Euro Food Brands is introducing a new look across its Ainsley Harriott cup soup and couscous portfolio, after becoming UK distributor for the products.

The packaging revamp is designed to give more emphasis to the flavour of the range, while retaining its premium look and feel. The new designs will roll out to all stores by the end of this month.

Peter Butler, managing director at Euro Food Brands, said: “We are delighted to be representing the Ainsley Harriott brand in the UK and Ireland. The brand already plays a significant role within flavoured couscous and cup soup; however, we have identified numerology growth opportunities in both existing and new categories and are working closely with production partners to achieve this.”

The Ainsley Harriott portfolio will be supported throughout 2019 with the launch of a new cookbook and a 10-part Caribbean-themed series airing on primetime TV.