Associated British Foods has radically overhauled the pack design of its Jordans cereal brand as it battles with rival Dorset Cereals for domination in the muesli sector. The new boxes feature bold orange, green or purple colour schemes for each of the three organic muesli recipes to boost shelf standout. Jordans is currently second in premium cereals, and a spokesman for the brand said the aim of the redesign was to reclaim the number one spot from Dorset Cereals.

“Dorset did a good job on its design. Although we are not copying, its design showed us that we needed to change to attract new customers,” he said. “Our previous design appealed to existing customers, many of whom are now approaching retirement age, but was not bringing anyone new to the brand.” He added that Jordans Frusli and Country Crisp cereal bars would be relaunched later in the year.