HJ Heinz has revamped its Amoy range in time for the Chinese New Year.

The new look, which will be rolled out during January, involves a "major redesign", the company said, in a bid to reinforce Amoy's "authentic oriental credentials".

Pictures of the food will appear on pack and Amoy will be supporting the Chinese New Year starting 26 January with in store activities. 

Amoy adverts will also appear on UKTV throughout the weekend of Chinese New Year.

"The Amoy brand can trace its roots back to the Chinese city of Amoy over 100 years ago and the new packaging really brings this heritage to life," said Caroline Grimshaw, brand manager, Amoy.  "This new packaging will appeal to consumers looking to recreate an authentic oriental taste in their kitchen and clearly communicates our expert credentials on pack."

The oriental category is worth GBP172m (US$255.6m) in the UK, with sales growing by 7%, the company said. 

"There are still a large number of consumers who find the oriental category a little daunting and are unsure how to use the products or cook oriental food," Grimshaw added. "Throughout 2008 Amoy has demonstrated that our products are as relevant today as they were 100 years ago, while also helping retailers to grow their sales."