Jordans adds more fruit and £600,000 support campaign

The changes will be flashed on pack and will feature in a heavy weight press campaign across weekend supplements and the lifestyle press through July, August and September.

Jordans will also be sampling 800,000 Frusli bars over the summer using a ‘Fruity Rickshaw’ sampling team at key locations including Wimbledon.

Carol Flint, Cereals Marketing Controller for Jordans Commented “Our research shows that consumers love the creamy crunchy clusters of Country Crisp, but the more fruit the better, so we are giving people more of what they want – 20% more fruit in every pack.”

Biggleswade-based Jordans has been making whole grain muesli and granola since the 1970s and launched the UK’s first cereal bar in 1979.

Today, the company’s flagship Country Crisp range is the no. 1 bestseller (worth £13.1 million) in the adult luxury cereals sub-sector of the category and their Frusli range is amongst the top 10 cereal bars sold in the UK (with sales worth £11.3 million).

Carol continues: “We have real expertise in creating natural whole foods going back over 30 years and are absolutely confident that our products deliver the best possible taste and quality in the market. It’s vital we always look at our range to ensure it offers the best possible taste experience, which is exactly what we have done here by adding more fruit.”

Jordans Country Crisp with more fruit is available to retailers from July.