Fox’s Biscuits is hoping to break into the impulse chocolate market with the launch of Echo bar.
The company – part of Northern Foods – plans to challenge Kit Kat’s leading market share with the new bar.
Echo is aimed at mothers and children. It will be backed by a press campaign, featuring ads and coupons in women’s magazines, created by St Luke’s Communications.
Trial packs of Echo – described as individually wrapped single fingers of bubbly white chocolate between a milk chocolate layer and a biscuit base – are expected to go on sale within a month.
The bar will also be sold in packs of six at a recommended price of 79p in Fox’s regular blue packaging.
Fox’s expects Echo to become a top-ten chocolate biscuit bar within 18 months.
A Fox’s spokeswoman says: “We’re taking advantage of the blurring between biscuit bars and confectionery.
“Echo is different from Rocky. It definitely targets the impulse market more. People who buy Kit Kat will be interested in Echo.”
Fox’s refused to say whether Echo will be followed with further impulse products later in the year.