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Northern Foods is continuing its efforts to revitalise its Fox’s biscuit portfolio with the relaunch of “indulgent” brand Echo.

The UK food group, which last week announced the launch of Fox’s Whipped Creams, has redesigned the packaging for Echo to reflect its “indulgence credentials”, the company said.

“We’ve worked closely with our customers to help us understand how Echo can offer them something new to the usual biscuit experience,” Echo senior brand manager Jim Procter-Blain said. “The dramatic and creative packaging redesign will engage and excite shoppers.”

The range includes milk chocolate and mint varieties.