Wilson's Country is to carry out a major overhaul of its packaging to give it greater on-shelf impact.
The Northern and Southern Irish potato and fruit supplier to multiples plans to redesign its branded products with new artwork, biodegradable films and better imagery.
The lines, which will be branded Wilson's Potatoes or Wilson's Fruit, will hit shelves this summer.
The move comes in the wake of consumer research following the company's sponsorship of Northern Irish TV show Lesser Spotted Ulster, which indicated the public had little knowledge of the brand.
"We're half way through a three-year plan to reach the £20m turnover mark," said MD Lewis Cunningham, adding that the company would als0 invest £2m this year in expanding and upgrading machinery and potato storage facilities.
Wilson's currently supplies Tesco, Dunnes, Spar, SuperValu and Superquinn and has a turnover of more than £15m.