Who is this choice relevant to?

Budget-conscious bread shopper

You buy bread regularly and want to choose a size you can finish. Fresh wholemeal bread is also an option if sourdough isn’t a requirement for you.

Label-conscious wholemeal shopper

You want to check the wholemeal labelling and ingredients, rather than judging by the colour or crust. According to the Netherlands Food and Consumer Product Safety Authority, the grain content of a product sold as wholemeal must consist entirely of wholemeal flour.

Sourdough lover who can visit a shop

You’re looking for a loaf that lists sourdough and are happy to visit a physical shop if needed. Jumbo says its sourdough loaves, baked in store, cannot be ordered online.

What should you look for when choosing?

Start with the wholemeal labelling and ingredients. Then decide whether sourdough is a must-have for you and which loaf size suits your needs.

What to consider What to check before buying Who is this important to?
Portions and waste Check the loaf’s weight and choose a size you can finish or freeze in portions. If I buy bread often, I don’t want to keep throwing some of it away. Reducing waste is the top priority for around 40% of consumers.
Wholemeal and ingredients Read the wholemeal labelling, the full ingredients list and the allergen information for the variety you’ve chosen. When choosing, I want to be able to check which grains and other ingredients are in my bread. This is the most important consideration for around 30% of consumers.
Sourdough and availability Check whether sourdough is listed in the ingredients and whether you can buy the variety in store or order it. I specifically want sourdough bread and need to know where to buy it. Around 30% of consumers prioritise this combination.

Common mistakes

  • Assuming a dark crust means the bread is wholemeal

    A rustic appearance or seeds on the bread don’t tell you whether its grain content consists entirely of wholemeal flour. The Netherlands Food and Consumer Product Safety Authority links the term ‘wholemeal’ to this composition.

    Look for the wholemeal labelling and read the ingredients for the exact variety you’re buying.

  • Assuming sourdough bread can be delivered

    Jumbo says its sourdough loaves, baked in store, cannot be ordered online. Lidl describes its Rustic wholemeal sourdough bread as available in store only.

    Before visiting a shop, check how you can buy the variety you want.

    A trip to the shop takes extra time, even if the variety you want isn’t in stock when you get there.

  • Choosing a loaf size you can’t finish

    According to the Netherlands Nutrition Centre, bread is among the foods that are often wasted. So even if you’re on a tight shopping budget, it’s worth thinking about how much you use each day.

    Choose a suitable size or freeze the bread in portions straight away.

  • Confusing sourdough with allergen information

    The term sourdough doesn’t tell you which allergens a loaf contains. The Netherlands Food and Consumer Product Safety Authority says that allergens which must be declared have to be listed in the ingredients.

    Check the latest allergen information on the packaging every time you buy it.

Brands to consider

These brands offer different options, from a sourdough product with detailed information to fresh wholemeal bread. Always check the details of the variety you actually choose.

Albert Heijn

The Liefde & Passie range offers an example of wholemeal sourdough bread with ingredients information available online.

  • The product information for Dutch wholemeal sourdough lists a weight of 600 g, wholemeal wheat flour and 9.6% wholemeal wheat sourdough.
  • Albert Heijn marked this specific variety as no longer available in its range. Check the label again if you choose an alternative.

Jumbo

An option if you want to explore sourdough bread that’s baked in store.

  • Jumbo lists a wholemeal sourdough and pumpkin seed variety, and says its rustic sourdough breads are left to rise for more than 24 hours.
  • Jumbo says its loaves baked in store cannot be ordered online. Check the ingredients of your chosen variety in store.

Lidl

An in-store option, with a product Lidl calls ‘Rustic wholemeal sourdough bread’.

  • Lidl describes this product as wholemeal wheat sourdough bread.
  • Lidl says it’s available in store only. Check the latest ingredients information on the packaging you choose.

ALDI

An option for fresh wholemeal bread if sourdough isn’t a must-have.

  • ALDI says its wholemeal breads are made with entirely wholemeal flour.
  • Check the ingredients of each variety if you’re specifically looking for sourdough.

PLUS

A brand with wholemeal breads and Korenlanders sourdough products, including a smaller loaf.

  • PLUS displays an ingredients list online for Korenlanders Small Wholemeal Sourdough with Poppy Seeds.
  • The list names 51% wholemeal wheat flour, as well as other grain ingredients. If the composition is important to your choice, read the full information on the current packaging.

Dirk

An in-store option for exploring wholemeal bread and sourdough bread as separate categories.

  • Dirk features both categories in its bread range.
  • For a specific loaf, check the wholemeal labelling separately and see whether sourdough is listed in the ingredients.

Related products at Joybuy

Related products coming soon.

Frequently asked questions

How can I tell if a loaf is sold as wholemeal?

Look for the wholemeal labelling and read the ingredients on the current packaging. According to the Netherlands Food and Consumer Product Safety Authority, the grain content of a product sold as wholemeal must consist entirely of wholemeal flour; a dark colour or seeds don’t prove that it does.

Does sourdough mean that a loaf is wholemeal?

No. Sourdough and wholemeal describe different characteristics. The Netherlands Nutrition Centre lists sourdough as a raising agent for bread; you should also check the wholemeal labelling and types of flour used separately.

How should I store wholemeal sourdough bread if I won’t eat it all straight away?

You can freeze it in portions. For opened wholemeal sourdough bread, the Netherlands Nutrition Centre recommends storing it for 2–4 days in a kitchen cupboard or 1–3 months in the freezer; follow the instructions on the packaging too.

Where can I find allergen information for sourdough bread?

Check the allergen information alongside the ingredients on the packaging you’ve chosen. The Netherlands Food and Consumer Product Safety Authority says allergens which must be declared have to be clearly identified in the ingredients list; the word ‘sourdough’ doesn’t replace this check.

Does every loaf contain iodised salt?

Don’t assume so without checking the label. Check which type of salt is listed in the ingredients of the bread you choose.