping matter more than a wholemeal label. Around 30% of shoppers prioritise this breakfast experience.
What’s available in store	Check the current shelf label and packaging at your local branch. Lidl says its fresh bread range can vary between branches.	I shop at the same supermarket and want to know which breakfast products are available there. Around 20% of shoppers prioritise what’s available in store.

Common mistakes

Assuming multiseed means wholemeal

Seeds on or in a croissant don’t tell you whether the flour used is wholemeal. Albert Heijn lists wheat flour as the first ingredient in its AH Multiseed Croissant.

If wholemeal is a must, look for the word ‘wholemeal’ on the specific product rather than relying on the name ‘multiseed’.
Treating an ordinary croissant as a wholemeal option

An ordinary croissant can be part of a sweet breakfast, but a sweet topping doesn’t make it wholemeal. According to the Netherlands Nutrition Centre, wholegrain products generally contain more fibre than white varieties.

If you can’t choose a croissant labelled wholemeal, keep your choice of croissant separate from your choice of a wholemeal breakfast product.
Assuming salt and allergens based on the product category

The AH Multiseed Croissant lists iodised salt and ingredients containing wheat. That doesn’t tell you which ingredients are in another croissant. The Netherlands Nutrition Centre also says that bakers aren’t required to use baker’s salt.

Check the current ingredients and allergen information for the exact croissant you’re buying if it matters to your choice.

Brands to consider

Albert Heijn

Albert Heijn lists an AH Multiseed Croissant among its croissants. According to Albert Heijn, this product is listed as an in-store item.

Albert Heijn provides the ingredients and nutritional information for this croissant, including 3.6 g of fibre per 100 g.
The product is called ‘Multiseed’, and wheat flour is listed as the first ingredient. This doesn’t confirm that it’s a wholemeal croissant.

Jumbo

Jumbo displays several types of croissant online, including butter, plant-based and frozen varieties.

The product categories make it easier to look at different types of croissant separately.
A separate category for wholemeal products doesn’t confirm that a Jumbo croissant is wholemeal; check the label on each product.

Dirk

Dirk displays croissants and wholemeal rolls in its online bread range.

The product listings show that wholemeal rolls are a different option from the croissants displayed.
The croissant listings shown don’t confirm that any of the croissants are labelled wholemeal.

Lidl

Lidl lists a butter croissant as well as wholemeal rolls in its bread range.

Lidl says its fresh bread range can vary between branches, so it’s worth checking in store.
The label ‘butter croissant’ doesn’t confirm that the croissant is wholemeal.

ALDI

ALDI lists both wholemeal bread and butter croissants in its bakery range.

You can consider the bread and croissant products listed as separate breakfast options.
The fact that ALDI lists both categories doesn’t make a butter croissant wholemeal.

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Frequently asked questions

Is a multiseed croissant automatically wholemeal?

No, ‘multiseed’ on its own doesn’t mean wholemeal. The AH Multiseed Croissant contains seeds, but Albert Heijn lists wheat flour as the first ingredient. If you want a wholemeal option, look for the label on the specific product.

How can I spot a wholemeal croissant in store?

Check whether the croissant itself is labelled ‘wholemeal’ and read the ingredients on the packaging or in the available product information. Don’t rely on a dark colour or visible seeds alone.

Does every croissant contain iodised baker’s salt?

You can’t tell from the product category. Albert Heijn lists iodised salt in its Multiseed Croissant, while the Netherlands Nutrition Centre says that bakers aren’t required to use baker’s salt. Check the ingredients of the specific product.

Which allergens should I check in a multiseed croissant?

Check the allergen information for the specific croissant, including any statements about the possible presence of other allergens. The AH Multiseed Croissant lists wheat and milk ingredients, among others; you can’t assume this information applies to other multiseed croissants.

Does an online range show everything my local branch sells?

Not necessarily. Lidl says its fresh bread range can vary between branches. Check which product is available in your shop and what the shelf label or packaging says.