The History of Jordans Granola and Why It's Still a UK Favourite

If you've ever wandered down the cereal aisle in any UK supermarket, you'll have noticed those distinctive red and green boxes of Jordans granola. But behind those familiar packets lies a genuinely fascinating story - one that involves a hippy's travels to California, a Victorian flour mill, and a pioneering commitment to wildlife that was decades ahead of its time.

I've been curious about Jordans for years. As someone who's gone through more bags of their Super Berry Granola than I care to admit (usually eaten straight from the bag, if we're being honest), I wanted to dig into what makes this brand tick. Why has Jordans remained a staple in British kitchens for over fifty years when so many other cereal brands have come and gone?

Let me take you through the whole story.

From Victorian Millers to Modern Cereal Makers

The Jordan family's connection to food production stretches back much further than most people realise. In 1855, William Herbert Jordan purchased Holme Mills in Biggleswade, Bedfordshire - a decision that would eventually lead to one of Britain's most beloved breakfast brands.

For over a century, the Jordan family operated as flour millers, grinding wheat and oats for the local community. The mills kept running through both World Wars, serving the surrounding farms and villages. But by the late 1960s, the traditional flour milling business was struggling to compete with larger industrial operations.

This is where the story gets interesting.

The California Connection: How Bill Jordan Discovered Granola

Bill Jordan is, by his own admission, a bit of a failed hippy. In 1967, aged just eighteen, he left the Bedfordshire countryside to travel the world. He eventually ended up near Oakland, California, staying with friends, playing drums with local bands, and immersing himself in the West Coast lifestyle.

It was there that Bill made a discovery that would change the family business forever. Granola - a sort of baked muesli made with oats, honey, and oil - was enormously popular among health-conscious Californians. It was crunchy, flavourful, and nothing like the soggy cereals dominating British breakfast tables.

When Bill returned home to Biggleswade in the early 1970s, he brought that recipe with him. Together with his brother David, he began experimenting in the old mill, eventually developing what they called "Original Crunchy" - Britain's first granola.

1972: The Birth of Jordans Cereals

In 1972, the Jordan brothers officially launched Jordans Cereals. Their first production line was built around a used bakery oven, and they did most of the work themselves. The recipe was simple but revolutionary for the UK market: whole grain oats, vegetable oil, honey, and natural ingredients. No artificial colours, no preservatives, nothing synthetic.

The timing turned out to be perfect. Britain was just waking up to the idea of "health foods," and Jordans positioned themselves squarely in that emerging market. Within a few years, they were supplying 1,500 health food shops across the country.

By the end of the 1970s, both Waitrose and Safeway had taken notice. Jordans was no longer a niche health food brand - it was heading for the mainstream.

Conservation Grade: The Environmental Innovation

In 1985, the Jordan brothers did something that now seems visionary but was considered unusual at the time: they pioneered Conservation Grade farming.

The concept was straightforward but ambitious. Jordans would only source ingredients from farms that committed to specific environmental standards. Unlike strict organic certification, Conservation Grade focused on practical measures that benefited wildlife and biodiversity while still allowing farmers to maintain productive operations.

Farmers who joined the scheme had to:

• Dedicate a percentage of their land to wildlife habitats
• Plant hedgerows and wildflower margins
• Create corridors for wildlife to move through farmland
• Avoid certain pesticides during critical breeding seasons

This wasn't just good PR. The Jordans were genuinely passionate about the countryside - they'd grown up surrounded by Bedfordshire farmland and had watched wildlife populations decline as modern farming intensified. Conservation Grade was their answer.

The Jordans Farm Partnership: Wildlife at Scale

Fast forward to 2015, and that environmental commitment has evolved into something remarkable. The Jordans Farm Partnership is a collaboration between Jordans, The Wildlife Trusts, and LEAF (Linking Environment And Farming).

Currently, 27 farmers grow oats for Jordans under this partnership, collectively farming over 14,600 hectares of British countryside. The numbers are genuinely impressive:

• At least 10% of farmland dedicated to wildlife (the actual average is 17%)
• Over 4,300 hectares managed specifically for wildlife
• LEAF Marque certification for sustainable farming on every farm

Each farm works with local Wildlife Trust advisors to create bespoke conservation plans. Some focus on barn owls, others on brown hares or bees. The approach recognises that different farms have different habitats and different opportunities.

This matters because 70% of UK land is farmed. According to the 2023 State of Nature report, farmland birds have declined by a catastrophic 58% between 1970 and 2020. What Jordans is doing represents a scalable model for how commercial farming can coexist with wildlife.

Ownership Changes: The ABF Era

No brand history is complete without discussing ownership, and Jordans has had an interesting journey on that front.

