HP is rolling out 1899 limited-edition bottles - one for each year of the sauce's life. The redesigned bottles have Paul Smith-trademark stripes in varying shades of brown.
The range is being sold exclusively in Harrods, priced £2.95. It is being promoted as part of the department store's 'Truly British' season.
HP is not the first brand to ask a famous designer to spice up its image. Last year, Coca-Cola teamed up with several designers and celebrities to roll out limited-edition Classic Coke bottles.
HP, which was sold to Heinz in June by Danone for £470m, recently appointed Beattie McGuinness Bungay to its ad account. HP owns Daddies and Lea & Perrins.
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