Who is this choice relevant to?

Fibre-conscious hosts

Households looking to serve wholemeal kaiser rolls and compare the wholemeal label, ingredients and fibre content per 100 g on the packaging.

Planners with freezer space

Shoppers who want to buy the rolls in advance and bake them at home, with enough space to store them as directed on the packaging.

Hosts checking for allergens

Shoppers who want to check before the get-together which ingredients and allergens their guests need to avoid.

What should you look for when choosing?

Fresh from the shop

Best for: rolls you want to serve on Friday without baking them at home, such as the wholemeal options from Albert Heijn and PLUS.

Bear in mind: availability may vary from branch to branch.

Frozen and baked at home

Best for: shopping in advance and baking the rolls at home shortly before your get-together, as with Jumbo’s frozen wholemeal option.

Bear in mind: you’ll need freezer space; Jumbo says the rolls must not be refrozen once defrosted.

What to consider What should you check? Who is this most important for?
Wholemeal and fibre Check that the product is labelled wholemeal and compare the declared fibre content per 100 g on the latest labels. I want a roll for my get-together that is explicitly labelled wholemeal, and I pay attention to its fibre content. This is the top priority for around 39% of shoppers.
When you’ll serve them Consider whether you want to serve the rolls straight away or have the time and freezer space to bake them at home. If I shop in advance, I want to know when to store and bake the rolls. Planning comes first for around 31% of shoppers.
Allergens Read the latest ingredients and allergen information, even for a roll labelled wholemeal. If any guests have allergies, I want to know before serving which ingredients they need to avoid. Around 15% of shoppers put checking for allergens first.
Availability Check with your local branch that the roll is sold as wholemeal and that the quantity you need is available. For a larger get-together, I don’t want to find out on Friday that the right rolls are out of stock. Local availability is the deciding factor for around 15% of shoppers.

Common mistakes

  • Mistaking a dark or multigrain roll for a wholemeal one

    The colour and the term ‘multigrain’ don’t in themselves mean that the grain ingredient is wholemeal. For products sold as wholemeal, the NVWA checks whether the grain ingredient is made entirely from wholemeal flour.

    Look for the wholemeal product description and read the ingredients list too.

  • Assuming it’s available at every branch

    Albert Heijn lists its wholemeal kaiser roll as an in-store product. That doesn’t guarantee it’ll be available at your local branch on Friday.

    Check your branch’s range in advance and, if necessary, choose another roll that is explicitly labelled wholemeal.

  • Leaving frozen rolls until the last minute

    Jumbo says its frozen wholemeal kaiser rolls must not be refrozen once defrosted.

    Work out in advance how many rolls you’ll need, and follow the packaging instructions for storing, defrosting and baking them.

  • Assuming wholemeal means suitable for every guest

    The wholemeal kaiser rolls mentioned here contain wheat and gluten-containing cereals. Jumbo also lists soya as an ingredient.

    Ask your guests about allergies in advance and check the latest label for each product you choose. If needed, provide a clearly separate alternative.

Brands to consider

Albert Heijn

Albert Heijn lists an individual wholemeal kaiser roll which, according to the product page, is only available in store.

  • The label lists 7.1 g of fibre per 100 g and iodised salt.
  • The roll contains gluten-containing cereals; check the latest packaging for ingredients and allergens.

Jumbo

Jumbo lists frozen wholemeal kaiser rolls in a pack of four.

  • The product information lists 6.7 g of fibre per 100 g.
  • Jumbo says the rolls must not be refrozen once defrosted. The ingredients include wheat, rye, barley and soya.

PLUS

PLUS lists an individual wholemeal kaiser roll from its own in-store oven.

  • The product page lists 67% wholemeal wheat flour and 6.9 g of fibre per 100 g.
  • The roll contains wheat and gluten. Check the latest allergen information, including for the possible presence of other cereals and sesame.

ALDI

ALDI lists wholemeal bake-at-home rolls, which are a different type of bread from kaiser rolls.

  • The product name makes it clear that the listed bake-at-home rolls are wholemeal.
  • Check the current range before relying on these rolls; don’t assume that a different ALDI kaiser roll is wholemeal too.

Lidl

Lidl is worth considering if you’re looking for rolls from an in-store bakery. The retailer says that almost all its branches have a bake-off bakery.

  • For larger quantities, Lidl recommends asking your local branch about ordering options.
  • A listing for a kaiser roll doesn’t confirm that it’s wholemeal; check the specific product information.

Dirk

Dirk lists a 1 de Beste bake-at-home kaiser roll.

  • The product information lists a pack of four, which can be prepared in an oven or air fryer.
  • The listed version isn’t labelled wholemeal, so it isn’t automatically a suitable replacement for a wholemeal kaiser roll.

Joybuy products

Related products coming soon.

Frequently asked questions

How can I recognise a wholemeal kaiser roll?

Check whether the roll is labelled wholemeal, then read the ingredients list. For products sold as wholemeal, the NVWA checks whether the grain ingredient is made entirely from wholemeal flour. A dark colour or the term ‘multigrain’ isn’t proof on its own.

Are wholemeal kaiser rolls gluten-free?

No. The wholemeal kaiser rolls mentioned from Albert Heijn, Jumbo and PLUS contain wheat and gluten-containing cereals. Jumbo also lists soya and the possible presence of other allergens. Always check the latest label for your guests.

Does every kaiser roll contain iodised baker’s salt?

No. Don’t assume that all kaiser rolls have the same ingredients. The Netherlands Food and Consumer Product Safety Authority says that iodine compounds may be present in bread through the addition of baker’s salt, with a maximum of 65 mg of iodine per kg of salt. Albert Heijn lists iodised salt in its wholemeal kaiser roll; check the ingredients list for other rolls.

Can Jumbo’s frozen wholemeal kaiser rolls be put back in the freezer after defrosting?

No. Jumbo says these rolls must not be refrozen once defrosted. Plan how many rolls you’ll need and when to defrost them, and follow the latest instructions on the packaging.

How can I order a large number of rolls from Lidl?

Ask the relevant Lidl branch about ordering larger quantities. Also check separately that the roll you want is actually sold as wholemeal.