Wigan-based confectioner Uncle Joe's is relaunching its portfolio to target younger consumers and grow its business in the south of England.

This month's revamp will see the Uncle Joe brand character adopt a more youthful appearance on-pack in the first makeover in the family company's 110-year history. The logo will also be enlarged.

Rolling out now, the changes would give the brand "a modern twist and up its appeal outside its core 55-year-old-plus audience", said managing director John Winnard.

"Uncle Joe's is well established in the north west and we are now keen to push south a natural next step," he added.

The company, which is best known for its Mint Balls, has also grouped some of its bestselling sweets under a new Favourites banner to create better recognition for its non-mint products.