Soup brand Crosse & Blackwell is embarking on a complete rebrand, which includes a packaging upgrade and four new variants.

The new flavours: carrot & quinoa; chicken & multigrain; broad bean, gammon & parsley; and green vegetable & kale, are made using ingredients from British producers.

To accompany the launch of the new additions, refreshed packaging will feature across the entire Crosse & Blackwell range. The contemporary new look is designed to celebrate the brand’s 200-year heritage and also feature an ‘Established In’ stamp and ‘From British Farms’ messaging.

The complete rebrand will be supported by a regional advertising campaign, featuring ITV Weather’s Becky Mantin, as well as PR and in store media including online and shelf support.

Dean Towey, marketing director for Princes, owner of Crosse & Blackwell, said: “After the significant amount of development and research that has gone into the Crosse & Blackwell rebrand, we’re thrilled to finally announce that the new-look products will begin to feature on supermarket shelves.

“We wanted to make an impact through a new design that will bring a disruptive and contemporary edge to the ambient soup category – one that echoes our new variants such as Carrot and Quinoa – but also stays true to our roots as a trusted partner of British Farmers.”