Gallaher is giving its Berkeley Superkings brand a makeover in a bid to improve the budget brand’s appeal.

The new look will see packs emblazoned with metallic red, blue and green to distinguish the three variants in the range.

The changes are intended to bring the brand up-to-date and mark a shift away from its simple design, said the company.

Trade communications manager, Jeremy Blackburn, said: “Berkeley packs have traditionally had a simple, no-nonsense design to appeal to the brand’s older target market, many of whom are women.

“While it’s important to maintain a classic, understated look, the brand image has now been modernised with a more contemporary design which we believe will appeal to new Superking smokers seeking a long-length product.”

The new-look packs will be available later this month.