Who is this choice relevant to?

Fibre-conscious sweet-breakfast eaters

You want to choose bread for a sweet breakfast based on the ‘wholemeal’ label and its fibre per 100 g, not just its colour or name.

Households weighing up sweet toppings

You might use jam, honey, chocolate sprinkles or fruit, and want to consider both the bread and the topping when making your choice.

Bread buyers with specific ingredient or storage needs

You check allergens or the type of salt used, or look for an amount of bread that suits how much your household gets through.

What should you look for when choosing?

Start with the ‘wholemeal’ label, then compare the nutritional information for specific loaves. Next, consider the topping, ingredients and how much bread you’ll use.

What to consider What to check when buying Who it matters to
Wholemeal and fibre Look for ‘wholemeal’ and compare the fibre per 100 g. According to the Netherlands Nutrition Centre, wholemeal bread is made from 100% wholemeal flour. If I use sweet toppings, I want to know that the bread itself is wholemeal and how much fibre it contains. This is the main consideration for around 33% of consumers.
Sweet toppings Check the nutritional information and ingredients of the topping separately from those of the bread. I enjoy jam or chocolate sprinkles, but I also want to choose my topping mindfully rather than looking only at the bread. Around 27% of consumers give priority to this consideration.
Allergens and type of salt Read the allergen information for the exact variety. If you’re interested in the type of salt, check whether ‘baker’s salt’ or ‘iodised salt’ is listed in the ingredients. When certain ingredients matter to me, I want to be able to check them before buying. This is the most important consideration for around 20% of consumers.
Size and storage Choose an amount you can finish or freeze in portions. According to the Netherlands Nutrition Centre, wholemeal bread keeps for 2–4 days in a kitchen cupboard and 1–3 months in the freezer. If we don’t eat bread every day, I want to avoid leaving a whole loaf uneaten. This is the biggest consideration for around 20% of consumers.

Common mistakes when choosing

  • Assuming dark or multigrain bread is automatically wholemeal

    The colour and number of grain types won’t tell you whether the bread is made from 100% wholemeal flour.

    Look for the ‘wholemeal’ label, then compare the fibre content of the specific variety. The Netherlands Nutrition Centre distinguishes between wholemeal and brown bread.

  • Overlooking the sweet topping

    Choosing wholemeal bread doesn’t change the ingredients or nutritional value of jam, honey or chocolate sprinkles.

    Consider the bread and topping as separate products, and vary your toppings as you like – for example, with fruit.

  • Assuming every loaf contains baker’s salt

    According to the Netherlands Nutrition Centre, bakers aren’t required to use baker’s salt. The type of salt can therefore vary from loaf to loaf.

    Read the ingredients if this matters to your choice, and ask which salt has been used when buying unpackaged bread.

  • Buying a whole loaf without a storage plan

    If you don’t eat much bread, the remaining slices may be left uneaten.

    Choose a size that suits how much you eat, or freeze portions after buying. According to the Netherlands Nutrition Centre, wholemeal bread keeps for 2–4 days in a kitchen cupboard and 1–3 months in the freezer.

Brands to compare

Albert Heijn

Offers packaged wholemeal bread, including AH Extra lang lekker Zaans volkoren heel.

  • Albert Heijn lists 6.9 g of fibre and 0.9 g of salt per 100 g for this variety.
  • Check the packaging of your chosen variety for up-to-date ingredients, nutritional values and allergen information.

Jumbo

Offers fine wholemeal bread and multigrain wholemeal bread, among other varieties.

  • Jumbo lists 7.6 g and 7.8 g of fibre per 100 g for these two products respectively.
  • Ingredients and allergen information vary by variety, so check the exact packaging.

PLUS

Offers wholemeal bread in several varieties, including PLUS Boeren volkoren heel and a sourdough wholemeal baguette.

  • PLUS lists 6.7 g of fibre and 1.03 g of salt per 100 g for Boeren volkoren heel.
  • For other varieties, check the nutritional information and ingredients again.

Dirk

Offers Bakker van der Akker Boeren Extra vezels volkoren heel, among other products.

  • The product name makes this wholemeal variety easy to identify if you want to compare the fibre content of different loaves.
  • Compare the fibre value in the nutrition table: the words ‘Extra vezels’ alone don’t tell you how much fibre there is per 100 g.

ALDI

Offers a product called Extra vezelrijk volkorenbrood Heel, among other options.

  • The product name makes this variety easy to identify if you want to compare the fibre content of wholemeal breads.
  • Use the nutrition table on the packaging to assess the fibre and salt values of your chosen loaf.

Lidl

Offers Fijn volkoren for anyone looking for a finer-textured bread, among other options.

  • Lidl lists a pack size of 800 g for Fijn volkoren.
  • Check the packaging for nutritional information. For freshly baked bread, refer to the ingredients and allergen information for the variety in question.

A wholemeal bread option on Joybuy

This wholemeal flatbread is an option if you’re looking for something different from a sliced loaf for a sweet breakfast. Check whether its shape works with the topping you want to use.

Souq Lebanese Bread Whole Wheat, 6 P

Souq Lebanese Bread Whole Wheat, 6 P

A flatbread for anyone who’d rather not use a sliced loaf for a sweet breakfast; decide whether it works with your chosen topping.

If you have an allergy, check the packaging for wheat and gluten, as well as any warnings about soya or milk. Also check the type of salt used if that matters to your choice.

View on Joybuy

Frequently asked questions

Is brown bread the same as wholemeal bread?

No. According to the Netherlands Nutrition Centre, wholemeal bread is made from 100% wholemeal flour, while brown bread is a mixture of wholemeal flour and white flour. So don’t choose by colour alone – look for the ‘wholemeal’ label.

Does bread in the Netherlands have to be made with iodised baker’s salt?

No. According to the Netherlands Nutrition Centre, bakers aren’t required to use baker’s salt. Check the ingredients of packaged bread, or ask which type of salt has been used for unpackaged bread.

Can I eat jam or chocolate sprinkles on wholemeal bread?

Yes, but assess the topping separately from the bread. The ‘wholemeal’ label tells you about the bread, not the ingredients or nutritional value of the jam or chocolate sprinkles.

What should I do if I can’t finish a wholemeal loaf quickly?

Freeze the slices you won’t use soon in portions. According to the Netherlands Nutrition Centre, wholemeal bread keeps for 2–4 days in a kitchen cupboard and 1–3 months in the freezer; also follow the storage instructions on the packaging.

Is wholemeal bread automatically gluten-free or allergen-free?

No. Wholemeal bread may contain gluten-containing grains and other ingredients that could be relevant to you. For example, PLUS lists wheat, rye, barley and spelt in its sourdough wholemeal baguette. If you have an allergy or coeliac disease, always read the ingredients and allergen information for the exact variety.