UK-based food group Premier Foods plc has axed the traditional Oxo cube shape in favour of an 'X'-shaped product.

The change is part of a GBP2m (US$3.4m) 'Oxo Factor' marketing campaign and relaunch for the Oxo brand.

UK families are being invited to make their own advert showing how they use Oxo to cook with, with the chance to win a GBP10,000 prize. The campaign will be supported by a national press and PR campaign running from mid August.

Premier will air the five best films on TV from mid-October through to December, during which time, consumers can vote for their favourite ad. The Oxo Factor ad will then be aired during the X Factor final.

Premier will also be revamping its packaging design alongside the new 'X' shaped cube.

Oxo cubes are available in chicken, beef, lamb, and vegetable flavours with an RRP of GBP0.98 for a pack size of 12 cubes.