Jordans Country Crisp Caramelised Biscuit: flavour‑led innovation to support higher fibre intake

Jordans Cereals launched Jordans Country Crisp Caramelised Biscuit as a special edition variant to bring excitement and enjoyment to a high fibre breakfast cereal, whilst also encouraging fibre consumption beyond the morning occasion. 

In 2025, Jordans Cereals extended its established Jordans Country Crisp range with the launch of Caramelised Biscuit, a limited‑edition flavour designed to demonstrate that high fibre products can also deliver indulgent taste and texture. The action supports the FDF Action on Fibre pledge by increasing choice and visibility of high fibre foods in everyday eating occasions. 

Country Crisp Caramelised Biscuit is made with wholegrain cereals and delivers 7.2g of fibre per 100g, qualifying for a ‘high in fibre’ nutrition claim. Fibre was considered as a core design principle alongside taste, quality and compliance, ensuring the product remained accessible and enjoyable for mainstream shoppers. 

Clear ‘packed with fibre’ communication features on the front and back of pack, making it easy for consumers to identify the fibre benefit at shelf. Labelling and signposting were applied consistently and in line with regulatory guidance, supporting informed choice. 

To help extend fibre consumption beyond breakfast, the launch was supported by outdoor and digital advertising and influencer support, positioning Country Crisp as suitable for more flexible eating occasions snacking from morning till midnight. Campaign messaging remained flavour‑led while reinforcing the product’s role in helping people add more fibre across the day. 

The launch successfully refreshed the Country Crisp range, engaging shoppers through taste‑led innovation while maintaining strong fibre credentials. It demonstrates how familiar formats and clear on‑pack communication can support higher fibre intake and contribute to the collective goals of the FDF Action on Fibre initiative.