The company, currently in its 55th year of trading, is ringing the changes with a bolder logo across its range of cooked meats. It will back the revamp - which is only the third update in more than 30 years - with a £10m ad spend in 2005, up from £4m this year.
Matthews also aims to make the category easier to shop by introducing bold colour codes across packs.
Rolling out now, new packs will feature a dark blue colour scheme for turkey ham, light blue for pork ham, green for sliced turkey and red for chicken. Marketing director Andy Watts said the aim was to create a point of difference for the company’s market-leading branded offerings, which take an 18.3% share of a £1.4bn market (ACNielsen).
The market is dominated by own label (71.4%) but is nevertheless still growing by around 8%.
“We want to be a true category leader and sort out some of the issues,” said Watts. “We want to do the same thing in cooked meats as the likes of Walkers and Head & Shoulders have done in their categories.
“We want our packs to have that level of impact in a category that is often very confusing for shoppers.”
A TV advertising campaign is scheduled to start early in the new year.