Commercial development manager Ian Riggs said Kings' 250 years in the business and unrivalled market knowledge had helped to revamp the product.
He added that the findings of market research and focus groups alongside retailer research in both independent stores and medium-sized chains had suggested the range needed a full review. The subsequent process of launching the new packet seed range began two years ago.
New packets will be non-fade varnished. Sales information is now on the front of packets, which have changed from pouch packs to eurohooks. Many have an increased seed count.
The company has held the national contract to supply seeds to allotment growers through National Society & Leisure Gardeners since 1971.
Kings has on-site internationally-accredited laboratories and is well-known for its sweet pea seed. It is also the registered maintainer of many vegetable seed varieties responsible for ensuring true varietal breeding lines.