Jordans

What Jordans does

Jordans is a UK-based heritage breakfast cereal brand founded in 1972 by brothers Bill and David Jordan in Biggleswade, Bedfordshire, after they discovered granola on a trip to California in 1969. The company launched Crunchy G, the UK's first natural golden cluster granola, in 1972 and introduced the UK's first cereal bar (The Original Crunchy Bar) in 1981. Its product portfolio spans Crunchy Oat Granola (multiple variants), Protein Boost Granola, No Added Sugar Granola, Super Granola, Country Crisp, Popped Oat Crunch, Frusli cereal bars, Crunchy Granola Thins, Muesli, and Porridge — all emphasising wholegrain oats, natural ingredients, and the absence of artificial additives, preservatives, or colourings.

Jordans operates as The Jordans & Ryvita Company, a division of ABF Grain Products Limited, which is itself part of Associated British Foods plc (ABF). The brand employs 251–500 people and is headquartered in Biggleswade with a heritage site at Jordans Mill, which functions as a visitor centre, retail shop, and Riverside Café. Distribution is concentrated in UK and France mainstream grocery retail channels, supplemented by a DTC TikTok Shop storefront (payments via Stripe) and direct sales at the Jordans Mill visitor centre. The company has no disclosed proprietary technology, AI/ML capability, or app; its commerce stack relies on conventional third-party tools for analytics and payments.

The company's commercial model is one-time purchase of branded packaged cereals through retailer-set pricing, targeting health-conscious UK and European consumers seeking natural, sustainable breakfast options. Customer-facing differentiation is built around the 35+ year Jordans Farm Partnership with The Wildlife Trusts and LEAF, which manages 4,320 hectares for wildlife with an average of 30% of farmland dedicated to biodiversity. Marketing is conducted through organic social channels (Facebook, Instagram, TikTok, YouTube, X), influencer partnerships (notably gardener Katie Rushworth), and content-led sustainability storytelling on its owned website.

Name

Jordans

Legal name

The Jordans & Ryvita Company, a division of ABF Grain Products Limited

Website

https://jordanscereals.co.uk

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

251–500 employees

Short description

Jordans is a UK-based heritage breakfast cereal brand producing granolas, muesli, porridge, cereal bars, and popped oat products under the Jordans and Frusli names. Owned by Associated British Foods, it serves health-conscious UK and French consumers through mainstream retail grocery and emerging digital channels.

Ownership category

akta.pro rank

Product category

Breakfast Cereals

NAICS

Breakfast Cereal Manufacturing (311230), Snack Food Manufacturing (31191)

SIC

Bakery Products (2050)

akta.pro primary industry

Breakfast Foods & Cereals (Cereal, Granola, Oatmeal) (CRADAAAE)

akta.pro secondary industries

Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI), Health/Protein Snack Bars Manufacturing (AFAKAIAN)

Keywords

• Breakfast cereals
• Granola products
• Cereal bars
• Wholegrain porridge
• Muesli cereals

Headquarters

HQ city

Biggleswade

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Cereal and breakfast product sales: Jordans generates revenue through the sale of breakfast cereals including granola, muesli, porridge, cereal bars, and popped oat products through retail grocery stores in the UK and internationally. Products are sold under the Jordans brand through mainstream grocery retailers.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Jordans manufactures and sells branded breakfast cereals and grain-based snacks — granola (Crunchy Oat Granola, Protein Boost, No Added Sugar, and Super Granola), Country Crisp, Popped Oat Crunch, Frusli cereal bars, Crunchy Granola Thins, muesli, and porridge — primarily through UK grocery retailers, supplemented by TikTok Shop and the on-site Jordans Mill shop. Products emphasise wholegrain oats, the absence of artificial additives, and beta glucan for cholesterol reduction.

Product overview

Jordans is a UK-based breakfast cereal company offering a diverse portfolio of grain-based products. The core product lines include granolas (Crunchy Oat Granola with multiple variants, Protein Boost Granola, No Added Sugar Granola, and Super Granola), cereals (Country Crisp, Popped Oat Crunch), cereal bars (Frusli and Crunchy Granola Thins), muesli, and porridge. All products emphasize natural ingredients, wholegrains, and sustainability through the Jordans Farm Partnership. The company was founded in 1972 by Bill and David Jordan, introducing the UK's first granola (Crunchy G) and the first cereal bar in 1981.

