Who is this relevant to?

Anyone comparing wholemeal flour and fibre

You’re serving coffee and cake and want to choose a roll whose ingredients and fibre content you can check on the label.

Anyone baking rolls just before guests arrive

You want to prepare the rolls just before serving and have enough time, as well as an oven or suitable air fryer.

Anyone checking ingredients and allergens

You want to check for wheat, gluten and any cross-contamination warnings, rather than relying on a roll’s name or colour.

What should you look for when choosing?

Start with the ingredients and nutritional information for the exact roll you’re considering. Then decide whether you want to serve it straight away or bake it first.

What to consider What to check when buying Who it matters to
Wholemeal flour and fibre Check the proportion of wholemeal flour in the ingredients list and compare the fibre per 100 g in the exact products. If I’m serving a roll alongside cake, I want to know how much wholemeal flour it contains and compare its fibre content. This is the top priority for around 44% of consumers.
Serving and baking Check whether the roll is ready to serve or needs baking. For a bake-at-home option, follow the packaging instructions for timing and equipment. I want to put the rolls on the table just before coffee, without being caught out by baking time. Ease of serving comes first for around 33% of consumers.
Ingredients and allergens Read the allergen information and, if salt matters to you, compare the amount listed per 100 g. When I’m buying rolls for others, I want to check the listed ingredients and allergens first. Around 23% of consumers pay the most attention to this label information.

Common mistakes

  • Assuming ‘multigrain’ or a brown colour means the roll is entirely wholemeal

    The name alone doesn’t tell you how much wholemeal flour a roll contains. For example, PLUS says its multigrain rolls contain 56% wholemeal wheat flour.

    Read the ingredients list and compare the stated proportion of wholemeal flour and the fibre per 100 g.

  • Leaving preparation until it’s time to serve

    A bake-at-home roll needs different planning from one that’s ready to serve straight away.

    Check the product type in advance and follow the preparation and storage instructions on the packaging for your chosen variety.

  • Guessing allergens from the product name

    ‘Wholemeal’ doesn’t mean a roll is gluten-free. A multigrain variety may also list several gluten-containing cereals or possible cross-contamination.

    Before buying, read the ingredients list and allergen information on the exact product packaging.

  • Assuming a range page guarantees the product is available in store

    A product page may describe a variety that’s no longer in the online range, such as the Jumbo wholemeal rolls covered in this research.

    Check which variety is available before you visit, and look at the current packaging.

Brands to consider

Albert Heijn

The AH wholemeal roll is a fresh option with clearly specified product information.

  • Albert Heijn lists 100% wholemeal flour, 7.1 g of fibre and 1.05 g of salt per 100 g.
  • According to the product page, this variety is only available in store. Check the packaging, as the information can change.

Jumbo

Jumbo’s range includes rolls and bake-at-home options, including a previous frozen wholemeal variety.

  • The page for that wholemeal variety lists 6.7 g of fibre per 100 g and baking instructions.
  • Jumbo says on that product page that the variety is no longer in its online range.

Lidl

Lidl describes wholemeal bake-at-home rolls for preparing at home.

  • The product page lists a 700 g bag and says the product is sold in store.
  • Check the ingredients, fibre, salt and allergens on the packaging of the variety you buy.

ALDI

ALDI lists both wholemeal and white rolls in its bakery range.

  • The range includes rolls to bake at home.
  • Check the ingredients and nutritional information for the individual roll you’re considering; a general description of the range won’t tell you these details.

PLUS

PLUS describes a multigrain roll that can be baked in an oven or air fryer.

  • PLUS lists 56% wholemeal wheat flour, 7 g of fibre and 1.06 g of salt per 100 g.
  • ‘Multigrain’ doesn’t mean all the flour used is wholemeal. Check the allergen information on the packaging too.

Dirk

Dirk describes 1 de Beste multigrain rolls as a bake-at-home option in a pack of four.

  • The product description mentions a mix of grains.
  • Before comparing this variety with a wholemeal roll, check the packaging for the proportion of wholemeal flour, nutritional information and allergens.

Rolls at Joybuy

Matching products will be available soon.

Frequently asked questions

Is a multigrain roll automatically made entirely with wholemeal flour?

No. The name ‘multigrain’ doesn’t tell you how much wholemeal flour it contains. PLUS says its multigrain rolls contain 56% wholemeal wheat flour. Check the ingredients list on the exact packaging when choosing.

Does a wholemeal roll always contain iodised salt?

You can’t tell from the name ‘wholemeal’. The Dutch Food and Consumer Product Safety Authority explains that iodine compounds may be present in bread through baker’s salt; the varieties described by Albert Heijn and PLUS list iodised salt. Check the ingredients of the roll you buy.

Are wholemeal rolls gluten-free?

No. ‘Wholemeal’ doesn’t mean gluten-free. The AH roll described contains wheat and gluten, while the PLUS multigrain rolls list several gluten-containing cereals. Check the latest ingredients and allergen information for each variety.

How do I prepare bake-at-home rolls for coffee?

Follow the instructions on the packaging for the exact variety. PLUS says to bake its multigrain rolls for 8–10 minutes in an oven at 220 °C or for 4 minutes in a preheated air fryer at 200 °C. Don’t assume these timings apply to other rolls.