Bread in Norway. Not everyone knows what they are eating

Stores offer a wide selection of bread with varying degrees of milling. Some consumers use the bread scale shown on packaging. The circular label indicates how whole grain the product is.

However, not everyone finds it clear enough. According to the survey, almost one in three respondents has trouble assessing whether a given product is healthy.

The Norwegian Directorate of Health points out that whole grain consumption in Norway is too low. The recommendation is at least 90 grams of whole grain per day, which is about four slices of whole grain bread.

Meanwhile, the average intake is 56 grams per day. This data is also confirmed by the Nordic Nutrition Report published in December. The document shows a decrease in the number of bread slices consumed.

Clinical dietitian Tine Sundfør points to growing consumer confusion. She notes that some people are giving up bread due to the debate about ultra-processed foods.

Some very whole grain breads contain technological additives, such as enzymes. These substances help the dough rise. As a result, the ingredient list on the packaging is longer.

Experts emphasize that the appearance of bread can be misleading. Sometimes, products that look whole grain contain only a small proportion of whole grain flour, even as little as 13 percent.

Information about ingredients and milling degree can be found on the labels. These are the main source of information for consumers standing in front of the bread shelf.