Jordans

Jordans is a British cereal brand from Biggleswade in Bedfordshire. In the summer of 1969 the brothers Bill and David Jordan travelled to California, discovered granola and decided to bake it themselves. In 1972 they launched Crunchy, which the company calls the UK's first natural golden cluster granola. In 1981 followed the first cereal bar in the UK, the Original Crunchy Bar.

Range

• Granola and crunchy clusters
• Muesli and porridge oats, including protein oats
• Frusli and other cereal bars

Farming and ownership

For more than 35 years Jordans has worked with oat farmers who leave space for wildlife on their land, organised as the Jordans Farm Partnership; over half of these farmers are within 50 miles of the bakery in Biggleswade. Jordans has been part of Associated British Foods (ABF), headquartered in London, since June 2008 and operates together with Ryvita as The Jordans & Ryvita Company. It is therefore a subsidiary of a large listed group, not an independent family firm.