Our Mission
What gets us out of bed in the morning?
A whiff of coffee? Yes, but being a breakfast company, we’d be lying if we didn’t say what fires our bellies is making the best tasting and most nutritious cereals we can.
A very close second that gets the blood pumping is our love for nature and protecting our precious green spaces.
We get a bit knock-kneed and giddy at the first bursts of spring blossom, a summer sunset or trees turning gold in autumn, because for us, nature provides so much. Our delicious ingredients for a start – so it’s only right that we are there for nature too.
And we can thank our founders, Bill & David Jordan for this incredible legacy. They’re the chaps that started us on this journey of loving, growing and protecting nature over 36 years ago. Their knowhow on making blooming tasty cereals since the early 70’s is firmly in our DNA. And for us, the two go hand in hand. We make really good cereals and we make sure nature is looked after too.
Our Values
Sourcing the best ingredients
We source the best ingredients from across the globe to create delicious and nutritious cereals.
Naturally Delicious
We never add artificial additives like preservatives or colourings. We choose our ingredients because they have all this goodness naturally.
Fighting food waste
By working with FareShare and local foodbanks, we make sure as little goes to waste as possible. That’s why we were incredibly proud to donate the equivalent of over 24,000 breakfasts to FareShare in 2020, helping those in need get access to great breakfasts.
Packaging and recycling
When it comes to packaging, we’re definitely not perfect, but we do promise that there are heaps going on behind the scenes to reduce the amount we use and make it recyclable.
Our packaging makes sure you can enjoy our cereals for a long time, but recycling it can be tricky as different materials are recycled in different ways by different councils. But we can’t wait for councils to catch up. That’s why (finger’s crossed!) we’ll have some great news to share with you on this soon.
Our Cereals
Protecting Nature
Things To Do
Our Story
