Jordans Organic Fruit & Fibre Cereal Review
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Launched with a hoo-hah at the 2008 Organic Fortnight, our first thought about Jordans' new organic range was simple: would it be as yummy as the new kid on the block, Dorset Cereal? The short answer -- close, but not quite.
While we found Jordans' new 400g Fruit & Fibre mighty tasty -- the flakes have a nice texture, slight toasted flavour and plenty of crunch -- the nut and dried fruit quota is a tad stingy. With Dorset's cereals, you seem to get bonus extras (seeds, fruit, nuts) on every spoonful, but here they're intermittent.
The ethics behind this cereal, however, are definitely not wanting. As well as being certified organic (a standard few rivals match, aside from Pertwood Organic Farm), Jordans is sourcing all its wholegrain from British farms in a bid to cut food miles. It admits there's a shortage of UK organic wheat right now, partly due to the rubbish weather and partly because of a lack of organic farmers.
Some thought's been given to the packaging too, with boxes made from recycled and recyclable card. Jordans has also had the inner plastic bags passed as 'officially compostable', so you can rot 'em without adding to landfill gases.
Jordans has also thrown its weight behind the laudable Fair trade for British Farmers campaign, only makes cereals -- no unhealthy junk food here -- and has a great scheme that incentivises farmers to set aside 10 per cent of land for conservation. All that racks up its ethics points.
Last but by no means least, for dieticians and wannabe Gillian McKeiths there's a reassuringly Plain English ingredients list. You won't find a single synthetic preservative or lab-made chemical in there: just wheat, nuts and fruit, plus a sprinkle of salt and sugar.
Quality
Value
Ethics
Green
