JKR stirs up packs for Options

Low-calorie chocolate drink Options is being relaunched with new packaging by Jones Knowles Ritchie.

Options, owned by Wander Foods, needed a boost after facing a lot of competition from subsequent launches of other brands in a market sector it created, says JKR’s Jonathan Kirk.

“There comes a time when you have to redesign to get the differentiation back,” he says. “We have majored on the fact that it is a lovely, luxury chocolate drink that won’t make you fat.”

The O in Options has been developed into a swirl, which is being registered as a trademark. The new packaging is used across nine flavours, and for both sachet and larger, bag formats.