Jordans is ploughing £2m into a new campaign for its Country Crisp portfolio and is adding a dark chocolate variant to tap demand for adult indulgent cereals.

The new Country Crisp with Dark Chocolate Curls cereal, being rolled out now, includes Belgian dark chocolate curls and roasted chopped hazelnuts (rsp: £2.28 per 500g). It is the brand's bestseller in France, said Carol Welch, marketing director.

The £2m support kicks off next week with a six-week TV ad focused on Jordans' link to British farmers and its eco values.