Fibre-conscious shopper topping up
You’re looking for something for breakfast or brunch and want to know whether the croissant is actually sold as wholemeal. Seeds or a darker colour aren’t a substitute for the label and product information.
Who is this choice relevant to?
Shopper looking for a quick breakfast or brunch
You want to pick up a croissant that suits when you plan to eat it. Whether it’s fresh, ready to bake or frozen matters more than whether it’s confirmed as wholemeal.
Shopper checking ingredients or allergens
You need to be able to check what’s in the specific croissant before buying it. For a packaged product, read the label; for an unwrapped croissant, ask for the allergen information.
What should you check when choosing?
First decide whether wholemeal is essential for you or whether you’re mainly looking for a croissant that fits the time you have available. Then always check the ingredients and allergen information for the version you’re actually buying.
Croissant labelled wholemeal
Choose this when: you’re specifically looking for a croissant labelled wholemeal.
Bear in mind: check the current product label and compare the fibre per 100 g too.
Multiseed croissant
Choose this when: you’d like a croissant with seeds and wholemeal isn’t essential.
Bear in mind: ‘multiseed’ on its own doesn’t confirm that the croissant is wholemeal.
Plain or butter croissant
Choose this when: flavour or how it’s prepared is your priority.
Bear in mind: don’t assume these products are wholemeal based on their names.
| What to consider | What to check before buying | Who it matters to |
|---|---|---|
| Wholemeal and fibre | Look for an explicit wholemeal label and compare the ingredients and fibre per 100 g. According to the Voedingscentrum, ‘multiseed’ on its own doesn’t confirm that a product is made with wholemeal flour. | If fibre is my main reason for buying this, I don’t want to rely on seeds or colour. Around 44% of consumers prioritise a confirmed wholemeal choice. |
| Preparation and quantity | Check whether the croissant is fresh, ready to bake or frozen, and check the number of items and the preparation instructions. | For a quick breakfast, I want to know whether I can eat the croissant straight away or need to prepare it at home. For around 33% of consumers, convenience matters most. |
| Ingredients and allergens | Read the allergen information for the specific product; if it’s an unwrapped croissant, ask before buying. Compare nutritional values on the same basis, for example per 100 g. | If I need to avoid certain ingredients, checking them comes before my preference for wholemeal or convenience. This is the first buying requirement for around 23% of consumers. |
Common mistakes
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Assuming multiseed or a brown colour means wholemeal
A seeded croissant may suit your taste, but those features don’t confirm which type of flour was used. The Voedingscentrum distinguishes between wholemeal products and products that contain only some wholemeal flour.
Look for an explicit wholemeal label, then check the ingredients and fibre per 100 g.
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Assuming an online category reflects what’s in your local store
A category page shows different options, but doesn’t necessarily tell you which croissant is available at your local store when you pop in to top up.
Check the current product information or ask in store about the croissant and its label.
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Skipping the allergen check for an unwrapped croissant
Ingredients vary by product. PLUS lists wheat, egg and milk among the ingredients in its small butter croissant; that doesn’t definitively tell you what’s in another croissant.
Read the label on packaged croissants and ask for allergen information before buying unwrapped ones.
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Assuming which type of salt is used from the name
The name ‘croissant’ doesn’t tell you whether a specific product contains iodised salt.
If this matters to you, check the ingredients list for that croissant.
Brands to use as a reference
These ranges show the product information you can compare; a croissant mentioned here isn’t automatically wholemeal or available at your local store.
Albert Heijn
The online croissant category includes an AH Multiseed croissant.
- A specific multiseed product whose label and ingredients you can check.
- The name ‘multiseed’ doesn’t confirm that it’s wholemeal.
Jumbo
The online category includes plain, butter, ready-to-bake and frozen croissants.
- The different product types help you choose between eating one straight away and preparing it at home.
- Check the specific product for any wholemeal label.
Lidl
Lidl explains wholemeal products in its product information.
- The explanation may help you recognise the term ‘wholemeal’.
- A general explanation doesn’t confirm that a croissant carries that label.
Aldi
Its bakery information mentions bread, rolls and a butter croissant.
- It’s easy to distinguish rolls from croissants when browsing.
- A wholemeal roll doesn’t confirm that the butter croissant is wholemeal.
Plus
The product page for the small PLUS butter croissant lists ingredients, allergens and nutritional values.
- This information lets you check this specific croissant.
- Don’t assume other versions have the same ingredients.
Dirk
The online category shows croissants alongside other rolls, including wholemeal rolls.
- You can browse the product categories separately.
- A wholemeal roll isn’t proof that a croissant is wholemeal.
Related products on Joybuy
Matching products coming soon.
Frequently asked questions
When can I choose a croissant as a wholemeal option?
Choose a croissant that is explicitly labelled wholemeal. According to the Voedingscentrum, for products other than bread, ‘wholemeal’ refers to a product made entirely from wholemeal flour; check the croissant’s current ingredients and fibre per 100 g too.
Is a multiseed croissant wholemeal too?
Not based on the name alone. For example, Albert Heijn lists an AH Multiseed croissant, but ‘multiseed’ on its own doesn’t mean the product is wholemeal. Check the packaging if this is a deciding factor for your purchase.
Which allergens should I check in a croissant?
Check the allergen information for the croissant you want to buy, not for a similar product. PLUS lists wheat, cereals containing gluten, egg, milk and lactose in its small butter croissant; other versions may have different ingredients.
Where can I find allergen information for an unwrapped croissant?
Ask the bakery department for allergen information before buying and check whether it’s displayed alongside the product. Don’t rely on the name or appearance alone when buying an unwrapped croissant.