Three new ingredients lines have been added to the struggling Linda McCartney range of frozen ready meals, as part of a review of the Hain Celestial portfolio that will involve the McCartney family in a brand rejuvenation.

Vegetarian mince, vegetarian meatballs and vegetarian chicken-style pieces will provide cooks with alternatives to meat and existing meat-free options. The new products will be available from August.

But this is just the start of a strategic review that could see the Linda McCartney brand entering the chilled food and sandwich arena.

The frozen ready meals business was once a £40m brand, but in recent years sales have fallen to an estimated £10m. A relaunch at the end of last year led to a 19% year-on-year improvement in sales, making it the fastest-growing meat-free brand in the UK in the first quarter of 2008. But Hain Celestial executive chairman Peter McPhillips said there was still "a huge opportunity" for the brand.

Having the blessing of Sir Paul McCartney, who licenses the brand, and his daughters Stella and Mary is a gift that "money can't buy", said McPhillips. The McCartneys visited Sainsbury's Holborn HQ this week for the launch of the new ingredients lines and a showcase of the range.

"Paul has taken a very close interest in the range: the ingredients, the recipes, the ethics and the marketing," said McPhillips.

"We sat down for another hour after the Sainsbury's meeting to discuss the possibilities. [Fashion designer] Stella has promised to look at the packaging. [Photographer] Mary will help with the photography.

"But as well as the excitement and support of Paul's family, which is unbelievable, there is a huge opportunity because we don't need to use a specific ingredient, like Quorn [the number one vegetarian brand].

"This frees us to focus on Linda's original vision of providing inspiring and enjoyable meat-free food.

"I'm not knocking Quorn - it's a fantastic product -but I don't mind being the number two as we believe we have some strong alternative offers to complement theirs and to grow the category," he added.