Who is this choice relevant to?

If you only need a little bread

You’re buying bread for a few meals. The loaf size and what you can do with any leftovers can help determine your choice.

If you’re looking for both wholemeal and sourdough

You want to be able to identify both characteristics from the product description and ingredients, rather than relying on the colour or a rustic appearance.

If you read labels carefully

You want to check which salt has been used and which allergens are listed. For bread sold loose, you can check the shop’s product information.

What should you look for when choosing?

If you’re buying a small amount, first check that the bread is labelled wholemeal and that sourdough is listed. Then choose a loaf size and way of buying that suit when and how much bread you need.

What to look forWhat should you check?Who is it important for?
Genuine wholemeal Look for the label ‘wholemeal’; also check that sourdough appears in the ingredients. If I specifically want wholemeal sourdough, I don’t want to have to rely on a dark colour. Around 29% of consumers would put certainty that bread is wholemeal first.
Loaf size and way of buying Compare whole, half and small loaves; check whether your chosen option is available in your shop or online. If I only need bread for a few meals, I want to be able to buy the right amount straight away. Around 29% of consumers would prioritise a suitable size and immediate availability.
Storage Choose a smaller amount if you don’t freeze bread, or check that you can divide a whole loaf into portions and freeze it straight away. If I won’t get through it quickly, I want to avoid having bread left over without a storage plan. Around 24% of consumers would be most concerned about reducing waste.
Salt and allergens Check the ingredients for bakers’ salt or iodised salt, and check the allergen information for the specific loaf. If bread is an important source of iodine in my diet, or I need to avoid certain ingredients, the label needs to give me a clear answer. For around 18% of consumers, this information would determine their first choice.

Common mistakes

  • Mistaking dark sourdough for wholemeal

    Sourdough, seeds and a dark crust do not, by themselves, tell you whether the bread is labelled wholemeal.

    First look for ‘wholemeal’ in the product description, then check the ingredients to see whether sourdough has been used.

  • Assuming all sourdough contains iodised salt

    According to the Netherlands Nutrition Centre, using bakers’ salt in bread is not compulsory. The type of bread alone therefore won’t tell you which salt has been used.

    If bread is an important source of iodine in your diet, check the ingredients for bakers’ salt or iodised salt. For bread sold loose, ask for the product information.

  • Buying a whole loaf without a storage plan

    If you’re buying a small amount, a whole loaf may be more than you’ll use in the short term.

    Choose a small or half loaf, or freeze a whole loaf in portions straight after buying it, following the storage advice from the Netherlands Nutrition Centre.

  • Expecting to find a shop-baked option everywhere

    Jumbo says its rustic sourdough loaves aren’t available to order online. Lidl says its fresh bread range may vary from one store to another.

    Check what your chosen store has available before setting off for a particular option.

Relevant brands and bread ranges

These bread ranges show the differences in loaf size, ingredients and ways of buying that you may come across. Check the latest information for the option you choose.

AH Liefde & Passie / AH OerDesem

Albert Heijn lists both a Dutch sourdough wholemeal loaf and AH OerDesem wholemeal Allinson bread.

  • The OerDesem Allinson option is a sliced whole loaf weighing 800 g. Albert Heijn lists, among other ingredients, 8,4% wholemeal wheat sourdough and iodised salt.
  • For a small amount, this size calls for a storage plan; Albert Heijn says you can freeze it on the day you buy it.

Jumbo desem

Jumbo describes rustic, shop-baked sourdough loaves, including a wholemeal and pumpkin option.

  • The shop-baked range is a good option if you want to buy your bread in store.
  • Jumbo says these sourdough loaves aren’t available to order online; check the specific option in your local shop.

PLUS Korenlanders

The Korenlanders range at PLUS includes a small wholemeal sourdough loaf with poppy seeds and a wholemeal sourdough baguette.

  • The small poppy seed loaf weighs 300 g; PLUS lists 51% wholemeal wheat flour, 8% sourdough and bakers’ salt.
  • Check the allergens for each option. The wholemeal sourdough baguette lists wheat, rye, barley and spelt, among other ingredients.

Lidl ovenvers brood

Lidl includes a rustic wholemeal wheat sourdough loaf in its in-store range.

  • Lidl describes this sourdough option as a wholemeal wheat sourdough loaf.
  • Lidl says this option is only available in store and that its fresh range may vary from one store to another.

ALDI dagvers brood / Bakkersgoud

ALDI lists freshly baked wholemeal loaves in half and whole sizes.

  • A half loaf may be a suitable size if you’re buying a small amount.
  • The wholemeal label doesn’t confirm that a particular option is made with sourdough; check the ingredients to find out.

Bakker van der Akker bij Dirk

Dirk lists a wholemeal batard and other wholemeal loaf sizes under this name.

  • The wholemeal batard gives you a specific wholemeal product to compare with your preferred loaf size.
  • If you’re specifically looking for sourdough, don’t rely on the name of this batard; check the ingredients or ask in store.

Bread at Joybuy

This 550 g round loaf is an option if you can use a larger size. Before choosing it as wholemeal sourdough, check the latest product description and ingredients: the English name alone doesn’t confirm that the bread meets your preference for both wholemeal and sourdough.

Lekhaven Bakkerij Whole Wheat Country Round Bread, 550 g

Lekhaven Bakkerij Whole Wheat Country Round Bread, 550 g

At 550 g, this loaf calls for a plan for anything you won’t use straight away if you’re buying a small amount of bread. Before choosing it as wholemeal sourdough, check the current packaging for the wholemeal label, ingredients and preparation instructions.

View at Joybuy

Frequently asked questions

Is all sourdough wholemeal?

No. Sourdough describes how bread is made, not necessarily the flour used. For wholemeal bread, look for the label ‘wholemeal’; according to the Netherlands Nutrition Centre, this label confirms that the bread is wholemeal.

Does sourdough always contain iodised bakers’ salt?

No. According to the Netherlands Nutrition Centre, bakers’ salt isn’t compulsory when baking bread. If bread is an important source of iodine in your diet, check whether bakers’ salt or iodised salt is listed in the ingredients.

How should I store wholemeal sourdough if I only need a little?

Ideally, freeze any bread you won’t use soon in portions straight after buying it. The Netherlands Nutrition Centre says opened wholemeal sourdough keeps for 2–4 days in a kitchen cupboard or 1–3 months in the freezer.

Can I choose wholemeal sourdough if I need to avoid gluten?

Don’t assume that wholemeal sourdough is gluten-free. For example, the PLUS wholemeal sourdough baguette lists wheat, rye, barley and spelt. Check the latest allergen information, and only choose a product expressly labelled gluten-free if you need to avoid gluten.

Can I order shop-baked sourdough online?

It depends on the retailer and the option. Jumbo says its rustic, shop-baked sourdough loaves aren’t available to order online; Lidl says its fresh bread range may vary from one store to another. So check how you can buy the loaf you want.