I don't think it's 100% whole wheat. It does seem to be better quality than anything else you'll find out there, though.

I'm very picky about bread and Bateel's isn't too bad. Better than Bateel's, though, is Pauls. They definitely have whole grain breads - probably 100%, or close to it. You'll find Pauls in Villaggio and Landmark; it's a cafe & bread shop.