Who is this choice relevant to?

Host looking for a wholemeal option

You want to offer a wholemeal bread option at an evening meal featuring dishes from different cuisines. So, check the description of the specific product rather than judging by its colour or seeds.

Planning a table for guests with different preferences

You want to serve croissants, while also offering something separate for guests who prefer wholemeal bread. Croissants and wholemeal rolls remain two different choices.

Shopper planning ahead

You’re choosing between croissants that are ready to serve and varieties that need baking. Even when convenience is your priority, check the label of the variety you’ve chosen for any wholemeal claim.

What should you look for when choosing?

First decide whether the croissant itself needs to be wholemeal, or whether separate wholemeal rolls would also work for your table. Then check the information for the exact products you plan to serve.

What to consider What to check when buying Who it matters to
Wholemeal description Look for ‘wholemeal’ on the packaging or product information for the exact croissant, and check the ingredients. I want to offer a croissant explicitly labelled as wholemeal, not just a variety with seeds; this assurance is the priority for around 36% of consumers.
Choice for guests Check that separate rolls are labelled as wholemeal, and make sure you have enough. If my guests have different bread preferences, I want to put croissants and a clearly labelled wholemeal alternative on the table. This option matters most to around 29% of consumers.
Ingredients and allergens Read the current ingredients and allergen information for each variety you choose; if you’re buying freshly baked products in store, ask for product information if needed. If my guests have dietary requirements or allergies, I want to know exactly what’s in this croissant; checking this comes first for around 21% of consumers.
Preparation and serving time Check whether the croissant is ready to serve, needs baking or is frozen, and follow the storage and preparation instructions. If I want to keep preparation to a minimum just before eating, I choose based on how much preparation is needed. Serving time is the first consideration for around 14% of consumers.

Common mistakes

  • Assuming seeded or multigrain means wholemeal

    A croissant with seeds or different types of grain isn’t necessarily wholemeal. According to the Voedingscentrum, wholemeal bread is made from 100% wholemeal flour; the name of a seed-covered croissant doesn’t confirm this.

    Look for an explicit ‘wholemeal’ description for the exact croissant and check the ingredients.

  • Presenting a regular croissant as a wholemeal option

    Serving a wholemeal roll alongside a croissant doesn’t make the croissant itself wholemeal. The distinction between these two products matters to guests who are specifically looking for a wholemeal option.

    Present croissants and rolls labelled as wholemeal separately, as different choices for the table.

  • Guessing allergens from the product name

    Butter, plant-based and filled croissants can have different ingredients. The name alone doesn’t give you the full answer about allergens.

    Check the current information for each specific variety before serving it to guests.

Brands to consider

Albert Heijn

Albert Heijn offers several croissant varieties, including the AH multi-seed croissant.

  • You can compare multi-seed and other croissant varieties as separate products.
  • ‘Multi-seed’ doesn’t confirm that the AH multi-seed croissant is wholemeal.

Jumbo

Jumbo offers, among other options, bake-at-home, butter and plant-based croissants.

  • These varieties offer different ways to prepare for the evening.
  • Check the wholemeal description for each product; ‘plant-based’ doesn’t mean ‘wholemeal’.

Lidl

Lidl lists a butter croissant as an in-store product.

  • Worth considering if you want to look at a butter croissant in store.
  • The name ‘butter croissant’ doesn’t confirm that it’s wholemeal; check the product’s ingredients and allergen information too.

PLUS

PLUS lists wholemeal rolls as a separate bread product.

  • Wholemeal rolls can be served alongside croissants as a separate choice.
  • A wholemeal roll isn’t a wholemeal croissant.

ALDI

ALDI offers a farmhouse wholemeal multigrain loaf as a bread product.

  • A wholemeal loaf is another option for anyone looking to add something to a table of croissants.
  • The description of this loaf says nothing about the ingredients in croissants.

Dirk

Dirk offers butter croissants and, separately, Bakker van der Akker wholemeal rolls.

  • You can consider croissants and rolls labelled as wholemeal as two separate choices for the table.
  • The wholemeal description applies to the rolls, not the butter croissants.

Joybuy products for this choice

Related products coming soon.

Frequently asked questions

Is a multigrain or multi-seed croissant automatically wholemeal?

No, those descriptions don’t confirm that a croissant is wholemeal. According to the Voedingscentrum, wholemeal bread is made from 100% wholemeal flour; for a croissant, check for an explicit wholemeal description and the ingredients of the exact variety.

What should I serve if I can’t find a croissant labelled as wholemeal?

You can serve croissants alongside separate rolls labelled as wholemeal. That gives guests a wholemeal bread option without describing the croissants themselves as wholemeal.

Should I check the ingredients and allergens for each croissant?

Yes, check the current information for the exact variety you plan to serve. Butter, plant-based and filled croissants are different products; if you’re buying freshly baked croissants in store, ask for product information if needed.