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Jordans (company)

W. Jordan (Cereals) Ltd
Partnership (privately owned)
Industry Food manufacturing
Founded 1855
Founder William Herbert Jordan
Headquarters Biggleswade, Bedfordshire, England, UK
Area served
Key people
Bill Jordan
David Jordan
Products Breakfast cereals
Number of employees
Slogan Family millers since 1855
Website Jordans Cereals

Jordans is a company that makes brands of crunchy oat and nut cereal (similar to muesli) based in Biggleswade in Bedfordshire.


  • History 1
  • Conservation efforts 2
  • Market share 3
  • Food contents 4
  • Product range 5
    • Cereals 5.1
    • Cereal bars 5.2
  • References 6
  • External links 7
    • News items 7.1
    • Audio clips 7.2


Holme Mills centre

Holme Mills on Langford Road in Biggleswade, situated next to the River Ivel, was bought by William Herbert Jordan in 1855. The mill burnt down in 1899. It produced flour until 1972, when W. Jordan (Cereals) Ltd, the present-day company, was formed. It is run by Bill and David Jordan, who are partners of the company. There is a factory shop in Langford, Bedfordshire. Its main product it started with, and still produces, is called Crunchy Oats, which is based on Granola.

In 1981, Waitrose began to stock their products. Also in 1981, Jordans began production of a breakfast/cereal bar called Original Crunchy. It now produces 4 different cereal bars including Frusli which contains 25% fruit, Breakfast Bars, Luxury Absolute Nut Bar and Original Crunchy Bars.[1] Luxury Bars were introduced in 2004.

Country Crisp was introduced in 1991.

In 2002, they formed the joint venture 'the Organic and Natural Food Company' with Yeo Valley Organic. It produced vending machines for schools filled with healthy food.

In April, 2003, it won a Queen's Awards for Enterprise.

In 2005, Bill Jordan was made a MBE.

In September, 2007, it sold 20% of its company to Associated British Foods (ABF), who make Ryvita.

As of 2015, Jordans packaging is made by Excelsior Technologies Ltd which is based in Deeside, North Wales.

Conservation efforts

Jordans use oats which are grown by Conservation Grade farmers around Britain who are paid a premium to create nature-friendly habitats on 10% of their farmed land.

Jordans also has its own Nature Reserve at Pensthorpe in Norfolk which is taking part in high profile projects to bring back the rare European Crane and safeguard British natives such as the red squirrel.

Similar to The Co-operative Group, the company is concerned about the rapid decline in the bee population. It started the Big Buzz campaign in May 2009, with the help of the British Beekeepers' Association and the Bumblebee Conservation Trust.

Market share

It is the UK's fourth largest cereals manufacturer after Kelloggs, Nestlé and Weetabix. 25% of their produce is exported, with France being an important market with half their exports going there where it is the country's best-selling muesli cereal. The brand leader of crunchy muesli in the UK is their Luxury Crunchy. They belong to the Association of Cereal Food Manufacturers, which is a member of the European Breakfast Cereal Association.

Food contents

Types of nut used in the food products include hazelnut, pecan, Brazil nut and almond.

Product range


  • Muesli (Fruit & Nut, Truly Fruity, Nut & Seed, Fruity Fibre, Natural, Organic, Super Berry)
  • Country Crisp - crunchy oat clusters (Strawberry, Raspberry, Honey, Chunky Nut, Dark Chocolate, Raisin)
  • Frusli - cereal/breakfast bar (Truly Tropical, Apple Sultana & Cinnamon, Raisin & Hazelnut, Cranberry & Apple, Red Berries, Blueberry Burst)
  • Crunchy Oats (Super Nutty, Raisin & Honey, Special Fruits & Nuts, Tropical and Super Berry Granola)
  • Porridge Oats (Chunky Traditional, Organic and Quick & Creamy)
  • Wheatgerm & Wheatbran

Cereal bars

  • Original Crunchy - Honey & Almond
  • Breakfast in a bar - cereal bar. Fruit & Nut, Cranberry & Raspberry, Maple & Pecan flavours.
  • Absolute Nut Luxury Bar
  • Absolute Berry bar


  1. ^

External links

  • Jordans Cereals Official Site
  • Jordans Big Buzz
  • Pensthorpe Conservation Trust
  • in May 2008Springwatch

News items

  • Bees in London in July 2009
  • Bees in June 2009
  • June 2009The Sun
  • 20% of company sold to ABF in September 2007
  • Upton Farm in May 2006
  • July 2005Independent

Audio clips

  • on 18 November 2006The Bottom Line'
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