Robern Menz rebrands as Menz Confectionery

South Australian confectionery brand Robern Menz has rebranded as Menz Confectionery, adopting “Making Life Sweet” as its new tagline.

With 150 years of history in Australia and over 100 products, the company’s rebranding came about as it expanded its production capacity and workforce to deal with higher demand for its products, both within and outside Australia.

Over the next two years, the new tagline and shortened name, Menz, will be included on all packaging across the brand portfolio of FruChocs, Violet Crumble, Crown Mints, JeliChocs and Fruit&Nut Chocs.

“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 Menz Confectionery CEO Phil Sims.

“Our ultimate mission is to make life sweet for Australians and beyond and this brand shake-up is going to drive that goal for us into the future.”

Developed by Adelaide-based agency Showpony, the new brand identity took 12 months of research to develop.

“We know that a great brand appeals to both the head and the heart, and here at Menz Confectionery, we are about evoking memories, bringing people together and making life sweet,” Sims said.

Image credit: ©stock.adobe.com/au/GCapture