The decision has been sparked by growth from competitors including Loyd Grossman and Uncle Ben's, while Sharwood's market share has diminished.
The company has terminated its relationship with incumbent branding agency Brandhouse WTS and is in talks with agencies including Coley Porter Bell, Vibrandt and Design Bridge.
Brandhouse WTS will continue to handle work for Sharwood's' parent, Centura Foods, on its British Bakeries business.
Centura is currently restructuring its marketing business, and appointed Rob Devonport as UK marketing director for Sharwood's in December. He replaced Jonathan Gatward, who joined Britvic. Centura brands director Sue Knight has also left, after being promoted from head of marketing on Sharwood's early last year. She has been poached by rival Premier Foods.
Sharwood's shift in brand direction will include new product development and
a revised brand strategy.
This will not affect TBWA\ London's hold on the advertising account.
Earlier this year, Centura Foods' owner, RHM, hired Universal McCann to its £10m media business. Prior to that, Vizeum had held the account for ten years.
Last year, Sharwood's introduced a range of oven-cook curry sauces as part of a £5m brand spend.
The launch was supported by a TV advertising campaign that featured the strapline 'It tastes loud'. However, the launch was marred by the revelation that the brand's name, Bundh, means 'arse' in Punjabi.
A spokeswoman denied that Sharwood's is holding a branding review.
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