The former Confectioners Benevolent Fund will now be known as Sweet Charity and features a new logo.
The Fund, which started in 1918, offers help for former employees of the confectionery retail, wholesale and manufacturing trades. Last year it provided more than £500,000-worth of support to a total of 1,500 people in need of help.
In recent years, the Fund has focused mainly on supporting pensioners, but director general Patrick Davis said that the new communications strategy signifies a desire to reach out to a wider cross-section of those in need. He said: "We're here to support everyone - young, old and those recently made redundant. Sweet Charity really sums up what we do."