Jordans backs organic range with biodegradable packs

by Charlie McCathie, Brand Republic 29-Aug-07, 14:05

LONDON - Jordans Cereals is relaunching its organic range with plastic packaging that is biodegradable.

The cereal firm will roll out the retro-style cereal bags in September. This is timed to coincide with Organic Fortnight, an initiative that the Soil Association has organised to celebrate all things organic.

The environmentally friendly packaging was designed by BR&ME and has taken three years to develop.

All new packaging carries the Soil Association Organic Standard logo and the recycleable logo clearly displayed on the front of the box.

Jordans claims its bag is the first of its kind to hit the shelves, and the company is aiming for the bags to be fully compostable by the end of the year.

Six organic symbols representing the firm's ethical values will feature on the bags, including: a tree, to represent the family roots of the company; a butterfly, to denote a wildlife-friendly attitude; and hands clasped in the shape of a heart, to signify a fair relationship with suppliers.

Jordan's Organic range consists of Organic Porridge Oats, Organic Muesli and Organic Crunchy, which has been renamed Organic Granola. Jordans is now adding a new product to the range, set to be unveiled in September, Organic Fruit and Fibre.

The Jordans Family, headed by Bill Jordan, have been in the food business for 150 years, originally as flour millers in Biggleswade, before moving on to animal feed then breakfast cereals.