Exports case study: The Jordans & Ryvita Company

The Jordans & Ryvita Company is an owned subsidiary of Associated British Foods that produces whole grain breakfast cereals and crispbreads under the Jordans, Dorset and Ryvita brands.


The business employs 750 people across four manufacturing sites in Poole and Poundbury in Dorset, as well as Biggleswade in Bedfordshire, where their head office is based. They are also currently building a brand new £55m state of the art production facility in Bardney, Lincolnshire that will employ up to 100 people when it opens in 2018.

The business has concentrated on growing its international sales over many years to the point that today exports account for over a third of turnover. With a strong presence across Europe, Canada and Australia, their most successful international brand is Jordans cereals, which has averaged double-digit growth in international markets for the past 5 years. The business now sells more Jordans breakfast cereals internationally than they do in the UK.

France is the business’s largest international market where Jordans is now the Number 1 brand in the ‘wholesome sector’ of the breakfast cereals market and number 2 in terms of adult breakfast cereals1 , selling over 12 million packs a year. Jordans is also now the number 1 brand of granola in Australia. To build on this success, the business launched Dorset Cereals in Australia in 2016 to take their total retail sales in the country to over £15m (AUD $26m) over the past 12 months.2

In the past six months Jordans has been launched into Brazil where there is growing demand for healthier breakfast cereals; 5 Jordans granola products were launched into Brazil in the summer of this year having gained distribution in some of the country’s largest grocery retailers.

 

 1Source: IRI MAT October 2017

2 Source: Retail value sales - w/e 29th October 2017 – produced by Woolworths Limited and The Quantium Group. Also, Nielsen Quick Turn w/e 31st October

More information


Last reviewed: 22 Nov 2017