Who is this choice relevant to?

Households looking for wholemeal options

For a celebratory breakfast, they want a clearly recognisable wholemeal label rather than relying on colour or seeds. The Dutch Nutrition Centre distinguishes between wholemeal and multigrain.

Croissant lovers considering an alternative

They want to serve croissants, but may consider a roll labelled as wholemeal if it isn’t clear whether a croissant is wholemeal. A roll won’t have the same shape or texture.

Shoppers checking ingredients and allergens

For them, the information on the packaging of the product they choose is what matters. For example, PLUS lists several allergens and possible traces of other allergens for its wholemeal multigrain rolls.

What should you look for when choosing?

For your King's Day breakfast, first decide whether the croissant shape or a clearly stated wholemeal label matters most. Then check the packaging of the product you actually plan to buy.

Croissant

When to choose it: Choose a croissant if its shape is the priority for your celebratory breakfast.

Consider: Multiseed, butter or plant-based doesn’t automatically mean wholemeal; the packaging needs to say so explicitly.

Wholemeal roll

When to choose it: Consider a roll labelled as wholemeal if a verifiable wholemeal option matters more to you than the croissant shape.

Consider: A roll doesn’t have the shape or flaky layers of a croissant.

What to consider What to check when buying Who it matters to
Wholemeal label Look for an explicit wholemeal label on the packaging. Don’t take seeds, multigrain or a dark colour as proof. If I’m looking for a wholemeal option for breakfast, I don’t want to judge by appearance alone. Around 37% of consumers prioritise a clearly stated wholemeal option.
Croissant shape and preparation Compare the type you want and check the preparation instructions for bake-at-home or frozen croissants. For a celebratory breakfast, I want to serve croissants and know how much preparation they need. For around 27% of consumers, the croissant experience and convenience come first.
Ingredients and allergens Read the packaging for the exact product you’ve chosen, including any statements about possible traces. If I have a dietary restriction, I want to know which ingredients and allergens are listed for my product. This check comes first for around 18% of consumers.
Quantity and serving time Check the number of items and the storage and preparation instructions for the pack you’ve chosen. For a breakfast with several people, I want to plan enough portions and choose a suitable time to serve them. Around 18% of consumers prioritise this planning.

Common mistakes

  • Confusing multiseed or dark-coloured with wholemeal

    Seeds and colour don’t tell you whether a croissant is wholemeal. The Dutch Nutrition Centre also distinguishes between multigrain and wholemeal.

    Look for an explicit label on the packaging rather than judging the product by its appearance alone.

  • Assuming a range overview confirms a wholemeal croissant

    A croissant range overview doesn’t mean that a specific product is labelled as wholemeal. What’s available may also vary between shops.

    Check the product name and packaging at the shop you’ve chosen. If wholemeal is essential, consider a roll that does carry this label.

  • Assuming a similar roll has the same allergens

    Ingredients and allergens can vary between products. PLUS lists soya, milk and sesame, among other things, for its wholemeal multigrain rolls, but this information doesn’t automatically apply to another product.

    Check the current packaging of the product you’re buying, even if you’ve chosen a similar roll before.

Brands to consider

Albert Heijn

Albert Heijn lists fresh, bake-at-home and frozen croissants in its croissant range.

  • The range also includes a multiseed croissant.
  • Multiseed doesn’t confirm that the croissant is wholemeal; check the packaging of the product you choose.

Jumbo

Jumbo lists butter, frozen and plant-based croissant options, among others.

  • The options give you a choice of product style and preparation method.
  • A plant-based label tells you nothing about whether a product is wholemeal; check the specific product.

Lidl

Lidl lists a butter croissant that, according to the product page, is only available in store.

  • The product page refers to ingredients and allergen information.
  • Check the packaging if you’re looking for a wholemeal label.

ALDI

ALDI includes croissants in its range of rolls to bake at home.

  • You can factor in time to bake them at home when making your choice.
  • A multigrain roll isn’t automatically wholemeal, and the croissant category doesn’t confirm that any specific product is labelled as wholemeal.

PLUS

PLUS lists Korenlanders wholemeal multigrain rolls as an alternative to croissants.

  • The product information lists 7,8 g of fibre per 100 g and provides ingredients and allergen information.
  • This product is a roll, not a croissant. Check the current packaging before buying.

Dirk

Dirk lists butter croissants and, separately, wholemeal rolls.

  • The separate product names make it easy to distinguish the croissant from the roll alternative.
  • The wholemeal label on the rolls doesn’t automatically apply to the croissants.

Joybuy products for this topic

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Frequently asked questions

Is a multiseed croissant automatically wholemeal?

No, multiseed isn’t the same as a wholemeal label. The Dutch Nutrition Centre explains that multigrain and wholemeal mean different things, so check whether the specific croissant is explicitly labelled as wholemeal.

What can I choose for King's Day if I can’t find a clearly labelled wholemeal croissant?

A roll labelled as wholemeal is an alternative if the wholemeal label matters more to you than the croissant shape. PLUS and Dirk list these rolls, but they’re still rolls, not croissants.

Can I rely on the product name for allergen information?

No, read the ingredients and allergen information on the current packaging of the exact product you’ve chosen. For example, PLUS lists soya, milk and sesame for its wholemeal multigrain rolls, but you can’t assume this information applies to a different croissant or roll.