Who is this choice relevant to?

People keeping an eye on fibre

You want to choose a roll for your evening snack that really is wholemeal. The product name is your first filter; the nutritional information per portion then helps you compare products.

Households looking for a quick way to enjoy warm rolls

You want to be able to bake a roll from your store cupboard late in the evening. In that case, the preparation instructions and storage space you’ll need are just as practical to check in advance as the type of bread.

People who need to check allergens

You need to know which allergens are in the exact roll. For a packaged product, check the label; for an unwrapped roll, ask for the allergen information, as explained by the Netherlands Food and Consumer Product Safety Authority.

What should you look for when choosing?

Start by checking for the term ‘wholemeal’ if that’s your main requirement. Then decide whether convenience is your priority or whether you need to check the ingredients and allergens first.

What to consider What to check when buying Who is this most important for?
Wholemeal and fibre Look for ‘wholemeal’ on the exact bread product and compare the fibre per 100 g or per equivalent portion. If I want to choose a bread snack based on wholemeal ingredients and fibre, I don’t want to judge it by the colour of the roll. For around 50% of consumers, this is the most important requirement.
Preparation and storage Check whether the roll is freshly baked, part-baked or frozen, and follow the preparation and storage instructions. If I want a warm roll late in the evening, it needs to be possible to prepare it with my equipment and in the time I have available. Convenience comes first for around 30% of consumers.
Ingredients and allergens Read the ingredients and allergen information for the exact product; ask about it for unwrapped rolls. If I need to avoid certain ingredients or allergens, I can’t rely on the product name alone. For around 20% of consumers, this check is the top priority.

Common mistakes

  • Assuming brown or multigrain means wholemeal

    A dark colour or the name ‘multigrain’ does not, on its own, mean that a roll is wholemeal. The Netherlands Nutrition Centre also distinguishes between wholemeal bread and brown bread, which combines wholemeal flour with refined flour.

    Use the term ‘wholemeal’ on the exact bread product as your first filter, then read the ingredients list.

  • Relying only on the front of the packaging

    A product name or Nutri-Score won’t tell you at a glance how much fibre and salt you’ll get per portion, or which allergens are listed. A score alone doesn’t give you a complete picture of a roll.

    Compare the nutritional information per 100 g and for the portion you eat, and check the ingredients and allergens separately.

  • Choosing a part-baked product without reading the instructions

    The equipment needed, preparation time and storage requirements vary by product. So not every part-baked roll is suitable for a quick late-night snack.

    Before buying, check the instructions on the pack and make sure you can store the roll as directed.

    A frozen option also needs space in your freezer.

  • Guessing the allergens from the product name

    The name of a roll doesn’t give you a complete list of the allergens it contains. According to the Netherlands Food and Consumer Product Safety Authority, allergen information for prepacked products is shown on the label and must also be available for unwrapped products.

    For packaged rolls, read the allergen information; for unwrapped rolls, ask about it before buying.

Brands to consider

These examples can help you search for a particular type or style of bread. Always compare the label on the exact roll: a wholemeal bun, a multigrain roll and a wholemeal roll are not necessarily the same product.

Albert Heijn

Albert Heijn has product pages for AH Wholemeal Rolls and AH Liefde & Passie Sourdough Wholemeal Rolls.

  • The product names make it easy to search specifically for a wholemeal roll.
  • Check the information for the exact product you choose to find out about its ingredients, allergens and nutritional value.

Jumbo

Jumbo lists a range of rolls and has a product page for Jumbo Wholemeal Rolls, pack of 4.

  • The product information for these wholemeal rolls lists 6,7 g of fibre per 100 g, iodised salt and oven preparation from frozen.
  • Jumbo says that this specific product is no longer available in its online range. Don’t take the product information as an indication that you can still order it.

PLUS

PLUS describes its Multigrain Rolls as part-baked wholemeal multigrain rolls.

  • The product information lists 56% wholemeal wheat flour and 7 g of fibre per 100 g.
  • Check the ingredients and allergens on the pack you choose; the word ‘multigrain’ alone doesn’t tell you whether another product is wholemeal.

ALDI

ALDI’s freshly baked bread range includes wholemeal buns and multigrain pointed rolls.

  • These rolls are worth considering if you’re also open to other shapes of bread.
  • A wholemeal bun or multigrain pointed roll doesn’t confirm that wholemeal rolls are available. Check the name of the bread on the shelf.

Lidl

Lidl lists a wholemeal bun as an in-store product.

  • The product information points you to ingredients and allergens that you can check when making your choice.
  • This is a wholemeal bun, not the roll shape you’re looking for. Compare the exact bread product if the shape matters to you.

Dirk

Dirk lists wholemeal buns, wholemeal pointed rolls, wholemeal part-baked buns and multigrain rolls, among other options.

  • The different names help you distinguish between the shape of the bread and how it is described.
  • Don’t assume that a multigrain roll is wholemeal; check the name and ingredients of the exact product.

Related Joybuy products

Related products coming soon.

Frequently asked questions

How can I tell if a roll is wholemeal?

Look for the word ‘wholemeal’ on the packaging or in the product description for the exact roll. According to the Netherlands Nutrition Centre, wholemeal bread is made from 100% wholemeal flour; the words ‘brown’, ‘dark’ and ‘multigrain’ are not enough on their own.

Is a wholemeal roll a good late-night snack?

A wholemeal roll can make a good bread snack if you want something to eat late in the evening. As well as the type of bread, consider the portion, what you put on it and what else you eat that day; the word ‘wholemeal’ alone doesn’t tell you whether the whole snack is a good choice.

Is a multigrain roll wholemeal too?

Not necessarily: ‘multigrain’ and ‘wholemeal’ don’t mean the same thing. PLUS describes its Multigrain Rolls as wholemeal multigrain rolls, but check the description again for every other product you’re considering.

How long should part-baked rolls go in the oven?

Follow the instructions on the exact pack, as the time and temperature vary by product. PLUS recommends baking its Multigrain Rolls in the oven for 8–10 minutes at 220 °C. Jumbo recommends 6 minutes at 200 °C for the frozen wholemeal rolls described, but also says that this product is no longer available in its online range.

Where can I find allergen information for a roll?

For a packaged roll, read the label; for an unwrapped roll, ask for the allergen information. According to the Netherlands Food and Consumer Product Safety Authority, this information must be available for both types of product. Don’t rely on the name or appearance of the roll alone.