Associated British Foods buys 20% stake in Jordans Cereals

Associated British Foods, British Sugar’s parent company, has bought a 20% stake in breakfast cereals manufacturer Jordans.

The founding Jordans family retains control of the business, which is based at Biggleswade, Bedfordshire. It had sales of £81m for the year ended February 2007 and gross assets of £40m.

In a statement, the Jordans family said they had been looking for a long-term partner for the business and already work closely with ABF companies.

ABF’s other high street brands include Kingsmill bread and Twinings, as well as the retailer Primark.

ABF chief executive George Weston said: “Jordans is a wonderful brand which is positioned well to benefit from the consumer’s growing desire for natural ingredients and healthy eating. I look forward to the development of the brand’s full potential.”