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The Branston Squeezy line, which includes Mustard Pickle, Smooth and Small Chunk, will be supported by a £4m launch campaign.

Activity begins in September with radio and press ads by McCann-Erickson.

Packaging will feature messages such as 'Great on ham', 'Squeeze on cheese' and 'Look no bits' to convey suggested uses for each product. The range goes on sale in supermarkets across the UK from this month for £1.19.

Branston is the UK's best-selling pickle brand, with a turnover of £23m, according to ACNielsen.