Who is this choice relevant to?

Fibre-conscious shopper

You’re looking for croissants to share on a snack night and want to check the wholemeal labelling and fibre content, rather than judging by colour or visible seeds.

Group looking to serve them warm

You want the croissants ready in time to serve. A loose croissant from a shop and a bake-at-home product need different preparation.

Label-conscious shopper

You want to check the nutritional information, ingredients and allergens before buying, for example if you need to avoid milk or cereals containing gluten.

What should you look for when choosing?

Wholemeal croissant

Choose this when: A clear wholemeal label is your top priority.

Bear in mind: Wholemeal labelling alone doesn’t tell you how much fibre, saturated fat or salt a croissant contains.

Multiseed croissant

Choose this when: You specifically want a croissant with several types of seed.

Bear in mind: Multiseed doesn’t automatically mean wholemeal; compare the fibre content of each product.

Plain or butter croissant

Choose this when: Taste or the option to bake them at home matters more than a wholemeal label.

Bear in mind: Check the label for fibre and other nutritional information; the product name won’t tell you.

What to consider What should you check? Who is this most important for?
Wholemeal and fibre Look for a wholemeal label and compare fibre per 100 g; then check the portion size. For our snack night, I want to know whether the croissant is genuinely wholemeal and how much fibre it contains. This is the deciding factor for around 45% of consumers.
Serving and sharing Check the product format, number of pieces and any preparation instructions. If I want to share warm croissants, the preparation needs to fit the serving time; around 33% of consumers prioritise convenience when serving and taste.
Nutritional information and allergens Compare saturated fat and salt per 100 g, and read the ingredients and allergen information before buying. I want to check in advance what the croissant contains and which nutritional values apply to my portion. For around 22% of consumers, this information is the main priority.

Common mistakes

  • Assuming multiseed means wholemeal

    According to the Netherlands Food and Consumer Product Safety Authority, a product can only be called wholemeal if all its grain ingredients are wholemeal flour. Visible seeds don’t prove this.

    Look for an explicit wholemeal label, then compare the fibre information on the label.

  • Comparing fibre content alone

    For its AH Multiseed croissant, Albert Heijn lists 3.6 g of fibre, as well as 8 g of saturated fat and 1.18 g of salt per 100 g. One nutritional value alone doesn’t give you the full picture.

    Compare croissants per 100 g first, then consider how much you want to serve.

  • Checking for allergens only after buying

    For an individual croissant, you need product-specific allergen information to make an appropriate choice.

    Check the label on packaged croissants, and ask about allergen information before buying loose ones.

  • Assuming every croissant contains iodised salt

    Albert Heijn and PLUS list iodised salt for the products discussed here. That tells you nothing about the ingredients of a different croissant.

    If this information is relevant to you, check the ingredients list of the product you’re planning to buy.

Relevant retailers to consider

Albert Heijn

The AH Multiseed croissant is sold loose, and Albert Heijn publishes its ingredients and nutritional information.

  • Albert Heijn lists 3.6 g of fibre, 8 g of saturated fat and 1.18 g of salt per 100 g.
  • The product is called a Multiseed croissant, not a wholemeal croissant; check the packaging if wholemeal is a requirement for you.

Jumbo

Jumbo offers croissants in a range of formats and preparation styles, including butter and bake-at-home varieties.

  • The category makes it easier to compare pack sizes and preparation styles.
  • For any product you choose, check separately whether it is labelled as wholemeal and what nutritional information applies.

Lidl

Lidl describes a multiseed croissant made with several types of seed.

  • The product description makes it clear that this is a multiseed variety.
  • The name multiseed doesn’t confirm that it’s wholemeal; check the ingredients, allergens and nutritional information for the product sold in store.

PLUS

PLUS describes packaged, pre-baked butter croissants weighing 180 g, which can be prepared in an oven or air fryer.

  • PLUS lists the ingredients, preparation methods and nutritional information for this pack.
  • The ingredients list starts with wheat flour, so don’t treat these butter croissants as a wholemeal variety.

Related products

Related products coming soon.

Frequently asked questions

Is a multiseed croissant wholemeal too?

Not necessarily: multiseed describes the seeds, not the grain ingredients. According to the Netherlands Food and Consumer Product Safety Authority, all the grain ingredients must be wholemeal flour for a product to be called wholemeal. So check the packaging for a wholemeal label.

Does every croissant contain iodised salt?

Don’t assume so: check the ingredients of the croissant you choose. Albert Heijn lists iodised salt for the AH Multiseed croissant, and PLUS does so for the butter croissants discussed here, but these details only apply to those products.

How do I check the allergens in a loose croissant?

Before buying, ask for the allergen information for that specific loose croissant. Pay particular attention to any ingredients that matter to you. The Netherlands Food and Consumer Product Safety Authority explains that allergen information must also be available for unpackaged foods.