Jordans has announced the launch of a year-long partnership with Netmums to promote Grin-ola: the brand’s first cereal aimed at children.

The partnership is designed to help parents encourage kids to eat their breakfast, as well as enjoy the great outdoors.

The Grin-ola partnership will see Netmums create editorial and video content, with activities for parents and kids via a range of seasonal challenge charts. Each one will draw on Jordans’ relationship with The Wildlife Trusts and families will be rewarded for completing each challenge through prize-winning opportunities.

Jordan’s Grin-ola cereal is made with fruit or chocolate pieces, high amounts of fibre and no artificial flavourings, colours or preservatives (rrp £2.99 per 400g). Following a Netmums trial, packs of Grin-ola will now feature the ‘Netmums Recommended’  logo.

Andrew Dale, senior brand manager at Jordans, said: “Netmums’ parenting expertise, coupled with their strong community of parents, makes them the perfect partner to introduce our latest breakfast innovation to families across the UK. Grin-ola aims to end breakfast battles with a delicious cereal that parents can have confidence in.

“Netmums fully embraced our Grin-ola brief and created a bespoke editorial concept that introduces this exciting new breakfast option to the Netmums community in an engaging way and delivers fresh ideas for family outdoor activities that mums will love.”

Annie O’Leary, editor-in-chief at Netmums, added: “We are proud to be partnering with Jordans Grin-ola on this year-long campaign to celebrate the great outdoors and the limitless capacity for family fun outside, whatever the season. Netmums will be creating a wealth of new content, providing everything families need to get outside and to support the unique learning opportunity offered by our natural environment.”