As the variety and range of brands grew during the 1980s – which included the fun taste of Fiendish Feet – the growing needs for keeping trim became more evident. Less noticeable was the new requirement for a barcode on every pack. Now arriving on the breakfast table were Crunchy Nut, Fruit ‘n Fibre, Farmhouse Bran and Brancrunch. Your milk could have been poured from a new dumpy shape bottle with an advert on its side. And for those on-the-move moments, Jordans created the concept of a cereal bar.
Amongst this ‘naughty but nice’ era of the Eighties was the counter balance of F-plan Brancrisp, Shape milk, Lean Cuisine meals and a range of crisp breads. Other notable launches included Chicken Tonight, Covent Garden Soups and environmentally friendly Ecover, but some brands were short lived, like Noodle Doodles, Quattro and Wizard yoghurt mousse.