Who is this choice relevant to?

Fibre-conscious coffee drinkers

You’re looking for crisp toast to enjoy with your coffee and want to check whether it’s made entirely from wholegrains and how much fibre it contains.

Nutritional value comparers

You look beyond the ‘wholemeal’ label and compare salt, sugar and fat per 100 g before choosing toast for regular use.

Households with ingredient requirements

You want to know which grains and allergens the toast contains before buying, and whether the packaging lists any possible traces.

What should you look for when choosing?

If wholemeal is a must, start by checking the grain ingredients. Then compare nutritional values on the same basis and read the allergen information on the pack you’re buying.

What to look for What to check when buying Who it matters to
Wholegrains and fibre Check whether the grain ingredient is made entirely from wholemeal flour and compare fibre per 100 g. For a quick coffee break, I want toast whose grain base and fibre content I can assess. Around 42% of consumers prioritise this.
Salt, sugar and fat Compare all three values per 100 g. For your own use, also consider how much toast you eat and what you put on it. If I eat toast regularly, I don’t want to choose based on fibre alone; I also want to weigh up the other nutritional values. Around 33% of consumers put this consideration first.
Allergens and ingredients Read the current allergen and possible traces information. Check the ingredients list if the use of baker’s salt is relevant to your choice. In a household with specific ingredient requirements, I want to know what the toast contains and which traces may be present before buying. This check is the top priority for around 25% of consumers.

Common mistakes

  • Assuming a percentage of wholemeal flour means the toast is entirely wholemeal

    An ingredients list that includes both wheat flour and wholemeal wheat flour describes a different grain base from one that contains only wholemeal flour. That difference matters if entirely wholemeal toast is a requirement for your purchase.

    Read the ingredients list and check what proportion of the grain ingredient is wholemeal flour.

  • Comparing fibre content alone

    According to Jumbo’s product information, the toast varieties mentioned also differ in salt, sugar and fat per 100 g.

    Compare these values on the same basis and consider how much toast you eat and what you put on it.

  • Skipping the allergen check when buying again

    The varieties mentioned contain gluten-containing grains. The information about sesame, soya and possible traces differs from product to product.

    Check the current allergen information on the packaging every time you buy.

  • Assuming baker’s salt is used

    According to the Netherlands Nutrition Centre, using baker’s salt is not compulsory. So you can’t tell whether it has been used just from the fact that a product is toast.

    Check the ingredients list if baker’s salt is relevant to your comparison.

Brands and varieties compared

The differences below apply to the toast varieties mentioned, not to each brand’s entire range.

Van der Meulen Melba

Thin Melba Wholemeal Toast for anyone looking for crisp toast to enjoy with coffee or a topping.

  • For this variety, Jumbo lists 9.7 g of fibre, 5.3 g of fat, 3.2 g of sugar and 1.9 g of salt per 100 g.
  • The product information lists wheat, barley, rye, sesame and soya as allergens.

Jos Poell

Wholemeal Toast with 10 g of fibre per 100 g, according to Jumbo.

  • The product information lists 1.64 g of salt per 100 g.
  • It also lists 11 g of fat and 7.2 g of sugar per 100 g. The toast contains wheat and gluten; traces of egg, milk, soya and sesame may be present.

Sansepolcro

Toast that lists wholemeal flour as one of its ingredients, making it different from an option whose grain base is entirely wholemeal flour.

  • For this variety, Albert Heijn lists 8 g of fibre and 1.25 g of salt per 100 g.
  • The ingredients list includes wheat flour alongside 36% wholemeal wheat flour. So don’t use this variety as an equivalent option when comparing entirely wholemeal toast.

Joybuy products

Related products will be available soon.

Frequently asked questions

How can I check whether toast is entirely wholemeal?

Read the grain ingredients listed on the packaging. If entirely wholemeal toast is a must, check that the grain ingredient consists solely of wholemeal flour rather than a combination of wholemeal flour and regular flour.

Which of the two wholemeal toast varieties mentioned contains more fibre?

According to Jumbo’s product information, Jos Poell Wholemeal Toast contains 10 g of fibre per 100 g, compared with 9.7 g per 100 g for Van der Meulen Melba Wholemeal Toast. Check the current nutritional information on the packaging when you buy.

Does wholemeal toast automatically contain iodine from baker’s salt?

No, you can’t assume baker’s salt has been used: according to the Netherlands Nutrition Centre, its use is not compulsory. Check the label to see whether baker’s salt is listed as an ingredient.