Differentiator

Problem solved

Functional benefit

Products and services

• Crunchy Oat Granola Honey-baked golden oat clusters sold in variants including Tropical Fruit, Fruit and Nut, Raisin and Almond, and Simply Granola; made with wholegrain oats baked into trademark clusters. Targeted at UK consumers seeking natural breakfast options.
• Protein Boost Granola High-protein granola made with wholegrain oats, barley and wheat protein clusters. Available in Chocolate & Hazelnut and Red Berry flavours, providing 17g of protein per 100g. Aimed at UK consumers seeking higher-protein breakfast or snacking options.
• No Added Sugar Granola Granola made without added sugar or artificial sweeteners, featuring fruit and nuts. Available in Apple & Berry and Triple Nut varieties using chicory root fibre for sweetness. Targeted at consumers avoiding added sugar.
• Super Granola Premium granola range with high fruit content, available in Super Fruity (strawberries, apples, raspberries), Super Nutty (Brazil nuts, hazelnuts, almonds), and Super Berry variants. Contains beta glucan to help lower cholesterol. Aimed at health-conscious UK breakfast consumers.
• Country Crisp Crispy breakfast cereal available in seven variants: Flame Raisins, Strawberries, Chunky Nuts, Raspberries, Honey & Nuts, Dark Chocolate, and Caramelised Biscuit. Sold through UK grocery retailers for everyday breakfast consumption.
• Popped Oat Crunch Light popped oat cereal with a hint of honey or chocolate, containing 65% wholegrain cereals. High in fibre and made with 3 natural wholegrains, no artificial flavours, colours or preservatives. Targeted at consumers seeking a light, fibre-rich cereal.
• Cereal Bars (Frusli) Chewy oat cereal bars under the Frusli brand in Juicy Blueberries, Juicy Red Berries, and Raisins and Hazelnuts variants. Designed as on-the-go snacking options for UK consumers.
• Crunchy Granola Thins Crunchy flat granola snacks available in Honey and Berry flavours, sold in 5 x 32g packs. Targeted at consumers seeking portable, portion-controlled granola snacks.
• Muesli Traditional muesli available in Fruit and Nut, Natural, and Berry Burst varieties. Aimed at UK consumers seeking a classic wholegrain muesli breakfast option.
• Porridge Oat porridge available in Chunky Traditional and Organic variants, containing beta glucan proven to help lower cholesterol. Each portion provides at least 1g of beta glucan. Sold through UK grocery retailers and on-site mill shop.

Quantifiable outcome

• 4320 hectares managed for wildlife over 10 years through Jordans Farm Partnership
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• The Wildlife TrustscoreStrategic or Co-development PartnerThe Jordans Farm Partnership involves The Wildlife Trusts providing dedicated wildlife advisors to JFP Farmers. Each farmer works with a local Wildlife Trust advisor to ensure at least 10% of their land is managed for wildlife, identifying focus species like barn owls, brown hares, bees and bats.
• LEAF (Linking Environment and Farming)coreStrategic or Co-development PartnerLEAF provides sustainable farming practice insights and LEAF Marque certification for all JFP farms. The LEAF Marque Standard reviews criteria across 9 areas including soil management, crop health, water management, and raising public understanding of agriculture.
• FareShareminorOthersJordans works with FareShare to fight food waste by donating products. In 2020, Jordans donated the equivalent of over 24,000 breakfasts to FareShare, helping those in need get access to breakfast.
• Katie RushworthminorGTM or Marketing PartnerJordans partnered with Katie Rushworth, gardener and Love Your Garden TV personality, to bring nature tips and gardening advice to consumers through video content and campaigns encouraging biodiversity in gardens and outdoor spaces.
• City of HopeminorOthersIndustry support through home furnishings sector involvement in City of Hope cancer research gala (this appears to be industry-wide participation rather than direct Jordans partnership)

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Eat Natural: UK natural cereal bars, granola, and snack brand with a comparable 'no artificial ingredients' positioning and overlapping retail distribution.
• Alpen: Established UK muesli and granola brand owned by Weetabix; competes head-to-head with Jordans' muesli and granola lines in mainstream UK grocery.
• Rude Health: UK organic breakfast (muesli, granola, porridge) and cereal bar brand targeting the same health-conscious, natural-ingredient consumer as Jordans.
• Lizi's Granola: UK premium granola brand overlapping with Jordans on granola SKUs, on-the-go formats, and the better-for-you consumer segment.
• Dorset Cereals: Premium UK granola, muesli, and porridge brand directly competing with Jordans in the same grocery aisles, with a similar natural, no-additives positioning.

Broad incumbents

• Kellogg's: Global incumbent with a deep UK cereal portfolio (cornflakes, Special K, granola) and significant marketing scale that competes for the same shelf space as Jordans.
• Nature Valley: General Mills' granola and cereal bar brand competing with Jordans Frusli and Crunchy Granola Thins in the on-the-go better-for-you snacking segment.
• Weetabix: Category leader in UK breakfast cereal and owner of Alpen; competes broadly with Jordans for UK breakfast share, including via private-label alternatives.
• Quaker Oats: Owned by PepsiCo, Quaker is a major UK porridge and oat-based brand overlapping directly with Jordans' porridge range and competing on the wholegrain oat proposition.

Emerging players

• Bob's Red Mill: US-based whole-grain and muesli brand with growing UK distribution; comparable product mix and natural/wholegrain positioning to Jordans' muesli and porridge lines.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/JordansCereals
• Facebookfacebook.com/JordansCereals
• Instagraminstagram.com/jordanscereals
• TikToktiktok.com/@jordanscereals
• YouTubeyoutube.com/channel/jordanscereals
• LinkedInlinkedin.com/company/jordans-ryvita-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jordans