Jordans Cereals

Jordans is a storied British breakfast cereal brand that essentially pioneered the granola category in the United Kingdom. The brand's roots go back to 1855, when the Jordan family began milling flour at Holme Mills in Biggleswade, Bedfordshire. However, the modern cereal business was officially founded in 1972 by brothers Bill and David Jordan. Inspired by a trip to California where they first encountered granola, they returned to England to create 'Crunchy G', the UK's first natural golden cluster granola.

Over the decades, Jordans expanded its product line to include popular items like Country Crisp, Frusli bars, and various mueslis, maintaining a strong commitment to natural ingredients and conservation. Since 1985, they have worked closely with British oat farmers to promote biodiversity. In 2007, the family began a transition of ownership by selling a stake to Associated British Foods (ABF). By 2013, ABF acquired full ownership, merging the brand with Ryvita to form The Jordans & Ryvita Company. Despite these corporate changes, the brand remains deeply tied to its British heritage, with its headquarters and primary manufacturing facilities still located in Biggleswade.