Who are these rolls for?

Households specifically looking for wholemeal

If you don’t want a brown or multigrain alternative for Christmas breakfast, look for the word ‘wholemeal’. To compare fibre content, check the nutritional information per 100 g.

Planners with an oven or air fryer

If you buy the rolls before Christmas and bake them just before serving, you’ll need clear storage instructions and a cooking time that fits your morning plans.

Label readers with specific ingredient requirements

If you have allergies or other ingredient requirements, the information for the specific product you choose is what matters. Also check separately whether iodised salt or baker’s salt is listed.

What should you look for when choosing?

Start by deciding whether the roll really needs to be wholemeal. Then choose a fresh or part-baked option that suits when you shop and when you plan to serve it.

What to consider What to check when buying Who is this important to?
Wholemeal and fibre Look for the word ‘wholemeal’ and compare fibre on a like-for-like basis: per 100 g. If I specifically want a wholemeal roll for Christmas breakfast, a dark colour isn’t enough. Around 36% of consumers prioritise wholemeal ingredients and fibre content.
Planning and preparation Check whether the rolls are fresh, part-baked or frozen, and follow the storage and cooking instructions for that product. I want to buy the rolls in advance but still serve them at the planned time. For around 29% of consumers, getting the timing right is the top priority.
Ingredients and allergens Read the allergen information for the exact product; check separately whether iodised salt or baker’s salt is listed. When choosing rolls for my guests, I need to know which grains and potential allergens they contain. Checking the label comes first for around 21% of consumers.
Shop location and packaging Check whether your local store stocks the wholemeal option you want and whether the pack contains enough rolls for your guests. I want to be able to buy enough rolls in good time without having to settle for a different type of bread. Around 14% of consumers prioritise a convenient shopping trip and a suitable pack size.

Common mistakes

  • Assuming brown or multigrain means wholemeal

    According to the Voedingscentrum, wholemeal bread is made from 100% wholemeal flour. The colour of a roll or the word ‘multigrain’ doesn’t prove that it is wholemeal.

    If wholemeal is a must for you, look for the word on the product and then compare the nutritional information per 100 g.

  • Assuming every roll contains iodine

    Seeing iodised salt listed for one roll tells you nothing about another product. The Voedingscentrum recommends checking the label to see whether baker’s salt has been used.

    Check the ingredients for ‘iodised salt’ or ‘baker’s salt’. If you’re buying loose rolls, ask in store.

  • Overlooking allergens in a product with grains or seeds

    The wholemeal rolls described by Albert Heijn and the multigrain option from PLUS have different ingredients. The PLUS product also states that it may contain soya, milk and sesame.

    Just before buying, check the ingredients and allergen information for the exact product you’re taking home.

  • Buying fresh rolls too early without a storage plan

    You’ll have a set serving time for Christmas breakfast, so check the storage instructions to see whether an option bought in advance will keep until then.

    For packaged rolls, check the use-by date and storage advice. If you want to freeze the bread, follow the instructions for the product you’ve chosen.

Brands to consider

Compare the exact roll, not just the brand: labelling, ingredients and cooking methods vary from one product to another.

Albert Heijn

Albert Heijn describes both a regular wholemeal roll and a larger wholemeal sourdough roll.

  • The regular AH Pistolet volkoren is listed as containing 100% wholemeal flour, weighing 70 g each, with 7.1 g of fibre per 100 g and iodised salt.
  • The Liefde & Passie sourdough option weighs 115 g and contains oats, rye and seeds, among other ingredients. Check availability at your local store for both products.

Jumbo

Jumbo has described a frozen wholemeal roll option that may be useful when comparing cooking methods.

  • The pack described contained four part-baked rolls weighing 300 g in total. The instructions were to bake from frozen for 6 minutes at 200°C.
  • This specific product is no longer listed in Jumbo’s online range. For your Christmas plans, choose only a product that’s currently available.

PLUS

PLUS describes packaged multigrain rolls that you can bake at home.

  • The product information lists 300 g per pack, 7 g of fibre per 100 g, iodised salt, and instructions for cooking in an oven or air fryer.
  • The ingredients include several gluten-containing grains; possible traces of soya, milk and sesame are also listed. Check the pack you choose to see whether this product is labelled wholemeal.

ALDI

ALDI lists wholemeal rolls in its bake-at-home range and also sells rolls from its in-store bakery.

  • At your local store, you can look specifically for a bake-at-home roll labelled ‘wholemeal’.
  • Check the product name in store: a roll on sale isn’t automatically the wholemeal option.

Dirk

At Dirk, you can compare different types of rolls side by side.

  • Dirk stocks white, brown and multigrain rolls, among other options.
  • Don’t treat brown or multigrain as proof that a roll is wholemeal; check the product name and ingredients before choosing.

Lidl

Lidl mentions wholemeal rolls as an ingredient in one of its recipes.

  • This name can help you ask for or look for a wholemeal roll specifically.
  • A recipe doesn’t tell you which option your local store will stock around Christmas. Check the product and its availability before relying on it.

Related products at Joybuy

Related products coming soon.

Frequently asked questions

Is a brown or multigrain roll always wholemeal?

No. According to the Voedingscentrum, wholemeal bread is made from 100% wholemeal flour, while brown bread is made from a mixture of wholemeal flour and white flour. ‘Multigrain’ on its own doesn’t confirm that a roll is entirely wholemeal either, so check the product label.

Does every roll contain iodised salt?

You can’t assume that without checking. The Voedingscentrum recommends finding out whether baker’s salt has been used. For packaged rolls, look for ‘iodised salt’ or ‘baker’s salt’ in the ingredients; if you’re buying loose rolls, ask in store.

Are the wholemeal rolls mentioned gluten-free?

No. The regular AH wholemeal roll described lists wheat and gluten-containing grains; the PLUS option described lists wheat, rye, barley and oats. For any other product, always check the allergen information on the current packaging.

How far in advance can I buy rolls for Christmas?

For packaged rolls, check the use-by date and storage instructions to see whether they’ll keep until you plan to serve them. The Voedingscentrum says opened wholemeal bread keeps for 2–4 days in a kitchen cupboard and 1–3 months in the freezer; for an unopened pack, follow the instructions on the product.

Can you cook the PLUS multigrain rolls described in an air fryer?

Yes. For this specific part-baked product, PLUS recommends 4 minutes in a preheated air fryer at 200°C. Don’t use the same time and temperature for another roll without checking its own cooking instructions.