Holland’s has revamped its packaging in a bid to emphasis the provenance of its ingredients.

The new look will be roll out across its frozen, chilled, hot food-to-go and stadia pie portfolio, and will feature a new logo, bolder coloured packaging, and serving suggestions. A British flag will also feature prominently on-pack in order to demonstrate Holland’s meat sourcing assurance, and its support of British farmers.

The new look packaging will be phased into stores from November onwards. The firm said the quality of its chilled line packaging will be improved further by replacing the clear wrappers with a metallic film, to give a more premium appearance.

The pie brand will also be a rolling out updated POS across its various retail outlets.

David Girdler, spokesperson for Holland’s, said: “We wanted to create a fresh new look for Holland’s, while still keeping hold of the brand’s traditional heritage.

“The new-look packaging does just that; it’s bolder, it has clear concise information for the consumer and it’s more appealing, which provides a better showcase of the product on-shelf.”