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20 Jul 2005
Jordans' long running cereal
Supplier: W. Jordan (Cereals) Ltd
More W. Jordan (Cereals) Ltd details
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Cereal manufacturer Jordans will be celebrating 150 years as a family run business during 2005.
Started in 1855 when the first Mr. William Jordan (there being several others in the family line) rented the mill which the company still calls home - he subsequently bought it - the company's connection with the health food industry began with William Jordan the sixth.
While visiting the United States in the late 1960's he became inspired by the growth of the wholefood movement and - having discovered a crunchy breakfast cereal known as Granola, which was made by toasting honey and oats together with other natural ingredients - became convinced that the idea would go down well in Britain.
Once back home, he and his brother David and an engineer friend designed a basic processing plant to make the new cereal, and 'The Original Crunchy G' was born.
In 1973 the company was the first to print 'no artificial ingredients' on its packaging and it was one of the first to add organic products to its range. It also started the cereal bar concept in Europe with the launch of its Original Crunchy Bar in 1980.
A further Jordans innovation was the introduction of freeze-dried fruit to cereal and the launch of the first ready-to-eat oat bran cereal.
Now the largest UK-owned breakfast cereal manufacturer, the Biggleswade, Bedfordshire-based company produces a wide range of natural breakfast cereals and snack bars, all of its products being additive and GM-free, low in salt, and without such processing aids as vitamin fortification or irradiated ingredients.
It also has a long-standing commitment to British farming, with cereals grown to Conservation Grade farming standards. This is an independently audited farming system which it has been proved will increase the number of wildlife species on farms by five fold per hectare, without compromising farm sustainability.
For further information type Jordans in the 'Find' box above.
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