The agency has been briefed to promote the company's name change and raise awareness of the Bristol-based company's heritage as a leading supplier of a wide range of cooking ingredients.

Red will handle consumer comms, press office and social media activity, targeting "discerning cooks".

Activity has already kicked off with a Jubilee sponge recipe, competitions with Edd Kimber, author of The Boy Who Bakes, and outreach to food and drink and Mummy bloggers.

Rebranding activity will include a new logo, new innovative packaging, a revamped Facebook page and a new website. Red will work alongside design agency Honey, which will develop the new branding and website.

Emily Morgan, MD of Red consumer division Life, will lead the account and the team will report to Camilla Bond, head of marketing at Bart.

Camilla said: "The past 18 months have been an extremely exciting time for Bart and we can’t wait to see our creative ideas come to life. We believe that our re-brand will resonate with our existing audience of discerning cooks, and help us branch out to new consumers."

David Collard, chief executive at Bart, said: "We recognised the potential in the brand to stretch beyond the herbs and spices fixture; but it was also time for us to bring some new creative and thinking to the brand. It is very exciting to be able to talk about it for the first time. We have a lot in the pipeline for the next few months not only for the brand but our ranges and packaging."