The entire portfolio is being updated over the course of the year with a bolder and more consistent design, including a new red heart motif. Selected milk and food products arrived on shelf with the new logo this week.
More babyfood products will be added, which will also benefit from a "significant" boost to advertising investment compared with 2010, said Jeff Rothman, marketing controller.
The first of the new products to launch is Sunny Start wheaty biscuits (rsp: £1.99) a breakfast cereal similar to Weetabix but free of sugar and salt and enriched with extra minerals and vitamins.
Available in Tesco now, it will roll out to other multiples next month.