Cereal specialist Jordans is bringing a selection of powerful natural nutrients to the breakfast table, under a brand name that leaves little doubt about its promises.
The Superfoods trio of muesli, bars and breakfast flakes have a dominant flavour combination of cranberries, almonds and blueberries, but the products also contain wholegrain oats and pumpkin seeds.
All of these are among the ingredients recognised by nutritionists as superfoods - foodstuffs containing vitamins, minerals and antioxidants that help to maintain health and wellbeing. These benefits occur naturally and are not gained through fortification.
Carol Flint, marketing controller, said: "We know lots of people are already eating superfoods such as fresh blueberries and cranberries and, at Jordans, we've used wholegrain oats in the majority of our products for more than 30 years. It therefore made perfect sense to create a range of products that taste great and make it easier for people to eat other natural superfoods as well."
The newcomers' black packaging with gold lettering reflects their premium positioning, as do the price points. A 750g box of Muesli has an rsp of £3.69, the Breakfast Flakes retail at £2.49 for 375g, while a pack of three 45g bars costs £1.99.
However, joint managing director Ed Olphin said this worked out at the equivalent of only 25p for a 50g bowl of muesli.
"Breakfast cereals are a mature category but growth is coming from the healthier sectors," he added.
"Breakfast has long been seen as the most important meal of the day, but its status isn't reflected in the price. A bowl of Superfoods muesli will cost about 25p, whereas a cup of coffee to take away might cost up to £2. But a good, sustaining breakfast means that you don't have to snack on expensive - and possibly unhealthy - extras."
The range will get support from the £4m marketing programme that is backing the Jordans brand this year.
The 150-year-old company is a pioneer of conservation grade farming, a system that increases the number of wildlife species on farms by an average of 500%, without compromising farm sustainability.
The Superfoods trio of muesli, bars and breakfast flakes have a dominant flavour combination of cranberries, almonds and blueberries, but the products also contain wholegrain oats and pumpkin seeds.
All of these are among the ingredients recognised by nutritionists as superfoods - foodstuffs containing vitamins, minerals and antioxidants that help to maintain health and wellbeing. These benefits occur naturally and are not gained through fortification.
Carol Flint, marketing controller, said: "We know lots of people are already eating superfoods such as fresh blueberries and cranberries and, at Jordans, we've used wholegrain oats in the majority of our products for more than 30 years. It therefore made perfect sense to create a range of products that taste great and make it easier for people to eat other natural superfoods as well."
The newcomers' black packaging with gold lettering reflects their premium positioning, as do the price points. A 750g box of Muesli has an rsp of £3.69, the Breakfast Flakes retail at £2.49 for 375g, while a pack of three 45g bars costs £1.99.
However, joint managing director Ed Olphin said this worked out at the equivalent of only 25p for a 50g bowl of muesli.
"Breakfast cereals are a mature category but growth is coming from the healthier sectors," he added.
"Breakfast has long been seen as the most important meal of the day, but its status isn't reflected in the price. A bowl of Superfoods muesli will cost about 25p, whereas a cup of coffee to take away might cost up to £2. But a good, sustaining breakfast means that you don't have to snack on expensive - and possibly unhealthy - extras."
The range will get support from the £4m marketing programme that is backing the Jordans brand this year.
The 150-year-old company is a pioneer of conservation grade farming, a system that increases the number of wildlife species on farms by an average of 500%, without compromising farm sustainability.
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