The Dormen Food Company has embarked on ambitious plans to double its retail sales to £28m in the next five years, kicking off with a relaunch of its posh nuts portfolio.

The revamped range includes improved recipes, a "less cluttered" look on-pack and a departure from the original Dormen's Finest Quality Nuts brand name. 'The Dormen' name would allow the company to expand outside its core nuts heartland, while the revamped packaging would "help cement the brand's key premium and quality messages", said the Glisten-owned company.

"Our first goal is to establish ourselves as the main nuts brand when it comes to quality and premium credentials," said MD David Collard. "We will then be looking to stretch the brand outside hand-held snacking with NPD in the pipeline for 2011 as part of plans to double our retail sales to £28m in the next five years."