Choose a roll labelled ‘wholemeal’ if you want it to be made entirely from wholemeal flour. According to the Netherlands Nutrition Centre, bread with this label is made from 100% wholemeal flour. Next, consider how many rolls you’ll actually use, whether you need an oven or freezer space, and what ingredients and allergens are listed on the label. A brown colour or the word ‘multigrain’ doesn’t, on its own, mean a roll is wholemeal.
If you want a wholemeal roll for one meal, don’t rely on its brown colour or the word ‘multigrain’ alone. According to the Netherlands Nutrition Centre, the label ‘wholemeal’ means that the bread is made from 100% wholemeal flour.
If you’re shopping for one or a few people, the number of rolls in a pack matters. A fresh roll requires different planning from bake-at-home or freezer-friendly rolls. Check the storage instructions for the product you choose.
If you have a relevant food allergy, you can’t tell whether a product is suitable from its name or colour. Check the latest allergen information on pre-packed products, and ask for details before buying unwrapped bread.
First, decide whether the roll must be entirely wholemeal. Then choose a pack size and preparation method that fit your meal plans. Always check the ingredients and allergens for the specific product.
| What to consider | What to check before buying | Who it matters to |
|---|---|---|
| Genuinely wholemeal | Look for the label ‘wholemeal’ and read the ingredients list; colour, seeds and ‘multigrain’ aren’t enough. | I want a fully wholemeal roll with my meal, rather than accidentally choosing a brown or multigrain variety. This wholemeal choice is the top priority for around 36% of consumers. |
| Number of rolls | Check how many rolls are in the pack and whether you can use the rest or freeze them according to the product instructions. | If I’m eating alone, I don’t want to open a pack and leave rolls unused. Avoiding this kind of food waste is the top priority for around 29% of consumers. |
| Preparation and storage | Check whether the rolls are fresh, bake-at-home or frozen, and read the preparation and storage instructions. | I don’t always have the time or space to bake and store rolls, so they need to fit into my daily routine. Around 21% of consumers prioritise this practical aspect. |
| Label information | Read the allergen information and ingredients list for the product you choose, including if you want to check for iodised salt. | If an ingredient matters to me, I need to be able to check what’s in this particular roll. For around 14% of consumers, checking the label is the top priority. |
A brown colour or a mix of grains doesn’t tell you that a roll is entirely wholemeal. The Netherlands Nutrition Centre distinguishes between bread labelled ‘wholemeal’ and brown bread, which also contains white flour.
Look specifically for ‘wholemeal’ and check the ingredients list if that’s your main criterion.
If you’re buying for one meal for one person, a pack with several rolls could leave you with leftovers. According to the Netherlands Nutrition Centre, bread is one of the foods that is often wasted.
Choose a pack size that suits your meal plans, and check before buying whether the product can be stored or frozen.
A larger pack also needs storage space and a plan for the rolls you won’t eat straight away.
Bake-at-home and frozen varieties may need an oven, preparation time and suitable storage space. Instructions vary by product.
Read the preparation and storage instructions before choosing a pack.
You can’t tell from the outside which allergens are listed or whether iodised salt has been used. Check this information for each individual product.
Read the latest label, and ask for allergen information before buying unwrapped bread.
These examples show what product information can be useful when comparing rolls. A multigrain roll or another wholemeal bread roll isn’t automatically the same product as a wholemeal roll.
Albert Heijn describes an AH wholemeal roll sold individually, which could suit a meal where you only need one.
Jumbo distinguishes between fresh, bake-at-home and frozen rolls. The product type is worth considering if you want to store or prepare your rolls later.
PLUS describes its multigrain rolls as bake-at-home, which is useful if you want to factor oven preparation into your choice.
Dirk describes 1 de Beste multigrain rolls as a pack of four.
ALDI describes bake-at-home rolls as well as a wholemeal bun. When comparing products, check exactly what type of bread they are.
Look for the label ‘wholemeal’. According to the Netherlands Nutrition Centre, bread with this label is made from 100% wholemeal flour; ‘brown’ and ‘multigrain’ don’t mean the same thing on their own. Check the ingredients for the specific roll too.
A single fresh roll could be a good choice if you want one without having to store leftovers. If you choose a pack with several rolls, consider how many you’ll use and follow the storage instructions on the pack for the rest.
Follow the instructions for the product you choose and check whether the pack has already been opened. The Netherlands Nutrition Centre’s Storage Guide recommends keeping opened bake-at-home bread in the fridge for 2 to 4 days or in the freezer for 1 to 3 months. Throw away any mouldy bread.
No, you can’t tell from the type of bread. Check the ingredients list for the roll you choose: the wholemeal rolls described by Albert Heijn and Jumbo listed iodised salt, but this doesn’t tell you anything about other products.
For pre-packed rolls, check the allergen information on the latest label. The Netherlands Food and Consumer Product Safety Authority says this information must appear on the label of pre-packed food. Before buying unwrapped bread, ask for information about the ingredients and allergens in that particular roll.
