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Robern Menz rebrands as it chases growth at home and abroad

Menz FruChocs in old livery soon to feature new branding and tagline. (Source: Robern Menz/Facebook)

Robern Menz, the South Australian confectionery maker, is rebranding as Menz Confectionery, reflecting the company’s expanding product range, and the recent acquisition of additional brands. 

Over the coming two years, all of the company’s packaging will progressively adopt the new tagline “Making Life Sweet” and the abbreviated brand name Menz. 

“Over recent years, we’ve been humbled to see the business grow and with this growth, has come a need to reflect on who we are as a business today and how we want to position ourselves moving forward,” said CEO Phil Sims, explaining the decision.

“We’re a brand with a rich history in Australia, we’ve been around for 150 years, are the custodians of over 100 products and to ensure we’re still thriving in another 150 years. Our ultimate mission is to make life sweet for Australians and beyond and this brand shakeup is going to drive that goal for us into the future.”

From its own products built over time, such as FruChocs, JeliChocs and Fruit&Nut Chocs, Menz has grown in recent years with the acquisition of Violet Crumble and Pollywaffle. The company now plans to boost staff and production to cater for increasing export demand in the US and Asia and pursue further growth opportunities at home and abroad. 

The new brand identity was developed over the past year by Adelaide-based agency Showpony.

“The process to find the right brand for Menz Confectionery was meticulous and is representative of their forward-thinking and collaborative approach,” said Showpony creative director Rory Kennett-Lister. “We wanted to build a brand that speaks to the customer but also to the brand’s rich history and bright future.” 

Sims said creating an identity that appealed to customers was particularly challenging given the broad demographic of its customers. 

“We’re for the twenty-somethings and their Violet Crumble cravings. We’re for the grannies and their car consoles of Crown Mints. We’re for the expats and their freighted FruChocs and the kids who love a JeliChoc hit. We’re for the young and the old.

“We’re for preserving and growing, the name behind it all. The custodians of iconic Aussie confectionery,” Sims said.

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