Lea & Perrins Worcestershire sauce will be available in its redesigned bottle from December from all major retailers and convenience stores

Lea & Perrins Worcestershire sauce will be available in its redesigned bottle from December from all major retailers and convenience stores

HJ Heinz has redesigned its Lea & Perrins Worcestershire sauce label in a bid to boost sales.

The new label features black writing, compared to to the current label, which has a black background with an orange box in the centre. The company said it aims to "drive purchase" among new and existing customers.

Lea & Perrins brand manager Cis Nijenhuis said: "Our new campaign reminds consumers that Lea & Perrins can be a great addition to a variety of their favourite recipes."

The campaign is also being supported by advertising in consumer print titles and in-store activity, as well as outdoor advertising.

The new design coincides with the "A Dash Makes All The Difference" campaign, starting in November, which encourages consumers to use a dash of Lea & Perrins Worcestershire Sauce, the company said. 

Lea & Perrins Worcestershire sauce will be available in its redesigned bottle from December from all major retailers and convenience stores with an RRP of GBP1.25 (US$2.00) for 150ml bottle and GBP2.25 for 290ml bottle.