The English Provender Company has ditched its name from its ingredients range and elevated the Very Lazy strap to brand status.

The move, which also sees the jars of chopped and paste chillies, ginger and garlic get a contemporary new look, would help Very Lazy "fulfil its strong sales potential in its own right", it said.

A £1.5m three-year campaign for the brand the company's biggest investment to date kicks off in January, and will include television, cinema, outdoor and press.

It is fronted by a new fictional brand ambassador Lazlo Vaslavsky, "the world's fastest human chopper" who will convey the convenience credentials of the products.

The new brand would extend the brand's appeal beyond its 28 to 45-year-old audience to attract younger consumers, said marketing controller Mark Bosworth, predicting sales would grow from £2m to £10m in the next three years. This would not be achievable "without moving the brand into other food sectors, something we are already working on", he admitted, although he would not divulge which sectors it was considering.

English Provender was also looking at more modern packaging formats to make the products more appealing to time-poor consumers, Bosworth said.

The move would also allow the company to focus on emphasising the Englishness of its eponymous-branded core range of condiments, he added.

The company also announced this week that it had reduced the weight of each glass jar by 12g as part of its green agenda.