Unilever Bestfoods is giving its Italian sauce brand Ragu an image makeover so it can still make an impact on the increasingly crowded sauce fixture. The new look jar will have a milk churn' shape, pictures of ingredients and handwritten descriptors, according to Mike Miller, category manager, recipe sauces and olive oils at Unilever bestfoods UK. He added that "these elements have been introduced to convey Ragu's positioning as a rustic Italian brand. We believe this relaunch will drive average weight of purchase and loyalty and significantly boost the Ragu brand". The new look will be out next week ­ with a new Spicy variant joining the range. An ad campaign is planned for later this year. {{MARKETING - P&P }}