Jordans is updating the design of its muesli portfolio and ploughing £6.5m into new twitcher-friendly advertising to highlight its natural ingredients.

The new-look range, rolling out now, marks the second revamp in less than two years and features a bigger window on-pack to allow consumers to see the cereal plus improved photography. It has also made its 'nature-friendly' message bolder on pack.

Sales will benefit from a new £6.5m campaign inspired by nature series Springwatch to reinforce the natural ingredients message. The TV ad, which former Birdwatch presenter Bill Oddie provides the ­voiceover for, is set inside a cereal box, and features an animated country scene pictured through binocular vision.

The range was last revamped in October 2008, but a spokesman said the design had needed "honing" following consumer feedback.