Farmfoods has increased pre-tax profits by 29.2% to £13.8m after giving its stores a more upmarket ­image.

The frozen food discounter's turnover also increased by 10.2% in the year ending December 2009, according to accounts posted at Companies House.

Farmfoods changed its fascia and logo from blue to a more upmarket black featuring pictures of rolling fields last March in a bid to change consumer perceptions of it as a discount retailer and reposition itself as a quality value retailer.

The new look was also extended to Farmfoods' own-label produce, and the chain adopted the new ­straplines 'Freezing in the Goodness' and 'Great Food at Amazing Prices'.

Farmfoods does not ­reveal its store numbers, but latest Grocery Retail Structure figures reveal its estate increased from 304 to 310 over the past year, suggesting like-for-like sales have increased.