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Australian confectioner Robern Menz has renamed its Menz Choc Honeycomb, naming it Bumbles following extensive consumer research and analysis of market trends.

The fourth-generation family-owned company says it felt that its branding needed a refresh to better represent the product and reflect its core brand ethos.

Menz Bumbles is made from a traditional homemade recipe, with crumbly honeycomb covered in a a chocolate coating and the new name and packaging has been designed to appeal to nostalgic consumers hungry for old-fashioned, traditional confectionery remembered from childhood.

“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,” Robern Menz CEO Phil Sims said.

“Customers tell us that it is reminiscent of something their Grandma used to make, evoking feelings of nostalgia, tradition, and family. The new name – Bumbles is not only suggestive of the origins of honeycomb, but radiates the cosy brand values that the snack represents.”

Milk, Caramel and Dark Choc varieties of Menz Bumbles in a variety of pack sizes are available from supermarkets and independent retailers.