Households comparing fibre content
You’re looking for wholemeal bread for everyday toast and want to compare the fibre listed on the label, rather than relying on the product name alone.
Who is this choice for?
Fans of easy-to-make toast
You want slices that suit the way you toast your bread and spread your jam. It comes down to choosing between a soft texture, the crumb of fresh bread or a satisfying crunch.
Shoppers who pay attention to ingredients
You compare flours, sugars, salt and allergens before choosing a loaf. Check these details on the specific product you’re planning to buy.
Which factors should you prioritise?
For wholemeal toast with jam, start by choosing the texture you prefer, then compare the labels of products in that format.
| Factor | What to check | Who is it for? |
|---|---|---|
| Fibre and flour | Compare the fibre per 100 g and the proportion of wholemeal flour, if stated. | For my everyday toast, I want to know what’s in the bread beyond its name. Around 42% of consumers would prioritise fibre and the amount of wholegrains in the recipe. |
| Slice and texture | Check whether the bread is pre-sliced, the size of the slices and the format you want: soft, fresh or toasted. | If I toast my bread before adding jam, the shape and sturdiness of the slice matter just as much as its texture. Format would be the top priority for around 33% of consumers. |
| Ingredients and allergens | Check the ingredients, sugars and salt per 100 g, as well as the allergens listed on the packaging. | If I need to avoid an ingredient or prefer a particular recipe, the word ‘wholemeal’ doesn’t answer my question. Around 25% of consumers would put ingredients and allergens first. |
Common misconceptions to avoid
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Assuming all bread labelled ‘wholemeal’ has the same recipe
The Carrefour Classic’ sandwich loaf reviewed contains 66% wholemeal wheat flour, compared with 31% in the Carrefour loaf made with wholemeal flours that was also reviewed. The latter also contains other cereals. These percentages apply to those two products, not to every loaf in these categories.
Compare the ingredients list and fibre per 100 g on the loaves you’re actually considering.
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Choosing crispbread based on the word ‘wholemeal’ alone
A crunchy format doesn’t tell you everything about its nutritional values. The Auchan Bio crispbread reviewed contains 7.6 g of fibre and 1.4 g of salt per 100 g.
Compare the values per 100 g, then consider how many slices you have with your toast.
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Confusing ‘no added sugars’ with ‘sugar-free’
The Epi d’Or wholemeal sandwich loaf labelled ‘no added sugars’ also contains naturally occurring sugars and lists 3.4 g of sugars per 100 g. Its ingredients list includes wheat gluten.
Check the sugar claim, nutritional information and allergens list separately.
Brands to compare across formats
Carrefour
The products reviewed include a sliced wholemeal sandwich loaf and a sliced loaf made with wholemeal flours.
- Their ingredients lists let you compare the cereals used and the stated proportion of wholemeal flour.
- The proportion of flour differs between these two loaves, so check the details for each product.
E.Leclerc
The Epi d’Or range reviewed includes two wholemeal sandwich loaves with thick slices, one of which is labelled ‘no added sugars’.
- E.Leclerc lists 6.8 g of fibre per 100 g for the standard version reviewed and 5.7 g for the ‘no added sugars’ version.
- The sugar claim doesn’t replace checking the total sugar content or the allergens.
Auchan
The products reviewed cover two distinct formats: a fresh wholemeal loaf and crispbread made with wholemeal flour.
- The T150 fresh loaf reviewed lists T150 wheat flour, water, sourdough starter, salt and yeast. Auchan Bio crispbread lists its nutritional values per 100 g and per 20 g.
- The recipe for this fresh loaf doesn’t describe the recipes of other fresh loaves from the retailer.
Monoprix
The Monoprix product pages reviewed feature pre-sliced Bjorg organic wholemeal breads, including rye and three-cereal varieties.
- Monoprix lists 10.2 g of fibre per 100 g for the Bjorg wholemeal rye bread reviewed.
- Both products contain gluten; the three-cereal variety also contains sesame.
Aldi
Aldi lists wholemeal sandwich bread among the formats in its sandwich bread range.
- This format is worth considering if you’re looking for soft slices to spread with jam.
- To compare a specific product, check its ingredients and nutritional information on the packaging.
An option for crunchy toast
This Joybuy selection features crispbread for anyone who prefers a crunchy bite to the soft crumb of sandwich bread or a fresh loaf.
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KRISPROLLS Swedish Rusk Complete Nature Unsweetened, 240 g
This crunchy format is a good choice for jam on toast if you don’t want a soft crumb. The pack contains 240 g. Check the slice size and the allergens listed on the packaging if these are important to your choice.
Frequently asked questions
How can you compare the fibre content of two wholemeal breads?
Check the fibre per 100 g on each pack, then compare the ingredients list and the proportion of wholemeal flour, if stated. E.Leclerc lists 6.8 g of fibre per 100 g for the Epi d’Or wholemeal sandwich loaf reviewed, while Monoprix lists 10.2 g for the Bjorg wholemeal rye bread reviewed. These figures apply to those specific products only.
Which format should you choose for jam on toast?
Choose the texture you prefer: a soft slice of sandwich bread, the crumb of fresh bread, the crunch of crispbread or a denser slice of rye. To compare two products in the same format, check their ingredients and nutritional values next.
How should you store wholemeal bread after opening?
Follow the storage instructions on the packaging. For the Bjorg wholemeal rye bread reviewed, Monoprix recommends storing it in an airtight container for 5 to 6 days after opening, in the fridge if possible. This guidance doesn’t automatically apply to other breads.
Is wholemeal bread always gluten-free?
No. The Bjorg and Carrefour wholemeal wheat or rye breads reviewed contain gluten; the Bjorg three-cereal bread also contains sesame. If you need to avoid an allergen, check the labelling of the specific product rather than relying on the word ‘wholemeal’.