Filippo Berio is being relaunched to highlight the heritage of the brand.

For the first time, the face of Filippo Berio, who founded the business in 1867 in Italy, will appear on all its oils, vinegars, pestos and olives.

The new packs will start rolling out now and are expected to be in full circulation by the end of the year.

A marketing push including national TV advertising is set to launch in January 2014 and will focus on the story of Berio.