In September 2007, Associated British Foods (ABF) acquired a 20% stake in the company. This increased to 42% by June 2008, and by 2013, ABF owned Jordans completely.

ABF is a multinational food processing company that also owns Twinings tea, Kingsmill bread, Ryvita crispbreads, and - perhaps surprisingly - Primark. Jordans now sits within the Jordans Dorset Ryvita Company Limited, alongside Dorset Cereals.

Has this corporate ownership changed the brand? The Jordan brothers stepped back from day-to-day operations, but the Conservation Grade commitment has actually strengthened. The Farm Partnership has grown, and the product range has expanded. ABF seems to have recognised that Jordans' environmental credentials are central to its brand value, not something to be quietly dropped.

The Product Range Today

If you haven't explored the full Jordans product range, you might be surprised by how extensive it is. They've come a long way from that original "Crunchy G" recipe.

Granola Range

The heart of the brand remains their granola range:

• Simply Granola - The stripped-back classic, just crunchy baked oats with honey
• Super Berry Granola - Oat clusters with freeze-dried berries (my personal favourite)
• Super Nutty Granola - For nut lovers, loaded with almonds, brazils, and hazelnuts
• Low Sugar Granola - Under 5% sugar, available in various flavours
• Country Crisp - Chunky clusters in flavours like Chocolate and Chunky Nuts

Beyond Granola

Jordans also produces:

• Muesli - Including their Natural Muesli and fruit varieties
• Porridge Oats - Including organic options
• Cereal Bars - For on-the-go snacking

All products maintain the no artificial colours, flavours, or preservatives standard that's been there since day one.

Is Jordans Granola Actually Healthy?

This is where we need to be honest, because "healthy" is a complicated word when it comes to breakfast cereals.

The positives:

• High in fibre (whole grain oats are excellent for this)
• Contains beta-glucan, which can help lower cholesterol
• No artificial additives
• Whole grain oats as the primary ingredient (often 79% or more)

The considerations:

• Standard granola contains sugar and oil (that's how you get the crunch)
• A typical 45g serving contains around 200 calories
• Some varieties are higher in fat due to nuts and oil

The key is portion size. The recommended serving is 45g, but if you're like most people, you probably pour considerably more than that. A 100g bowl of Super Nutty Granola contains over 19g of fat and around 450 calories.

That said, Jordans has addressed this with their Low Sugar range, which contains less than 5% sugar. These come in flavours like Almond & Hazelnut, Blueberry & Coconut, and Cherry & Almond. If you're watching your sugar intake, these are worth considering.

Compared to many healthier cereals, Jordans sits in the middle ground - definitely better than sugar-coated children's cereals, but not as lean as plain porridge oats.

How Jordans Compares to Other UK Granola Brands

The UK granola market has exploded in recent years. How does Jordans stack up against the competition?

Jordans vs Dorset Cereals

Interestingly, both brands are now owned by ABF. Dorset Cereals granolas tend to be higher in sugar (their Oat Granola contains 22% golden syrup), while Jordans generally has a more moderate sugar content. Dorset has faced criticism from Action on Sugar for downplaying sugar content on packaging.

Jordans vs Premium Brands

Brands like Lizi's and Rollagranola position themselves as premium alternatives, often with more exotic ingredients and higher price points. Jordans offers a good middle ground - quality ingredients at supermarket prices.

Jordans vs Supermarket Own Brands

You can find own-brand granola for significantly less than Jordans. The trade-off is often simpler ingredients and no sustainability certification. If Conservation Grade farming matters to you, Jordans remains the standout choice.

In taste tests like Good Housekeeping's cereal review, Jordans Deluxe Dark Chocolate & Strawberry Granola scored an impressive 86/100.

Why Jordans Has Lasted: The Brand's Staying Power

Most food brands that launched in the 1970s have either disappeared or been absorbed into unrecognisable corporate entities. Jordans has managed to remain distinctively itself. Why?

1. Authentic Origin Story

The Californian hippy discovering granola and bringing it home to Bedfordshire - it's a genuinely good story, and it's true. Consumers can sense authenticity.

2. Consistent Quality

The basic recipe hasn't changed dramatically. If you liked Jordans in 1985, you'll recognise it today.

3. Environmental Leadership

Conservation Grade farming was ahead of its time. Now that sustainability is mainstream, Jordans can point to decades of genuine commitment.

4. Smart Positioning

Jordans found a sweet spot: healthier than kids' cereals, tastier than plain porridge, more affordable than boutique granola brands.

5. British Heritage

Everything is still made in Biggleswade. In an era of globalised food production, that local connection resonates.

