Jordans Cereals is expanding its range of cereal bars with the new Nut & Seed Bar. The company says the launch is a result of increased popularity amongst consumers of nuts

and seeds.

Jordans Original Crunchy was the first cereal bar launched in the UK in 1980, claims the firm. The family-owned business, that celebrated its 150th anniversary last year, is now the third-largest brand in the £255 million cereal bar market, which is growing at almost 10% year on year, it says. The Nut & Seed Bar is packed with nuts and seeds for a healthy snack, and contains no artificial flavourings, colourings or preservatives and no hydrogenated fat.

Clinton Orchard, marketing controller at Jordans says: “As well as natural wholegrain cereals the new bar contains 47% nuts and seeds. From a category perspective, the launch of this bar responds to a growing consumer trend as well as meeting key drivers for healthier products that taste good and can be eaten on the go.”

The bar will be in-store from this month, with a TSP of £0.59, and comes in merchandisers of 15 x 33g bars.