Swedish Kitchen hopes to boost sales of its meatball range with a relaunch that will include NPD and a revised promotional strategy.

The chilled meatball supplier, which is owned by Sweden-based Scan Foods, said it hoped to improve on last year's £10m sales by adding two new ranges later this year to sit alongside its Classic Meatball product (rsp: £2 to £2.20).

Delicatessen Meatballs have a higher meat content than the Classic product and will be available in beef and pork variants (rsp: £2.20). They will be joined by three Mini Meatball lines in Cheese, Mild Chilli and Sun-Dried Tomato flavours (rsp: £2).

Meanwhile, the packaging of the Classic Meatballs, which are available in Sainsbury's, Asda, Spar and The Co-operative Group, has been updated to feature a more visible ingredients list.

Swedish Kitchen said it was in discussions with major retailers about putting the new products on shelves by Christmas.

As part of the relaunch, Swedish Kitchen has outsourced its sales and marketing operations to a contracted sales partner, Bridgethorne, to improve its relationship with retailers. The brand had been heavily promoted by retailers over the past year, admitted MD for Scan Foods UK Thomas Perkiö, and retailers needed guidance on where to position the meatballs to boost sales.

"We could be more pro-active about offering them advice about which aisle they should be stocked in," he said. "Our new marketing approach will see us educate British consumers about how best to use meatballs and give them recipe advice."