Who is this distinction important to?

Households mindful of their choice of grains

If you want to buy croissants for breakfast while choosing wholegrain products, a clear wholemeal label is more useful than a brown colour or visible seeds.

Shoppers considering a multiseed croissant

A multiseed croissant may suit you if you prefer seeds or a particular texture. If you also want all the flour used to be wholemeal, you’ll need to check this separately.

Shoppers who check ingredients

If you’re concerned about specific allergens or have questions about iodised baker’s salt, check the information for the individual croissant. The variety name alone won’t give you a full picture of its ingredients.

What should you look for when choosing?

First decide whether wholemeal flour is a must-have or whether you’re mainly looking for a particular type of croissant. Then check the information for the product you actually want to buy.

What to consider What to check when buying Who it matters to
Wholemeal flour Look for an explicit ‘wholemeal’ label and check the ingredients. According to the Netherlands Nutrition Centre and the NVWA, this label means that all the flour used is wholemeal. For breakfast, I only want to choose a croissant if all the flour used is wholemeal. Around 50% of consumers put this requirement first.
Flavour and variety Check whether the variety suits your preferences, but don’t treat ‘multiseed’ or ‘butter’ as a wholemeal label. For a weekend breakfast, I’m mainly looking for the type of croissant I want to eat, even if it isn’t labelled wholemeal. Around 30% of consumers give this preference the most weight.
Ingredients Read the ingredients and allergen information for your chosen croissant; if it’s unwrapped, ask for product information if needed. I want to be able to check which ingredients and allergens the croissant contains and, if necessary, whether iodised baker’s salt has been used. Around 20% of consumers prioritise these checks.

Common mistakes

  • Confusing multiseed with wholemeal

    Seeds, a darker colour and the name ‘multiseed’ don’t tell you whether all the flour used is wholemeal. In July 2024, the NVWA highlighted products with an incorrect wholemeal label.

    If wholemeal flour is a requirement for you, look for an explicit label and, if in doubt, read the ingredients for the croissant you’ve chosen.

  • Relying on the category page

    A range overview may show different croissants, but it won’t necessarily tell you what’s in the variety you’re buying.

    Check the individual product information or look at the packaging in store before you decide.

  • Assuming a croissant contains iodine

    The type of product doesn’t tell you whether iodised baker’s salt has been used in that croissant.

    Check the information for the specific product or ask the retailer which ingredients have been used.

  • Assuming the variety name tells you about allergens

    A name such as ‘butter’ or ‘multiseed’ doesn’t provide a complete list of allergens. The Netherlands Nutrition Centre advises checking the allergen information on the label.

    For packaged croissants, check the latest packaging. For unwrapped croissants, ask for the allergen information.

Brands and ranges to help you compare

The croissant varieties mentioned here can help you compare product labels, but a brand name or range category doesn’t, on its own, confirm that a product is made with wholemeal flour.

Albert Heijn

Albert Heijn lists a multiseed croissant among its croissant range.

  • The individual variety name makes it easier to search for product information.
  • ‘Multiseed’ doesn’t confirm that all the flour used is wholemeal.

Jumbo

Jumbo lists butter and plant-based croissant varieties, among others.

  • The variety names help you choose by product type.
  • If you’re looking for a wholemeal croissant, check the label for the individual product; these variety names don’t tell you whether it’s wholemeal.

Dirk

Dirk lists butter croissants in its rolls and croissants category.

  • The category makes it easier to find croissants in the bakery range.
  • A category or butter label doesn’t mean that a croissant is wholemeal.

ALDI

ALDI describes a fresh butter croissant sold individually.

  • The product name makes it clear which type of croissant is meant.
  • Check the information for the specific product to confirm whether it’s wholemeal and what it contains.

Related products on Joybuy

Related products coming soon.

Frequently asked questions

Is a multiseed croissant automatically wholemeal?

No, ‘multiseed’ doesn’t confirm that all the flour used is wholemeal. According to the Netherlands Nutrition Centre and the NVWA, the ‘wholemeal’ label is used for products made with flour from whole grains. Look for this label if it’s a requirement for you.

Can I assume that a croissant contains iodine?

No, the name ‘croissant’ doesn’t tell you whether iodised baker’s salt has been used. Check the information for the individual croissant or ask the retailer about its ingredients.

What should I check if allergens are important to me?

Check the allergen information for the croissant you want to buy, not just the variety name. For a packaged product, read the latest label; for an unwrapped product, ask what allergen information is available.

Is a regular croissant with a separate wholemeal roll the same as a wholemeal croissant?

No, adding a separate wholemeal roll doesn’t change the ingredients in the croissant. It is, however, a way to choose a regular croissant without mistaking a multiseed variety for a wholemeal one. Consider each product separately.