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Consumers have increasingly taken the time to enjoy a more leisurely and nutritious breakfast over recent months, with total breakfast cereals growing value sales at +0.4% year-on-year, with value growth accelerating to +2.4% in the last 12 weeks*.
With consumers looking for enjoyable, delicious food that they feel good about eating, the sub-sectors of healthy cereals, and wholesome cereals seeing great growth and growing ahead of total cereals +3.1% in the latest 12 weeks*. 329k (+1.5%) more shoppers in Ireland have brought wholesome cereals in the last year, with 48.8% of the Ireland population buying within the category every year**. At the forefront of that growth has been the leading brand Jordans, which has been providing consumers with delicious goodness since the Jordan brothers baked their first batch back in 1972.
Jordans is recognised as the UK's original and best granola brand and has been a firm consumer favourite for decades. They deliver deliciousness attained in a natural way, bringing wonderful, interesting taste and texture combinations of baked wholegrain oats, simply crafted with nature’s best ingredients. Baked with the highest quality ingredients and incorporating a range of innovative flavours, Jordans has become synonymous with great-tasting goodness. The Jordans brand has continually evolved to meet changing consumer needs, adding Super Nutty and Low Sugar varieties amongst others to the range to ensure there is a pack suitable for every consumer.
The success of the Jordans brand has been driven by a partnership with SHS Sales and Marketing which has been in place since 2003. Over the years, SHS Sales and Marketing have been responsible for driving distribution of the brand through the convenience channel, ensuring that shoppers were able to purchase their favourite cereal wherever they shop. Ensuring high visibility on the shelf, and creating dynamic in-store displays, the SHS Sales and Marketing team have been fundamental in prioritising the availability of the core range across all channels, supplemented by introducing the growing range of Jordans products where appropriate.
The crucial work that SHS Sales and Marketing has delivered in maximising availability and optimising visibility has ensured that Jordans remains at the forefront of the consumers' minds.
*Nielsen Scantrack data to the 5th November 2022
**Kantar ROI data 52 weeks 2nd October 2022