Who is this choice right for?

Fibre-conscious Easter lunch shoppers

You’re looking for a roll explicitly described as wholemeal. So you compare the ingredients, fibre and salt per 100 g rather than judging by the colour of the roll alone.

Hosts who want to bake rolls just before lunch

You want to prepare the rolls shortly before serving. You’ll need to factor in whether you have an oven or air fryer, as well as the cooking time and storage instructions.

Households checking for allergens

You’re shopping for guests with different dietary needs, so you check both the ingredients and the allergen information on the packaging you buy.

What should you look for when choosing?

Fresh from Albert Heijn

When: AH Pistolet volkoren is a good choice if you want a roll explicitly described as wholemeal that you don’t need to bake at home.

Bear in mind: Albert Heijn lists this roll as available in store only.

Part-baked from PLUS

When: PLUS’s wholemeal multigrain rolls are a good fit if you want to finish baking them at home just before lunch.

Bear in mind: You’ll need time to prepare them and an oven or air fryer. Check the listed allergens too.

Another supermarket

When: If you shop at Jumbo, Lidl, ALDI or Dirk, look for an explicit wholemeal description on the current packaging.

Bear in mind: A brown roll, multigrain roll or other wholemeal bread product isn’t necessarily the same product choice.

First decide whether you want to buy the rolls fresh or bake them at home. Then compare the labels and check how the purchase fits into your Easter plans.

What to consider What to check when buying Who is this most important for?
Wholemeal and fibre Look for an explicit wholemeal description and compare the fibre and salt per 100 g on the label. If fibre is a priority for my Easter lunch, I want to be sure the roll is also described as wholemeal. Around 50% of consumers put this combination first.
Preparation and planning Check whether the rolls are fresh or part-baked, how to prepare them and when you can buy them. I want to serve the rolls just before lunch without relying on a last-minute trip to the shops. For around 30% of consumers, planning is the main consideration.
Suitable for your guests Read the allergen information and check any dietary claims on the current packaging. If guests need to avoid certain ingredients, I need to know which rolls I can serve them. For around 20% of consumers, suitability matters most.

Common mistakes

  • Assuming brown or multigrain means wholemeal

    The Netherlands Food and Consumer Product Safety Authority says that for a product described as wholemeal, all of its grain ingredient must be wholemeal flour. The colour or a multigrain name doesn’t confirm this.

    Look for an explicit wholemeal description and read the ingredients list. Then compare the fibre and salt per 100 g.

  • Leaving your shopping until Easter Sunday

    According to the Dutch government, Sunday shop opening hours vary by municipality. Ordering options also differ by product: Albert Heijn lists the fresh roll discussed here as available in store only.

    Check your local shop’s opening hours and its current delivery or collection options in advance. If you want a back-up option, look for a suitable bake-at-home product in good time.

  • Comparing fibre alone

    As well as their fibre content, rolls can differ in salt, the grains used and allergens. This matters when you’re buying for several guests.

    Check both the nutritional information per 100 g and the allergen information on the packaging you buy.

  • Expecting every roll to contain iodised baker’s salt

    According to the Netherlands Nutrition Centre, using baker’s salt isn’t compulsory. So a statement on one product tells you nothing about another roll.

    Check the ingredients list if you want to know whether iodised salt or baker’s salt has been used in the rolls you choose.

Brands compared

Albert Heijn

AH Pistolet volkoren is a fresh 70 g roll that Albert Heijn says is made with 100% wholemeal flour.

  • Albert Heijn lists 7,1 g of fibre per 100 g and iodised salt for this roll.
  • The product page says it’s available in store only. Check the current options at your local shop.

Jumbo

Jumbo describes both wholemeal rolls to bake from frozen and brown rolls sold frozen.

  • Jumbo Volkoren Pistolets are listed as containing 6,7 g of fibre per 100 g.
  • Jumbo says this wholemeal variety is no longer part of its online range. You can’t assume that rolls called Bruin are wholemeal based on the name alone.

PLUS

PLUS explicitly describes its part-baked multigrain rolls as wholemeal multigrain rolls for baking at home.

  • PLUS lists 56% wholemeal wheat flour and 7 g of fibre per 100 g. According to the product information, they can be cooked in an oven or air fryer.
  • The product contains wheat, rye, barley and oats, among other ingredients, and may contain soya, milk and sesame. Read the current packaging before serving them to your guests.

Lidl

Lidl describes a wider range of wholemeal products and aims to offer a wholemeal alternative in relevant product categories.

  • This range may give you a reason to look for a roll explicitly described as wholemeal in store.
  • Check the name and ingredients of the roll you actually choose; the range-wide aim doesn’t tell you anything about that specific variety.

ALDI

ALDI features wholemeal rolls in its fresh daily bread range.

  • A wholemeal roll could be an alternative if the shape of a traditional roll isn’t essential for your lunch.
  • Don’t automatically treat a different wholemeal bread product as a wholemeal roll; check the packaging of the product you choose.

Dirk

Dirk features white, brown and multigrain rolls, among other products.

  • You can compare different types of rolls side by side by checking the ingredients of each product.
  • A multigrain name doesn’t confirm that a particular roll is wholemeal; check the current product information to be sure.

Related Joybuy products

Related products coming soon.

Frequently asked questions

Is a brown or multigrain roll automatically wholemeal?

No. For this comparison, a roll only counts as wholemeal when the product information explicitly says so. According to the Netherlands Food and Consumer Product Safety Authority, all of a product’s grain ingredient must be wholemeal flour for it to be described as wholemeal; colour and a multigrain name aren’t enough.

Can I still buy rolls on Easter Sunday?

That depends on your shop’s opening hours and the ordering options available. According to the Dutch government, Sunday shop opening hours vary by municipality. So check your local shop and any available delivery or collection times in advance.

Do wholemeal rolls always contain iodised baker’s salt?

No. The Netherlands Nutrition Centre says that baker’s salt isn’t compulsory. Albert Heijn and PLUS list iodised salt in the products discussed here, but check the ingredients list of the rolls you buy.

Which allergens should I check for my Easter lunch?

Check the allergen information on the current packaging of every product you choose. Albert Heijn lists wheat and gluten for the roll discussed here; the PLUS variety contains wheat, rye, barley and oats, and may contain soya, milk and sesame. A vegan label doesn’t replace this check.