Rosella, the iconic maker of tomato sauce, soup and condiments that went through tough times more than a decade ago, is chasing a new generation of shoppers in the $320 million soup category as it accelerates a revival of the brand.

Rosella chief executive Michael Bartholomew said sales across the business were up about 30 per cent through the pandemic because of the rise in at-home consumption, and consumers’ renewed focus on Australian brands.