Jordan's is bringing out a breakfast cereal which combines healthy and luxury attributes. Rolling out now and aimed at broadening the company's consumer base, the two Nature's Wholegrain variants contain wheat, oat flakes and oat bran. One has added sultanas, honey, sliced almonds and caramelised nuts, and the other sultanas, dates, pecans and maple syrup (rsp: £2.19). Support includes sampling at shopping centres and in stores and targeted direct mail, all kicking off in September. Ads in weekend supplements will run through the autumn. Ads for the Jordan's brand are running now in supermarket and lifestyle titles. {{P&P }}

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