Natural cereal company Jordans is relaunching its muesli range with the addition of a new variant.

Improved recipes, a re-design and the addition of Fruity Fibre to its muesli line-up, are all part of a GBP3m (US$5.9m) investment the cereal company is making in its brand.

The re-design will see the muesli range move from bagged packaging to a recycled gable-box format.

"Consumers' expectations are evolving fast and we need to adapt our communication to fit with them," said Jordans marketing & innovation director, Carol Welch. "We have taken time out to make sure we present our values in a way that really engages people and the results have been fantastically well-received." 

The marketing campaign will consist of advertising, sampling, online and PR support throughout 2008.

In addition to the pack designs, the company said that some of the muesli blends have been "improved" with the addition of a Fruity Fibre variant.

The new range will be available from October and comprises of Fruit & Nut, Tropical, Nut & Seed, Super Berry, Natural, Fruity Fibre and Organic.