The bagged chocolate was renamed Menz Bumbles, keeping the traditional homemade recipe which features sweet honeycomb in a chocolate coating.
The new look is reminiscent of old-fashioned, traditional confectionery and has been designed to trigger nostalgia in consumers.
The fourth generation family-owned company felt that the branding needed a refresh to appropriately represent the product and its core brand ethos.
“Menz Choc Honeycomb is Australia’s biggest-selling bagged choc honeycomb brand, and we felt like it was in need of a bit more love and a refresh. Customers tell us that it is reminiscent of something their Grandma use to make, evoking feelings of nostalgia, tradition, and family,” said Phil Sims, CEO, Robern Menz.
“The new name – Bumbles is not only suggestive of the origins of honeycomb, but radiates the cosy brand values that the snack represents.”
Menz Bumbles is available in Milk, Caramel and Dark Choc varieties from supermarkets and independent retailers.