Fox's predicts its Some Like 'Em Hot range, designed to be eaten hot or cold, will take biscuits into new usage occasions. David Myerson (with four year old son Alex) is managing director of Hurricane Brand Design Consultants in Oxfordshire Firstly, being anal about my chosen career, let's consider the pack design. It is not bad ­ requiring little brain power to understand the concept. There is clear communication about the hot' bit, and the use of a single background colour is good for impact on a very crowded fixture. Having said that, there are a few niggles. The steam imagery with the product description cuts right across the product shot, reducing it by half, and that's where I would have wanted to maximise the appetite appeal. Also, the design of Some Like 'em Hot lacks character or brand meaning. And if the little product segments on the top are intended to look like devil horns, it's way too subtle. My biggest gripe, though, is about the volume of packaging for just six biccies. Yes, I know about product economics and all that, but if it's repeat purchase you want, this is going to be a problem. Also, getting the flimsy thermoform tray and separate lid back in the foil wrapper was impossible, especially since most of the wrapper was torn up when I opened it. But that's enough about the presentation, what about the product? If my kids were anything to go by, this is more likely to score with adults. My four year old grunted, while the six year old looked only vaguely interested. But these could well find their way on to my favourites for a while, as long as I can heat them. (They were a little chewy cold). And for the committed indulgence junky, they are an addiction in waiting. The Toffee and Apple was really appley and the Raspberry and White Chocolate gave equal hits of both flavours. The Chocolate was mildly disappointing, but then I am an 80% chocolate or nothing sort of bloke. However, the melted bits were good. They flopped a little after microwaving, so they're probably better when heated conventionally. No doubt there are some people out there who will eat only one, but I am not among them. Anyway, anything less than two or three is just wimping. The trouble is that the heating instructions don't give you the option to heat more than one at a time. Puh-lease! {{P&P }}