OK things have progressed to a new error message now.
I have the jar without the jre included.
I have an zip that includes both the new exe and the jre7 directory.
But I now get the following error popping up “An error occurred while starting the application %1 is not a valid Win 32 application”.
The only reference I see to 32/64 bit is in the Launch4J app on the JRE page and I have it left unticked as 32 bit.