Hipp Organic has redesigned its babyfood portfolio in a bid to reverse falling sales.

The entire 100-plus range now boasts brighter packaging featuring photography of fresh produce.

The number of new organic brands entering the category, such as Ella's Kitchen, had "led Hipp to drive the brand reappraisal", said Jane Mayall, head of marketing.

Meanwhile, eight new recipes have been added to Hipp's stage one and two jar ranges and it has introduced rapeseed oil across all of its stage one, two and three savoury jars to boost levels of omega-3.

Hipp's plastic pots range of 'more textured' dishes has received two new lines juicy tomato & sweetcorn pasta with beef, and sweet carrot & pea risotto with chicken in a bid to "make the transition to solids ­easier for babies".

Hipp's sales fell 18.9% to £25.2m last year [Nielsen MAT 2 October 2010].