Fox’s has relaunched its Echo brand as the ultimate in adult indulgence. Originally launched in 1999, the brand has undergone a major revamp in response to extensive consumer research carried out by Fox’s last year.

Containing 75% chocolate, Echo has been repositioned to be more than just a lunchbox filler and repackaged as a sophisticated biscuit bar.

“We have worked really hard with consumers to understand the market and how Echo can be repositioned to make its mark,” said Echo senior brand manager, Jim Procter-Blain.

The new-look design is based around a ‘rohrshack’ style ink-blot test, offering an element of interactivity as consumers can interpret different patterns on the wrapper.

“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,” added Procter-Blain.

The range consists of Milk Chocolate, Orange and Mint varieties and come in packs of six or eight. The new design is available in stores now.