Premier Foods is giving its Crosse & Blackwell portfolio the biggest overhaul in the brand’s 300-year history and backing it with a £10m marketing budget.

The move aims to leverage the brand’s "quality and heritage" across more than 250 products in several categories and is part of Premier’s strategy to increase its focus on branded products. In the past few years, branded products’ share of the business has risen from 30% to a 50% share.

The Crosse & Blackwell banner, which Premier acquired from Nestlé last year, already appears on household names such as Branston pickle, Sarsons vinegar, and Waistline soups and dressings and is set to spread, with new branded baked beans, pasta sauces, table sauces and soups being launched.