Mornflake is to launch new packaging, new products and a new marketing campaign at the end of the month following a root and branch review of its oat-based cereal portfolio.

The move, which came as Mornflake celebrated its 333rd anniversary, would help it meet increasing demand for oat products, said the company.

"We've come to the conclusion that in 2009 we should express what we do a little more dynamically," said retail sales director Alan Cullom. "British consumers are focusing on value and honest, healthy food options and we think people will want to hear more about what we do."

The brand has been given a "sunshine oat" logo, clear windows to showcase the cereals and new pack sizes. Among the new products is Oatbran Sprinkles (rsp £1.79), which come in a 500g tube for sprinkling into casseroles, using as a topping for yoghurts and salads or for pouring straight into a bowl. Also being launched is Crispy Mueslis, a four-strong range of muesli with fruits and nuts, rsp £1.98. Mornflake Utterly Apple Crisp, a mix of oat and rice clusters with apple pieces and Mornflake Oatbran Very Berry have also been added to the line-up.

Details of a press, PR and on-pack campaign are being kept under wraps, as are details for further NPD planned for the second half of this year.

The family-owned company last repackaged the range in July 2007 in a bid to emphasise its natural ingredients.