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

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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.

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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.

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