Big Communications has overhauled the pack design to create greater brand consistency across the portfolio, according to a spokesman for the brand, which is owned by Red Mill Snack Foods.
The work, which will be rolled out from this week, features a harlequin design. The packaging for each variant is differentiated by colour: Pork Crackles features a two-tone gold chequered design, Pork Crunch blue, and Pork Scratchings a silver-and-white version.
Other changes include an increase in the size of the red typography used for the Mr Porky name, which is now positioned in the centre of packs, and the introduction of the strapline 'Great taste, no porkies'.
A humorous touch has also been added, with the packs now carrying 'messages' from Mr Porky. The storage instructions, for example, read 'Where should Mr Porky live? In a comfy, cool and dry place'.
Packs supplied to the on-trade will be mounted on a backing card which, once all the bags have been removed, reveals a naked Mr Porky.
Two products have been added to the range: Prime Cut Scratchings, which feature bigger pieces, and Crispy Bacon Bites, in Tomato Sauce and Brown Sauce flavours.
The relaunch will be backed by a website.
Mr Porky has a 68% share of the pork-snacks market, according to ACNielsen.
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