Oriental specialist Amoy is celebrating Chinese New Year with a stylish redesign its entire range.

The Heinz-owned company is decorating the brand's new black packaging with ornate Chinese art to emphasise the authenticity of foods including soy sauce, noodles and straight-to-wok vegetables. The new lines will roll out next month to coincide with Chinese New Year, which starts on 26 January.

Brand manager Caroline Grimshaw said he expected Amoy to benefit from renewed consumer enthusiasm for Chinese food and culture. "This new packaging will appeal to consumers ­looking to recreate an authentic oriental taste in their kitchen and clearly communicates our expert credentials on pack," she said.

Amoy will also be airing television advertisements over the Chinese New Year weekend, on UKTV, as well as conducting in-store sampling activities.