Jordans Cereals: Investing in healthier NPD

Made from oats, rice, and wheat, and developed to cater to the growing consumer preference for whole foods, Popped Oat Crunch launched in July 2024 and comes in two flavours – Hint of Honey and Chocolate – both of which are non-HFSS. They are high in fibre and contain no artificial ingredients.

No-Added Sugar Granola Initially launched in two variants - Triple Nut or Apple & Berry. The clusters are made with no added sugar or artificial sweeteners, and come with either sultanas, almonds, cashews, and hazelnuts (Triple Nut), or with sultanas, apple, blueberries, and cranberries (Apple & Berry). Both variants have seen strong growth, outperforming other NPD in the category, and the business soon launched a third variant – Apple & Cinnamon. All three flavours are high in fibre and non-HFSS. Consumers consistently score the range highly on taste, and it was named a top product in Degusta Box’s 2023 awards.

Jordan’s approach to NPD starts and ends with the consumer who are involved at every stage of development, from research, through recipe creation, to product taste trials. Meanwhile, moving from concept to final product typically involves process and/or equipment modification, for example, when it came to making No Added Sugar on the plant, the business had to invest in new manufacturing kit which would allow them to gently lower the lower-density cereal clusters into the mixer without them breaking up.