Granola pioneer Jordans is tapping into its 40-year-old heritage to launch its most premium granola to date.

Jordans' Creations Oat Granola will arrive next month supported by a £6m campaign highlighting the fact that the UK's first granola was launched by Bill Jordan in 1972.

At £3.49 for 500g, the new lines, which come in juicy cranberry & golden honey and baked apple & hint of cinnamon flavours, are Jordans' priciest yet on a cost per gram basis. They will sit next to the brand's existing Crunchy Granola range (rsp: £2.99) and Super Berry/Nutty Granola lines, which carry a £3.99 tag for a bigger, 750g pack.

The clusters, which contain honey rather than sugar and are free of artificial ingredients, were smaller and "easier to eat" than the bigger chunks in other granolas, claimed Jordans.

The oats were sourced from British farmers who had signed long-term forward contracts to Conservation Grade, the nature-friendly scheme established by Bill and David Jordan, it added.

"These contracts help protect us from the pricing volatility in the oat market," said Rob Lemon, senior category manager.

Jordans was extending its granola portfolio because the sector was set to grow from £35m to £50m by 2014, he said, citing TNS data. "Many consumers don't fully understand granola but we expect people will be prepared to pay a premium for this new line, especially when we remind them of our heritage," he added.

The supporting campaign will include press and in-store activity.