Schwartz is aiming to shake up the herbs and spices category with a merchandising strategy focusing on the themes of simplify, segment and inspire, as well as £4.3m of TV advertising.

It is sponsoring C4's tea-time programmes featuring Richard and Judy and Paul O'Grady, ITV's Saturday Cooks with Antony Worrall Thompson and UKTV Food on Sky until December.

The company reckons its on-screen activity will reach 80% of its target audience.

The first phase of development is an in-store display to drive incremental growth in the category, which it values at £110m.

A new fixture design features colour-coded herbs and spices, 'bus-stop' sections, alphabetical merchandising and a meal solution unit. This sits in the centre of the fixture and offers recipe cards and meal ideas, as well as flagging up classic condiments.

"Current organisation of the fixture can lead to confusion - especially for less confident shoppers," said brand manager Sally Aisher.

The plan includes support from Schwartz category management teams.

The scheme has already been operating in ten Sainsbury's stores and is being rolled out to its whole estate. Aisher said the programme had tested well and had highlighted significant growth potential, with sales up 3% in incremental sales across the trial stores.

"Schwartz is perfectly positioned to lead this growth, with 90% of UK households aware of the brand and eight out of ten households already using a Schwartz product," she said.

The company, part of the McCormick global herbs, spices, seasonings and flavourings giant, has expanded its portfolio into dry sachet mixes, liquid sauces, stir-ins and salad dressings.

Newcomers include liquid gravies, low fat For Fish sauces and new looks for the Shotz range of sprinkle seasonings and meal seasoning mixes.