Who is this choice relevant to?

Anyone sharing bread

You’re looking for a loaf that’s easy to serve with sweet or savoury toppings during or after the parade. Think about the size, whether it’s sliced, and what you’ll do with any leftovers.

Anyone looking for wholemeal sourdough

You don’t want to rely on a dark colour or rustic appearance alone. According to the Netherlands Nutrition Centre, wholemeal refers to the grain used; sourdough is a separate choice of preparation method.

Anyone checking labels for a group

You want to check which gluten-containing cereals and other allergens are listed before serving, as well as what the label says about salt and iodised salt.

What should you look for?

Start with the wholemeal label and the ingredients list. Then choose a serving style to suit your group. Before buying, check the current label and availability of the loaf you have in mind.

What to consider What to check when buying Who it matters to
Wholemeal Look for the wholemeal label and check which types of flour are listed in the ingredients. Compare fibre per 100 g if you’re weighing up specific loaves. If I specifically want wholemeal sourdough, I don’t want to rely on colour alone. Around 31% of consumers put checking that a loaf is wholemeal first.
Size and freshness Compare a large sliced loaf with a smaller loaf or baguette, and think about what you’ll do with any leftovers. For a shared meal with toppings, I want to serve enough slices without ending up with too much leftover bread. For around 31% of consumers, the serving style is the deciding factor.
Label Check the allergen information, any ‘may contain’ warnings, the salt content per 100 g, and whether iodised salt or baker’s salt is listed. When I’m buying for others, I need to be able to check the bread’s ingredients and allergens beforehand. Around 23% of consumers put checking the label first.
Availability Check whether your chosen loaf is available in your shop, and have a clearly labelled wholemeal alternative in mind. If I need the bread around the time of the parade, I don’t want to rely on just one hard-to-find variety. An estimated 15% of consumers prioritise availability and having a suitable alternative.

Common mistakes

  • Mistaking dark or multigrain bread for wholemeal

    A dark colour or a mix of grains doesn’t confirm that bread is wholemeal. The Netherlands Nutrition Centre distinguishes between wholemeal bread and bread that may also contain refined flour.

    Look for the wholemeal label on the product, then check the ingredients.

  • Assuming sourdough is gluten-free

    The wholemeal sourdough breads mentioned from PLUS contain gluten-containing cereals, including wheat and rye. The sourdough label doesn’t change those ingredients.

    Check the allergen information and any ‘may contain’ warning on the current packaging of the loaf you’re buying.

  • Leaving it until the last minute to order in-store bread

    Jumbo says its sourdough breads, baked in store, can’t be ordered online. Lidl says its rustic wholemeal sourdough bread is sold in store.

    Check your shop’s range in good time and choose a second loaf in advance that meets your wholemeal requirements.

  • Buying more fresh bread than you can use

    A large loaf gives you plenty of slices, but if you’re serving a small group you’ll need a plan for the leftovers.

    Choose a size to suit the number of people and freeze any leftover slices in portions.

Brands to consider

These brands offer different types of bread and ways to buy. Always compare the specific loaf: a wholemeal alternative isn’t necessarily sourdough too.

Albert Heijn

Albert Heijn lists AH OerDesem wholemeal Allinson as an unsliced or sliced 800 g loaf.

  • The product information lists 57% wholemeal wheat flour, 8.4% wholemeal wheat sourdough and 0.85 g salt per 100 g.
  • Albert Heijn notes that product information may change, so check the packaging when you buy.

Jumbo

Jumbo describes rustic sourdough breads baked in store, including wholemeal pumpkin sourdough.

  • According to Jumbo, these sourdough breads are left to rise for more than 24 hours.
  • Jumbo says they can’t be ordered online, so check which varieties are available in store.

PLUS

PLUS lists, among other options, a small wholemeal sourdough loaf with poppy seeds and a wholemeal baguette made with sourdough.

  • For the small loaf, PLUS lists 51% wholemeal wheat flour and 8% sourdough; the product page also provides the ingredients and allergen information.
  • Check the current product information and packaging, as details may vary at the time of purchase.

Lidl

Lidl lists a rustic wholemeal wheat sourdough loaf and also provides an ingredients and allergen list for its oven-fresh bread.

  • The product description mentions both wholemeal wheat and sourdough.
  • Lidl says this bread is only available in store; check the current ingredients information for the variety you choose.

ALDI

ALDI lists freshly baked wholemeal loaves as an alternative if wholemeal matters more to you than a specific sourdough variety.

  • According to ALDI, the wholemeal loaves in this range are made with 100% wholemeal flour.
  • Check the details of an individual loaf if you also want sourdough; the wholemeal label alone doesn’t confirm this.

Dirk

Dirk lists a fresh wholemeal bâtard loaf as an option if you’re looking for a wholemeal loaf in this shape.

  • The product name makes clear that it’s a wholemeal bâtard.
  • Don’t assume the loaf is sourdough based on its shape: check the label and ingredients of the loaf you choose.

Related Joybuy products

Related products will be available soon.

Frequently asked questions

Is sourdough bread automatically wholemeal?

No. Sourdough refers to a method of preparation using a starter, while wholemeal describes the flour used. So check for a wholemeal label and read the ingredients of the loaf you want to buy.

How should I store wholemeal sourdough after the parade?

Freeze any slices you won’t use soon in portions. According to the Netherlands Nutrition Centre’s storage guide, opened wholemeal sourdough keeps for 2–4 days in a kitchen cupboard and 1–3 months in the freezer. Check the bread’s appearance, smell and taste too.

Is ordinary wholemeal sourdough suitable for someone with coeliac disease?

Not if it contains gluten-containing cereals. The PLUS sourdough breads mentioned list these cereals in their ingredients. Check the current label every time you buy, and don’t rely on the word sourdough.

How can I check whether bread contains iodised salt?

Read the ingredients list for the loaf you’ve chosen and look for terms such as iodised salt or baker’s salt. For example, Albert Heijn lists iodised salt in AH OerDesem wholemeal Allinson. Check the packaging for the current ingredients.