Baxters Food Group has given its entire range a new look in what it claims is “the biggest change” in its 130-year history.

Due on shelf next month, the new livery has taken 18 months to develop and the Highland-based firm is backing it with a £2m advertising campaign, concentrating on radio ads scheduled for the winter soup season.

There will also be new Flameroast Red pepper & Tomato, Broccoli, Stilton & Bacon and Chargrilled Chicken & White Wine with Shallots flavours in the luxury soup range - a sector which the company claimed grew by 25% last year.

New packaging aims to give all the products a more premium quality image and features clearer food photos and an updated logo, as well as new background colours. It will be applied to all export and chilled products as well as the grocery range.

Demand chain controller Kevan Mallinder said the brand’s current core audience was over the age of 55 but that the aim was to extend its appeal down to consumers aged 45. He said the company hoped to harness this age group’s mistrust of large corporations.