Who is this choice relevant to?

Fibre-conscious first-time buyers

Households looking to swap a white roll for a wholemeal Kaiser roll on their first grocery shop, and compare the fibre content on the label.

Stock-up shoppers who bake at home

Shoppers who don’t need all their rolls on the same day, so they check pack size, preparation and storage instructions.

Label-conscious households

Shoppers for whom allergen information, salt or baker’s salt matters, and who look beyond the word wholemeal on the front of the pack.

What should you look for when choosing?

First, decide when you want to eat the rolls: straight away, after baking or from the freezer. Then compare the labels of the specific wholemeal Kaiser rolls that suit your plans.

Fresh wholemeal Kaiser roll

Best for: a meal when you don’t want to bake the rolls first.

Bear in mind: check the storage instructions for the roll you choose rather than assuming them based on its type.

Wholemeal bake-at-home rolls

Best for: a planned meal when you have time to bake the rolls.

Bear in mind: you’ll need a suitable way to prepare them and should follow the instructions for the product you choose.

Frozen wholemeal Kaiser rolls

Best for: keeping a stock of rolls to use on different occasions.

Bear in mind: you’ll need freezer space. Jumbo says its frozen version must not be refrozen after thawing.

What to consider What to check when buying Who is this important to?
Wholemeal and fibre Check the product name and ingredients for wholemeal flour. Compare fibre per 100 g only on a like-for-like basis, for example, prepared with prepared. If I want to swap a white roll, I want to be sure my choice really is wholemeal. Around 40% of consumers prioritise this combination of wholemeal and fibre information.
Storage and preparation Check whether the roll is fresh, bake-at-home or frozen, how many are in the pack, and the relevant storage and preparation instructions. I want to buy rolls for more than one occasion without thawing or baking more than I need. For around 30% of consumers, planning ahead comes first.
Label information Check the allergen information and salt content per 100 g. Look in the ingredients list to see whether baker’s salt is mentioned. When ingredients or nutritional information matter to my household, I want to be able to assess the label of the roll I choose. This is the top priority for around 20% of consumers.
Choice in store Search for the full product name and check that the option you find really is a wholemeal Kaiser roll. I want to find the right roll quickly at my usual shop, not just a white or multigrain alternative. Around 10% of consumers prioritise this when choosing where to shop.

Common mistakes

  • Assuming a Kaiser roll or multigrain roll is wholemeal

    The shape of a Kaiser roll and the term multigrain don’t, by themselves, mean that the roll is wholemeal. According to the Voedingscentrum, multigrain refers to the use of different types of grain.

    Check that the specific product is described as wholemeal and read the ingredients list.

  • Storing bake-at-home and frozen rolls in the same way

    Storage instructions vary by product. Jumbo says its frozen wholemeal Kaiser rolls must not be refrozen after thawing.

    Follow the instructions on the pack and only thaw as many rolls as you plan to use.

  • Assuming every roll contains baker’s salt

    According to the Voedingscentrum, you can’t tell from the word bread or wholemeal which type of salt the baker has used.

    Look for baker’s salt or iodised salt in the ingredients list. If the roll is unwrapped, ask which salt has been used.

  • Treating online nutritional information as definitive

    PLUS says that product information can change or vary from one shop to another. This is particularly relevant when comparing ingredients, allergens or nutritional values.

    When you buy the rolls, check the packaging of the version you’re actually taking home.

Brands and shops to consider

Albert Heijn

Albert Heijn lists a separate AH Kaiserbroodje volkoren (wholemeal Kaiser roll).

  • A specific product name makes it easier to search for a wholemeal Kaiser roll.
  • Check the packaging before comparing fibre, salt and allergens.

Jumbo

Jumbo lists wholemeal Kaiser rolls in its bake-at-home range, as well as a four-pack frozen version weighing 260 g in total.

  • The frozen version lets you spread the rolls across several occasions.
  • Not every Kaiser roll in the range is wholemeal. The frozen rolls mentioned must not be refrozen after thawing.

PLUS

PLUS lists a Kaiserbroodje volkoren (wholemeal Kaiser roll) as a separate product.

  • According to PLUS’s product information, this roll contains 67% wholemeal wheat flour. PLUS also lists 6.9 g of fibre and 1.141 g of salt per 100 g of prepared product.
  • Check the packaging for the current ingredients, allergens and nutritional values of the roll you buy.

Lidl

Lidl Netherlands has set a goal of offering at least one wholemeal alternative in every relevant product category by 2030.

  • Its wholemeal range gives you a starting point when looking for a specific roll.
  • A wholemeal alternative in a product category isn’t necessarily a wholemeal Kaiser roll, so check the exact product name.

Dirk

Dirk lists bake-at-home Kaiser rolls, including a white wheat bread version.

  • The product description makes it clear which type of bread the version is.
  • If you’re specifically looking for wholemeal, don’t choose this white version based on the name Kaiser roll alone.

Joybuy products

Related products will appear here soon.

Frequently asked questions

Is multigrain the same as wholemeal?

No, multigrain doesn’t automatically mean wholemeal. According to the Voedingscentrum, multigrain bread contains at least three types of grain. For a wholemeal Kaiser roll, check that the specific product is labelled wholemeal and read its ingredients.

How do I compare the fibre content of wholemeal Kaiser rolls?

Compare the fibre content per 100 g and check whether the figures are for prepared or unprepared rolls. PLUS gives the nutritional values for its Kaiserbroodje volkoren (wholemeal Kaiser roll) as a prepared product, so don’t compare them directly with values based on something else.

How can I tell if a Kaiser roll contains baker’s salt?

For a packaged roll, check the ingredients list. If it’s unwrapped, ask which salt has been used. According to the Voedingscentrum, you can’t assume that a baker has used baker’s salt.

Can I refreeze frozen Kaiser rolls after thawing them?

Always follow the instructions for the specific product. Jumbo says its frozen wholemeal Kaiser rolls must not be refrozen after thawing.