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New Zealand brand Pitango will roll out a new packaging design on its soup and risotto ranges.

The packs feature photography aimed at showcasing the fresh, real foods the company uses, and have a new viewing window included.

General manager of brands Alan Lindeque says the new packaging design will be released in stores nationally from mid-April, highlighting the 'goodness' in each pack.

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Pitango has kept its iconic stripes but made the design more vibrant; yet with touches of rustic to symbolise the delicious flavours, fresh ingredients, and home cooking styles the company uses.

"We added in the tag on twine to complement our ‘homestyle’ methods, and kept our recognised hand-drawn brand mark," Lindeque says.

"In keeping with our open and honest approach, a bowl-shaped window was added, allowing the customer to see what they are purchasing."

Pitango was started by Yasmin and Ofer Shenhave 15 years ago, when the pair began serving their homestyle cooked soups from the back of a van, and was acquired in 2013 by Australian company Beak & Johnston.