Hermes has announced that it is changing its name following a series of complaints.
The delivery company will now be known as Evri, with a national television campaign set to roll out next week.
The change comes after a number of recent allegations of poor customer service and parcel mishandling.
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Chief executive Martijn de Lange said: "This rebrand follows significant investment and two years of dramatic growth which has resulted in our entire business going through a major transformation programme.
"It is more than just a name change – it is a statement of intent of our commitment to leading the way in creating responsible delivery experiences for ‘Evri one’, ‘Evri where’.
"It heralds a new culture and an even better way of doing things in an ever-evolving world, building on our achievements and successes."
According to reports, Evri will automatically enrol all of its 20,000 workers into a new £7 million pension scheme as part of the move.
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So-called ‘self-employed-plus’ couriers will be receive retirement plans as well as maternity and paternity packages.
Mr de Lange said: "When we first announced our SE+ model in 2019 we committed to continuing to develop our support for our self-employed couriers and we are proud to have been true to that and be leading the industry once again."
The move has been welcomed by trade union bosses.
Speaking about the news, Steve Garelick, the organiser for the GMB, said: "This breakthrough deal is a massive step forward and will make work better for GMB members.
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"Tens of thousands of couriers will now have the safety and security of knowing their retirement plans are being looked after.
"Meanwhile, the right to maternity and paternity leave will break down barriers previously blocking those with children from entering the profession."
Last year, a Hermes delivery driver was sacked after he was spotted dumping parcels in the woods.
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Amy Taylor was walking her dog in the woods in Carnwath, South Lanarkshire, Scotland, on 23 November, when she saw the delivery driver heaping packages into a big pile.
The 34-year-old said she asked what he was doing and he claimed he was simply 'sorting' the parcels; however, on her way home she found them left behind in the woods – including one package addressed to her.
To add insult to injury, the nurse said she received a notification stating that her parcel had been delivered.
Today's announcement also comes after a video obtained by The Times showed workers throwing parcels around delivery depots and over people’s fences.
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Responding to the claims, the firm said that findings were 'unfounded and do not reflect our business'.
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