For dinner, choose rolls explicitly labelled as wholemeal: ‘brown’ or ‘multigrain’ alone isn’t enough. A fresh wholemeal roll from Albert Heijn is a good choice if you can buy it on the day; PLUS’s part-baked wholemeal multigrain rolls can be bought in advance, provided you have the time and equipment to finish baking them. Before serving, check the packaging for allergens and iodised salt.
You’re looking for rolls for your guests that are explicitly labelled as wholemeal, rather than simply dark, brown or multigrain. The Netherlands Food and Consumer Product Safety Authority makes this distinction when assessing wholemeal products.
You want to prepare the rolls shortly before serving and can make time and space in the oven or air fryer. PLUS provides instructions for both appliances for its part-baked wholemeal multigrain rolls.
You want to check the allergens listed on the packaging and whether iodised salt has been used before serving. This information varies by product and can change.
First, decide whether the rolls must be demonstrably wholemeal. Then choose between buying them fresh or baking them at home, based on your plans. Finally, check the packaging of the product you’ll actually be serving.
| What to consider | What to check when buying | Who is this important for? |
|---|---|---|
| Wholemeal and fibre | Look for an explicit wholemeal description and check the ingredients and fibre per 100 g. According to the Netherlands Food and Consumer Product Safety Authority, a product can only be called wholemeal if all the flour used is made from whole grains. | If I specifically want to serve wholemeal rolls, I don’t want to rely on the colour or the word ‘multigrain’. For around 42% of consumers, verifiable wholemeal status and fibre information are top priorities. |
| When to buy and bake | Check how the product is sold and how many rolls are included. For part-baked rolls, check the baking instructions too. Bear in mind how much oven space your other dishes will need. | I want to serve the rolls at the right time without baking them clashing with the rest of dinner. Planning when to serve them is the main concern for around 33% of consumers. |
| Ingredients and salt | Check the current packaging for ingredients, allergens and any warnings. See whether it mentions iodised salt or baker’s salt; according to the Netherlands Nutrition Centre, baker’s salt is not compulsory. | When I need to take ingredients or allergens into account for guests, I want to know what’s on the packaging before serving. For around 25% of consumers, this check is the top priority. |
The name or colour doesn’t tell you whether all the flour used is wholemeal. The Netherlands Food and Consumer Product Safety Authority requires products called wholemeal to meet this standard.
Check the wholemeal description, product details and ingredients list. A multigrain roll can also be wholemeal, but the word ‘multigrain’ alone doesn’t prove it.
According to the Netherlands Nutrition Centre, using baker’s salt in bread is not compulsory. So you can’t assume that every roll contains it.
Look for iodised salt or baker’s salt in the ingredients list. If you’re buying unpackaged bread, ask which ingredients have been used.
Part-baked rolls need to be baked before serving. This may coincide with cooking other dishes.
Read the instructions in advance and set aside time and oven space, or check whether the packaging says your chosen rolls can be cooked in an air fryer.
Ingredients and allergen information can change. What you read online earlier may not match the packaging of the product you buy.
Use product pages to help you make your choice, then check the packaging again before serving the rolls.
The AH wholemeal roll reviewed is a fresh option which, according to Albert Heijn, is sold individually and available in store only.
Jumbo still lists product information for its part-baked frozen wholemeal rolls, but states on the same product page that they are no longer part of its online range.
PLUS sells a part-baked multigrain roll that is explicitly described as wholemeal on its product page, as well as a separate brown multigrain option.
Dirk lists 1 de Beste multigrain rolls in a pack of four.
No. According to the Netherlands Food and Consumer Product Safety Authority, a product can only be called wholemeal if all the flour used is made from whole grains. So check the wholemeal description and ingredients: ‘multigrain’ alone isn’t enough.
No. The Netherlands Nutrition Centre says that bread does not have to be made with baker’s salt. Check the ingredients list for each product to see whether it contains iodised salt or baker’s salt.
Follow the baking instructions on the packaging you’ve chosen and make sure you have enough oven space. For the wholemeal multigrain rolls reviewed, PLUS recommends 8–10 minutes in an oven at 220 °C, or 4 minutes in a preheated air fryer at 200 °C.
Check the allergen information and any warnings on the packaging of the rolls you’re serving. The Albert Heijn wholemeal roll reviewed contains wheat and gluten; the PLUS option reviewed lists several cereals containing gluten and warnings for, among other things, soya, milk and sesame.
