Marketing director Nigel Parrott, who is behind the refocus, said the first new products were likely to be sauces, fruit salads and ready meals and will appear on shelves next May. He promised they would be "natural and innovative, as befits the values of the brand".
The rebrand, devised by consultancy Reach, is the first major overhaul of its identity since its launch in 1987. It will be supported by a £3m ad campaign by Hooper Galton, breaking in the national press in October.
The campaign will run throughout the winter and will advertise the soups range only. Sampling in supermarkets and car parks will support the ads.
The soups range will be relaunched with new recipes across its 15 core varieties and four Soups of the Season, and packaging that incorporates a new label device. The brand will continue to be sold in Tetrapak containers.
According to the company, the brand is growing at 14% per annum.
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