New Pack Design for Fox's Echo Biscuits

Fox's has undertaken extensive consumer research into the chocolate biscuit bar market and discovered a strong consumer need for a product that offers real sensual indulgence.

04/06/08 Available in store now, the three-strong range will be supported by a £500,000 brand investment to include advertising, sampling and PR.

Echo, which first hit shelves more than 10 years ago, boasts 76% chocolate – more than any other chocolate biscuit bar. Fox's aims to cement its position as a premium, indulgent product by giving greater differentiation on shelf and engaging with its core consumers.

Jim Procter-Blain, Echo Senior Brand Manager, 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 but the growing chocolate biscuit bar category as a whole.”

Fox's has undertaken extensive consumer research into the chocolate biscuit bar market and discovered a strong consumer need for a product that offers real sensual indulgence. As Echo is virtually the only product on the market to meet this need, it's important that the brand reflect these credentials and is supported to ensure stand out.

The sensual new packaging is based around a 'rohrshack' style ink-blot test and offers an element of interactivity which competitor packaging may lack by allowing consumers to interpret the design in different ways.