Jordans Muesli and Granola

Jordans is a heritage brand synonymous with wholesome, whole-grain breakfast cereals and granola. The brand's journey began in Biggleswade, Bedfordshire, where the Jordan family operated a milling business for over a century. In the 1970s, brothers Bill and David Jordan pioneered the introduction of granola to the British market after discovering the trend in the United States, positioning Jordans as a health-conscious alternative to traditional sugary cereals.

Today, Jordans is recognized for its commitment to the British countryside through the 'Jordans Farm Partnership,' ensuring that their grains are sourced from farms that dedicate land to wildlife conservation. While the brand has global reach and distribution, it maintains strong ties to its UK roots with significant production facilities still operating within the country.

Since 2013, Jordans has been a key part of the Associated British Foods (ABF) portfolio, following a phased acquisition. This ownership places Jordans under the same umbrella as other major international brands like Twinings and Ryvita, benefiting from ABF's extensive global supply chain and distribution network while maintaining its distinctive identity as a provider of natural, traditional cereal products.