June 17, 2004

Cereal Update 


Good news: Jordans cereal, made in the U.K., will be back on U.S. shelves later this fall, and redistribution has already begun in Quebec.

Jordans (and that is correct; it is named after the founding family of the same name, Jordans with an s) is fantastic cereal. The Morning Crisp contains just enough strawberry to be flavorful without being too sweet. The muesli features an impressive variety of nuts and fruit--wholesome but not too busy.

I came across Jordans while in Montreal last summer. I couldn't find it in New York City, but learned that it was available at Price Chopper in the Berkshires. I tried to arrange with my local grocery store to carry the brand, but that was right when Belgo/Bellas, the Montreal-based North American distributor, decided to be pathetic. Several faxes and phone calls went unreturned until Jordans told me they were finding new Canadian and American distributors.

Best of all, Jordans packaging doesn't overwhelm you with exotic grains you can't spell or pronounce; it's just good, hearty cereal. I'm looking forward to its return.

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