The change at the drinks manufacturer, which has a 41% value share of the smoothie market in the UK according to ACNielsen, will be overseen by its new chief executive Andrew King, the former sales and marketing director of Orchard House Foods.
It is expected to include an advertising campaign from the company, which appointed the creative agency St Luke's earlier this year to handle its advertising, previously created in-house.
King, whose appointment was announced last week, is expected to oversee the new marketing drive at the firm.
He is in the process of appointing a marketing director at the soft drinks company, following the departure of former marketing director Kathryn McKenzie, who left to return to New Zealand.
King said: "The new PJ Smoothies will re-energise the UK smoothie market."
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