Where to Buy Jordans in the UK

The good news is that Jordans is available in virtually every major UK supermarket. You'll find it in Tesco, Sainsbury's, Asda, Morrisons, Waitrose, and most convenience stores.

Prices vary by retailer and are often on promotion. A typical 500g bag of granola ranges from around £3.00 to £4.50 depending on the variety and any current offers. Using a price comparison tool like Grocefully can help you find the best current deal across multiple stores.

The Future of Jordans

What's next for a brand that's been around for over fifty years?

The environmental focus seems likely to deepen. With climate change and biodiversity loss dominating headlines, Jordans' Farm Partnership model positions them well. They've recently emphasised carbon measurement and soil health as additional focus areas.

Product innovation continues too. The Low Sugar range addresses growing consumer concern about sugar content, and we may see further development in this area.

The brand also has international reach - you can find Jordans in Australia, Canada, and various European markets - though the UK remains their heartland.

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Frequently Asked Questions About Jordans Granola

Is Jordans granola healthy?

Jordans granola contains whole grain oats, which are high in fibre and contain heart-healthy beta-glucan. However, standard varieties contain sugar and oil for that signature crunch. A 45g serving provides around 200 calories. For a lower-sugar option, try the Jordans Low Sugar range with less than 5% sugar. Compared to many breakfast cereals, Jordans offers good nutritional value, but portion control matters.

Where is Jordans cereal made?

All Jordans cereals are manufactured at their facility in Biggleswade, Bedfordshire, where the company has been based since 1855. The oats used in their products come from UK farms certified under the Jordans Farm Partnership, which requires sustainable farming practices and dedication of at least 10% of farmland to wildlife.

Who owns Jordans cereal?

Jordans is owned by Associated British Foods (ABF), a FTSE 100 multinational that also owns Twinings, Kingsmill, Ryvita, and Primark. ABF acquired Jordans gradually between 2007 and 2013. The brand now operates within Jordans Dorset Ryvita Company Limited. Despite corporate ownership, the Conservation Grade farming standards have continued and even expanded.

What is the Jordans Farm Partnership?

The Jordans Farm Partnership is a collaboration launched in 2015 between Jordans, The Wildlife Trusts, and LEAF (Linking Environment And Farming). Currently, 27 UK farms grow oats for Jordans under this scheme, committing to dedicate at least 10% of their land to wildlife. Collectively, these farms manage over 4,300 hectares specifically for biodiversity, supporting species like barn owls, brown hares, and pollinators.

Is Jordans Country Crisp the same as granola?

Jordans Country Crisp and granola are similar but not identical. Both are baked oat cereals, but Country Crisp features larger, chunkier clusters compared to the smaller clusters in standard granola. Country Crisp also tends to have added ingredients like chocolate chips or whole nuts baked into larger pieces. Both are made to similar nutritional and quality standards.

What makes Jordans different from other granola brands?

Jordans stands out through its Conservation Grade farming commitment, which means all oats come from farms that dedicate at least 10% of their land to wildlife. The brand has maintained its no artificial colours, flavours, or preservatives policy since 1972. Additionally, all production remains in Biggleswade, Bedfordshire, where the company has operated since its founding.

Is Jordans Super Berry Granola healthy?

Jordans Super Berry Granola contains 79% wholegrain oat flakes with freeze-dried berries, seeds, and almonds. It's high in fibre with no artificial additives. However, it does contain sugar and oil. A 45g serving contains approximately 180 calories. The berry varieties generally have slightly less fat than nutty versions. For those watching sugar, the Low Sugar Blueberry & Coconut variety offers a similar berry flavour with less than 5% sugar.

How long has Jordans been making cereal?

Jordans has been making cereal since 1972, when brothers Bill and David Jordan launched their first granola product, "Original Crunchy." However, the Jordan family's food business dates back to 1855, when William Herbert Jordan purchased Holme Mills in Biggleswade for flour production. The shift to cereals came after Bill Jordan discovered granola during travels in California in the late 1960s.

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Final Thoughts

Jordans isn't just a breakfast cereal - it's a piece of British food history. From William Herbert Jordan buying that Bedfordshire mill in 1855, through Bill Jordan's California adventures, to today's Farm Partnership with The Wildlife Trusts, it's a brand that's evolved while staying true to something authentic.

Is Jordans granola the cheapest option? No. Is it the lowest in sugar? Not the standard varieties. But what Jordans offers is something increasingly rare: a genuine story, consistent quality, and a sustainability commitment that goes beyond marketing.

Next time you pick up that familiar box, you'll know there's over 170 years of family history behind it - and somewhere in Bedfordshire, barn owls and brown hares are benefiting from your breakfast choice.

That feels like a good way to start the day.

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