February 23, 2011, 7:09 am

Jordans Cereals has launched Creations, a new blend of lightly toasted British oats and blended flavours and is sweetened only with honey and contains nothing artificial.

As market leaders in baked cereals Jordans believe this sector has huge growth potential and has decided to launch this new product to prove why it should be a top selling brand.

The launch of Creations is backed by a £6m marketing investment for the overall Jordans brand.

Jordans new Creations lightly toasted oat granola has been designed to meet consumer trends for natural and healthy products.

Made from British oats grown on Conservation Grade™ farms and rolled in honey for natural sweetness then blended with the finest ingredients the new cereals hope to prove popular with a wide range of consumers.

There are two variants, featuring combinations of complimentary flavours including; Juicy Cranberry & Golden Honey Creations, and Baked Apple & a hint of Cinnamon Creations.

Bill Jordan pioneered the launch of granola into the UK in 1972 and Jordans are now one of the biggest brand in baked cereals.

Jordans have achieved strong growth in premium granola; for example their Super Berry Granola is worth £2.4m & growing at 37% value growth yoy, demonstrating their ability to meet consumer needs in this segment.

The launch of Creations underlines Jordans drive for future growth within the baked cereals segment, which is currently worth £35.1m.

Rob Lemon, Senior Category Manager, commented:

“The baked segment is one of the fastest growing sectors in the category.

“Consumer and category insight show there is a significant opportunity to grow this sector by tapping into the current consumer demands for premium, high quality breakfast cereals with natural goodness.

“Creations delivers this through its perfect flavour combinations and absolutely nothing artificial.

“Jordans is already a brand leader in this sector with the highest penetration. Creations will be a serious driving force to boost the category which we think could be worth more than £50m by 2014.”

When researching the new product, Jordans Creations showed positive results on packaging, uniqueness, trial and repeat.

Hoping to also offer stand out on shelf, the range is supplied in new packaging and photography that reflects the signature ingredients of each variant.

Rob Lemon continued: “We focused our research and planning into creating a brand that genuinely responds to consumer needs.

“Creations gained strong consumer endorsement for both trial and repeat purchase in research.

“We are confident that Creations will add value to the category.”

The launch of Creations is backed by a £6m marketing investment for the overall Jordans brand which includes in-store and shopper activity, consumer sampling, PR and digital activity.

Jordans Creations is available in supermarkets nationwide in March 2011, both with an RRP of £3.49 for 500g.


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