Mediterranean Growers, known as a supplier of own label canned fruit and vegetables, is relaunching its Salsina crushed tomato products as part of a bid to build a major branded presence in retail.
The company's development plans are backed by its parent, food giant Conserve Italia.
New Tomato & Basil and Tomato & Chilli variants join the existing three flavours, with all products sourced from Italy.
The new look includes rustic' labels and clear embossed jars.
Managing director Steve Wrigley said high quality Italian food remained an underexploited area in the UK and offered a big opportunity.