The Porkinson Banger has livened up its packaging with colourful boxes designed to stand out in the competitive premium sausage category.

The company's traditional black and white packaging is being replaced with a range of designs and a new logo featuring a bow tie, moustache and sausage-shaped cut-out.

It is also launching two new varieties, Suffolk ale & herb and English sage & onion, which will be on shelf in the major supermarkets by the end of the month.

Porkinsons' Oxford recipe, which features lemon and nutmeg, is returning as part of plans for regular six-monthly limited-edition launches.

"The new designs embrace our heritage while conveying a modern and exciting feel," said brand manager Claire Hilton.

Sales of The Porkinson Banger are currently worth £4.5m in the £128m premium adult sausage market.

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