Continental deli brand Unearthed is expanding its range and revamping its packaging to stand out better against own label.

The Waitrose-exclusive brand is replacing its black and white images with colourful, tongue-in-cheek illustrations and repositioning cardboard sleeves to show more of the products.

“In the five years since we launched, own-label packaging has changed massively, and our design was getting swallowed on-shelf,” said founder Simon Day.

The new design goes into stores on 13 May, when Unearthed launches three chilled olive lines (£3.49 for 230g), stuffed mixed peppers (£3.29 for 125g), a Bavarian bratwurst and Bavarian currywurst.