Fox's has re-launched its indulgence brand Echo with a new pack design.
The range will be supported by a £500,000 brand investment including advertising, sampling and PR.
Echo has 76% chocolate and Fox's aims to position itself as a premium, indulgent product on shelf and to engage with its consumers.
The new packaging is based around a 'rorschach' style ink-blot test and aims to offer an element of interactivity, offering consumers the chance to interpret the design.
Jim Proceter-Blain, senior brand manager of Echo, says: "We have worked really hard with consumers to understand the market and how Echo can be repositioned to make its mark.
"We are really excited by this dramatic packaging redesign which we feel reflects the indulgence credentials of the Echo brand. By increasing the product's presence on shelf we're hoping to attract new and lapsed users to the fixture and add incremental growth, not only to the Echo brand, by growing the chocolate biscuit bar category as a whole."
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