The shopper who puts wholemeal first
You want a roll for lunch and first check whether it is actually labelled wholemeal. Colour, seeds and the term ‘multigrain’ aren’t enough on their own.
Which option is right for you?
The planner with an oven or air fryer
You buy rolls for several meals and don’t mind baking them at home. In that case, storage advice, pack size and cooking instructions are key.
The shopper who only needs a few rolls
You need one or a few rolls for today. A fresh roll sold individually may suit the amount you need better than a pack that leaves you with spares.
What should you look for when choosing?
First, check that the product name matches what you’re looking for in a wholemeal roll. Then consider how many you’ll use, how they need to be prepared and the ingredients on the pack.
| What to consider | What to check before buying | Who it matters to |
|---|---|---|
| Wholemeal labelling | Look for the word ‘wholemeal’ and read the ingredients; don’t rely on colour or seeds alone. | If I’m mainly looking for a wholemeal roll, I want to check that it’s labelled as such before looking at other features. This is the top priority for around 33% of consumers. |
| Quantity and waste | Compare the number of rolls and the pack weight with how many you’ll actually use. | For a small lunch, I don’t want to end up with rolls I can’t eat in time. This is the main consideration for around 33% of consumers. |
| Storage and preparation | Read the storage advice and check that you have the right appliance and are happy with the preparation time. | If I’m buying ahead for several lunches, the storage and preparation requirements need to fit my plans. Around 20% of consumers prioritise this. |
| Ingredients and nutrition information | Check the allergen information, salt content per 100 g and ingredients, including whether iodised salt is used. | If I need to avoid a particular ingredient or allergen, the current label determines what I choose. Around 14% of consumers check this first. |
Common mistakes
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Assuming brown or multigrain means wholemeal
According to the Voedingscentrum, brown bread is made from a mixture of wholemeal flour and white flour. The term ‘multigrain’ doesn’t tell you on its own whether a roll is wholemeal either.
If wholemeal is a must, check the product name and ingredients list.
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Treating individual rolls and other types of bread as the same product
A fresh roll sold individually, a pack of part-baked rolls and schnitt rolls differ in shape, quantity and when you might use them. They aren’t necessarily interchangeable.
Decide how many rolls you need, then compare products with a similar shape and preparation method.
A larger pack may leave you with spare rolls if you don’t use them in time.
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Assuming a product page means the item is available
Jumbo says its Wholemeal Rolls, 4 pack, are no longer part of its online range, even though the product information is still available to read.
Check the current range before going to a shop for a particular type of roll.
That way, you can avoid a shopping trip that doesn’t get you what you need.
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Assuming ‘wholemeal’ tells you everything about the ingredients
The wholemeal label doesn’t tell you which allergens are present or how much salt a roll contains. You can’t assume every product contains iodised salt either.
Check the current ingredients, allergen information and nutritional values per 100 g for each product.
Brands and product ranges to consider
Albert Heijn
AH Wholemeal Roll is a fresh, individually sold roll for anyone who only needs a small quantity.
- Albert Heijn states that this product is made with 100% wholemeal flour and contains 7.1 g of fibre per 100 g.
- The product is listed as an in-store item. Check the current packaging and availability at your local branch.
Jumbo
Jumbo Wholemeal Rolls, 4 pack, has product information for a frozen version that you can compare with other storage options.
- Jumbo lists wholemeal flour, iodised salt and 6.7 g of fibre per 100 g for this version.
- Jumbo says this specific version is no longer part of its online range, so the product details don’t confirm current availability.
PLUS
PLUS Multigrain Rolls are packaged, part-baked rolls that you finish off at home.
- PLUS describes them as wholemeal multigrain rolls and lists 56% wholemeal wheat flour, 3% wholemeal rye flour and 7 g of fibre per 100 g.
- Their multigrain recipe and preparation requirements make them different to use from a fresh, individually sold roll.
Dirk
Dirk lists Bakker van der Akker wholemeal schnitt rolls as an alternative if you don’t need a pistolet-style roll.
- The pack listed contains 10 schnitt rolls.
- Schnitt rolls are a different shape from pistolets, so check that the shape and quantity suit your needs.
ALDI
ALDI lists wholemeal rolls and wholemeal bread as alternatives in its bread range.
- ALDI says its wholemeal loaves are made with 100% wholemeal flour.
- The ALDI pistolet described is white. Check the name of the roll you’re actually choosing rather than assuming it has the same qualities as another ALDI bread.
Lidl
At Lidl, you can assess the fresh-from-the-oven bread range by checking the product you choose and its ingredients information.
- Lidl publishes an ingredients and allergen guide for its fresh-from-the-oven bread.
- Check the exact product name and ingredients in store before choosing a roll as a wholemeal pistolet.
Related products on Joybuy
Related products coming soon.
Frequently asked questions
How can I tell if a roll is wholemeal?
Look for the word ‘wholemeal’ on the product and check the ingredients. According to the Voedingscentrum, wholemeal bread is made from 100% wholemeal flour; a brown colour or seeds don’t prove that it is.
Is a multigrain roll wholemeal too?
Not necessarily: the term ‘multigrain’ doesn’t confirm on its own that a roll is wholemeal. For example, PLUS describes its Multigrain Rolls as wholemeal multigrain rolls. Check the full product name and ingredients of the one you choose.
Can you cook part-baked rolls in an air fryer?
Yes, if the instructions for that specific product say you can. PLUS recommends cooking its Multigrain Rolls for 4 minutes in a preheated air fryer at 200 °C. For other products, follow the instructions on the packaging.
Does wholemeal mean a roll is gluten-free?
No, the word ‘wholemeal’ doesn’t mean a roll is gluten-free. The products mentioned from Albert Heijn and PLUS contain wheat, so always check the current allergen information for the roll you’re buying.