Only count a croissant as wholemeal for your weekly shop if the packaging or product information explicitly says so. ‘Multiseed’ and visible seeds are not enough. The AH Multiseed croissant lists wheat flour as its first ingredient and is not called wholemeal. So if choosing a clearly labelled wholemeal breakfast product is essential for your household, it’s worth looking for a separate bread product that is explicitly labelled wholemeal.
These households only want to count a breakfast or lunch product as wholemeal when the packaging or product information says so. According to the Netherlands Nutrition Centre, wholemeal products are made using the entire grain.
These shoppers still want to buy croissants, and compare the fibre content per 100 g and per croissant. For them, a croissant with seeds doesn’t also have to be a wholemeal product.
These households choose the number of croissants and the product type to suit when they plan to eat them. Fresh, bake-at-home and frozen options each have different storage and preparation instructions.
First decide whether the croissant itself needs to be demonstrably wholemeal. Then compare the nutritional information per 100 g and per croissant, and choose a product type that fits your plans for the week.
| What to consider | What to check before buying | Who it matters to |
|---|---|---|
| Wholemeal labelling | Look for the explicit ‘wholemeal’ label on the current packaging or in the product information. A multiseed name isn’t enough. | If I only want to buy products that are clearly wholemeal, I shouldn’t automatically count a croissant with seeds as one. For around 40% of consumers, this certainty matters most. |
| Fibre per serving | Compare the fibre content per 100 g and work out how much you’ll get from the amount you eat. Also consider the other foods in that breakfast or lunch. | When I have croissants for breakfast, I want to know how much fibre I’m getting per croissant, even if it isn’t labelled wholemeal. Around 30% of consumers put this fibre question first. |
| Stock and preparation | Check whether the croissants are fresh, bake-at-home or frozen, how many you’re buying, and what storage and preparation instructions apply. | I want to spread my croissants across several occasions during the week without mistaking a bake-at-home product for a fresh one. For around 20% of consumers, this planning is their main concern. |
| Ingredients and salt | Read the current ingredients and allergen information, and compare the salt content per 100 g on the same basis. | If I need to avoid certain ingredients, I want to know what’s in the croissant I’ve chosen before buying it. For around 10% of consumers, checking the label is the deciding factor. |
A croissant can contain seeds or bran without being labelled wholemeal. Wheat flour is listed first in the ingredients for the AH Multiseed croissant.
If you want to choose strictly wholemeal products, check for an explicit label on the current packaging or in the product information.
The fibre content doesn’t tell you how much salt a croissant contains or which allergens it includes. This information matters for each product.
Compare the fibre and salt content per 100 g and per croissant you eat, and check the allergen information again whenever you switch products.
Fresh, bake-at-home and frozen croissants need different planning. For example, a bake-at-home product still needs to be prepared according to the instructions.
Choose the number of croissants to suit your planned mealtimes, and follow the storage, defrosting and baking instructions for the product you’ve chosen.
Albert Heijn provides ingredients, allergen and nutritional information for its 80 g AH Multiseed croissant.
Jumbo offers, among other options, butter, plant-based and frozen croissants, as well as separate categories for wholemeal bread and rolls.
According to the product information, PLUS Small Butter Croissants need to be defrosted before baking.
ALDI lists butter croissants and wholemeal bread separately in its bakery range.
At Dirk, croissants and wholemeal rolls appear alongside one another in search results.
These bread products are separate options to enjoy alongside a croissant, not croissants themselves. If wholemeal labelling matters to you, check the current packaging for each product you choose.
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A rye bread roll as a separate bread option to enjoy alongside a croissant; the product name alone doesn’t confirm that it’s wholemeal.
Pack size: 500 g.
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A round loaf with ‘whole wheat’ in the product name, for anyone looking for a separate bread option to enjoy alongside croissants; it isn’t a croissant itself.
Pack size: 550 g.
No. Seeds or the name ‘multiseed’ don’t prove that a croissant is wholemeal. The AH Multiseed croissant isn’t called wholemeal and lists wheat flour as its first ingredient. If you’re choosing strictly wholemeal products, check the label on the one you’re buying.
Albert Heijn lists 3.6 g of fibre per 100 g for the AH Multiseed croissant. For an 80 g croissant, that works out at around 2.9 g per croissant. Compare products on the same basis, and consider the rest of your breakfast or lunch too.
Before buying, check how the product you’ve chosen needs to be stored, defrosted and baked. PLUS says its small butter croissants need to be defrosted first, then baked in a preheated oven.
No, you can’t assume that every croissant does. The Netherlands Food and Consumer Product Safety Authority describes baker’s salt as a way of adding iodine compounds to bakery products; Albert Heijn specifically lists iodised salt in its Multiseed croissant. Check the ingredients list for the option you’re buying.
