Crosse & Blackwell has been given a uniformed identity and a number of new products will be introduced in a major brand overhaul.
New packaging will be phased in across all the Crosse & Blackwell products over the next 12 months.
The existing ranges under the Mortons and Hartleys names will be rebranded with the new Crosse & Blackwell livery, while the St Nicholas range will be dual-branded for the short term.
The brand revamp also comprises the launch of some new products including Crosse & Blackwell branded baked beans, pasta sauces, Waistline baked beans, table sauces and soups.
Throughout 2004 the Crosse & Blackwell portfolio of products will benefit from a £10m marketing package including TV advertising. The campaign kicks off this November with a £1m TV campaign to support Branston pickle.