If you want to serve a roll with your coffee without any preparation, choose a fresh option clearly labelled ‘wholemeal’. If you want to bake rolls at home, check the product description and ingredients as well as the cooking instructions: ‘multigrain’ does not automatically mean wholemeal. Compare fibre per 100 g across similar products, and check the latest label for allergens, salt and iodised salt.
You want to choose a roll that is clearly wholemeal, rather than relying on its brown colour or the word ‘multigrain’. According to the Voedingscentrum, wholemeal bread is made from 100% wholemeal flour, while brown bread can also contain white flour.
You want to bake rolls just before having coffee. The packaging instructions will tell you what equipment you need, how long they take to prepare and how to store them.
You want to know before buying which ingredients and allergens are listed, how much salt the product contains per 100 g, and whether iodised salt appears in the ingredients list.
A good choice when: You want to serve a roll straight away with your coffee and wholemeal comes first. Albert Heijn describes its fresh AH Pistolet volkoren as being made with 100% wholemeal flour.
Things to consider: If you want a warm roll baked at home, you’ll need a different type of product. Even if you regularly buy a product, check its latest label.
A good choice when: You want to prepare the rolls just before serving and have the time and equipment to do so.
Things to consider: Check separately whether the roll is wholemeal: ‘multigrain’ in the name is no proof. For example, PLUS Pistolets meergranen lists wholemeal wheat and rye flour, but is described as multigrain rolls.
| What to look for | What to check when buying | Who it matters most to |
|---|---|---|
| Wholemeal and fibre | Look for the word ‘wholemeal’, check which types of flour are listed in the ingredients, and compare fibre per 100 g across similar products. | If fibre is my main priority, I want to make sure I’m not judging by colour alone. Around 39% of consumers prioritise clearly labelled wholemeal products and fibre information. |
| Preparation | Check whether the roll is fresh, part-baked or frozen, and follow the packaging instructions for equipment, cooking time and temperature. | If I want a warm roll with my coffee, I need to plan when it will be ready. For around 23% of consumers, serving time is the deciding factor. |
| Label information | Read the latest ingredients list, allergen information and any ‘may contain’ warnings. Also check the salt content per 100 g and whether iodised salt is listed. | If I need to avoid certain ingredients, I want to check before serving. For around 23% of consumers, checking the label is the most important consideration. |
| Where to buy | Check the range at your chosen shop and compare pack sizes on a like-for-like basis. Also check again whether the roll is wholemeal. | I want to be able to buy a roll at the shop where I do my food shopping, without overlooking the product description. Local availability is the priority for around 15% of consumers. |
A roll is not clearly wholemeal just because it is called multigrain. The Voedingscentrum distinguishes wholemeal bread, made from 100% wholemeal flour, from brown bread, which also contains white flour.
Read the product description and ingredients list, then check the fibre content per 100 g.
Part-baked or frozen rolls need different preparation from fresh ones. Instructions can vary from product to product.
Before buying, check what equipment you’ll need, then follow the time and temperature instructions on the product’s packaging.
The PLUS Pistolets meergranen reviewed contain cereals containing gluten. PLUS also states that they may contain soya, milk and sesame.
Check the latest label every time you buy, including the ingredients list and any ‘may contain’ information.
According to the Voedingscentrum, bakers are not required to use baker’s salt. So a statement on one roll tells you nothing about another.
For packaged rolls, check the ingredients list for ‘iodised salt’ or ‘baker’s salt’. For unpackaged rolls, ask which ingredients have been used.
Albert Heijn describes its AH Pistolet volkoren as a fresh 70 g roll made with 100% wholemeal flour.
The Jumbo Volkoren Pistolets listed are part-baked frozen rolls for baking at home.
PLUS Pistolets meergranen are part-baked rolls with instructions for the oven and air fryer.
Dirk describes 1 de Beste Pistolets meergranen as a pack of four rolls to bake at home, made from a mixture of grains.
ALDI includes wholemeal bread and rolls in its wider range of fresh daily bread.
Lidl offers freshly baked rolls and notes that its range may vary by store.
No. The word ‘multigrain’ does not prove that a roll is wholemeal. According to the Voedingscentrum, wholemeal bread is made from 100% wholemeal flour, so check the product description and ingredients list for the roll you want to buy.
Yes, if the instructions for that specific product mention an air fryer. For its Pistolets meergranen, PLUS recommends 4 minutes at 200 °C in a preheated air fryer. For other rolls, follow the instructions on their own packaging.
Read the ingredients list and any ‘may contain’ warnings on the latest packaging. The AH and PLUS varieties described contain wheat or other cereals containing gluten. The PLUS variety also carries a warning that it may contain soya, milk and sesame.
No. According to the Voedingscentrum, bakers are not required to use baker’s salt. The AH Pistolet volkoren described lists iodised salt, but check the ingredients list for other packaged rolls, or ask which ingredients have been used for unpackaged rolls.
