The company has an updated logo on its packaging and lorries and a new consumer website - www.valeofmowbray.co.uk - to advertise its range.
Vale of Mowbray currently makes own-label products for a multiple and also sells branded pork pies in chains including Sainsbury's, Asda and Tesco, on a regional basis.
In production since 1928, the company has recently expanded its Leeming Bar factory and installed new equipment to enable it to grow capacity, initially by 30%. It currently sells up to 2 million pies a week.
MD John Gatenby said this would mean it could meet the growing demand for quality pork pies. He added that it would also concentrate on new product development, which was a major part of its investment. "We have big aspirations and are keen to offer different flavours and appeal to the sector of the population who don't currently buy pork pies."
New varieties sold on Morrisons deli counters have included chilli and black pudding.
The brand will also benefit from an integrated marketing campaign later in the year, including in-store activity, digital and regional radio.