Jordans Cereal

Jordans is a pioneering British cereal brand founded in 1855, known specifically for its commitment to whole grain products and the invention of granola-style 'Crunch' in the UK. The brand operates out of Holme Mills in Biggleswade, Bedfordshire, where the Jordan family originally started their milling business.

Starting in the late 20th century, the brand gained significant recognition for its 'Conservation Grade' farming practices, supporting biodiversity in British agriculture. Today, it remains a leader in the premium breakfast cereal market, focusing on granola, muesli, and cereal bars made with natural ingredients.

In 2007, the brand underwent a significant ownership change through the formation of a joint venture between the Jordan family and ABF. By 2013, it became fully integrated into the Associated British Foods portfolio, where it remains part of the Jordans Dorset Ryvita subsidiary. The cereal continues to be produced primarily in the UK for global export.