Upmarket game foods brand David Oliver Fine Foods is aiming to tap into a wider market with a new look and revamped product range.

The Oxford-based business is expanding into ambient products with sauces, stock and soups designed to hit a lower price point than the fresh soups and ready meals - such as venison stew and rabbit & flageolet beans - it has previously sold through retailers including Ocado and Waitrose.

“We sell lots of products to people who are already buying pheasant,” said co-founder Oliver Shute.”We wanted to appeal to new shoppers and make it a bit more fun.”

The brand has ditched its “old-fashioned” packaging, which featured silhouettes of country types shooting, for a brighter look featuring cartoon-style illustrations.

The ambient range comprises 300g pouched soups in: pheasant mulligatawny wild game bird royal game with venison, partridge and pheasant (rsp: £1.99/300g). It also includes royal game stock (rsp: £2.49/500g) and three ambient pasta sauces - British wild boar ragu with tomatoes, oregano, chilli & cinnamon British venison, mushroom & whisky and a venison bolognese with tomatoes, red wine & basil (rsp: £2.29/ 300g).

The business will continue to sell fresh soups (rsp: £2.99/600g), and is currently in talks with a manufacturer about relaunching its fresh ready meal range, which it discontinued in January this year.

Shute and fellow chef David Holliday are planning to further expand their range for summer 2014.

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