Chivers is investing £500,000 (€634,870) in re-branding its range of preserves and jellies. Its new, extremely colourful television and press advertising campaign, which began this week, has been developed by McConnells to support the brand's new logo and contemporary new livery.

Chivers has a conservative product image which it is hoping to change with its new lines.

Two new flavours, mango and blueberry, have been added to the range in order to appeal to an increasingly sophisticated market.

In addition, the company, in direct response to consumer preferences, has developed a range of low-sugar spreads which are clearly flagged on the label as containing no fat.