Polly Waffle
Polly Waffle is an Australian chocolate confection consisting of a marshmallow-filled waffle wafer tube coated in compound chocolate.
Last updated August 25, 2026
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Overview
Polly Waffle is an Australian confectionery brand built around a distinctive combination of a tubular waffle wafer, marshmallow filling and a chocolate-flavoured compound coating. The original bar weighed 50 grams and became a recognisable Australian snack after its introduction in Melbourne in 1947 by Hoadley's Chocolate Company. Its unusual shape and texture distinguished it from conventional flat chocolate bars and helped give it a strong nostalgic association with Australian childhood and local confectionery culture. The brand originated within the Hoadley confectionery business, whose roots extended back to Abel Hoadley's preserving and confectionery operations in Victoria. Hoadley's Chocolates had been formed in 1913 and developed a broad range of chocolate products before creating Polly Waffle. The product was reportedly conceived by Mayfield B. Anthony, an accounts supervisor and family friend of the Hoadley family. During the 1970s, the bar was promoted with the slogan “mmm, crunch, aah!”, highlighting the contrast between its crisp wafer, soft marshmallow and chocolate coating. Ownership changed several times during the brand's original commercial life. Hoadley's Chocolates was acquired by Rowntree Mackintosh Confectionery in 1972 and operated as Rowntree Hoadley Ltd. Nestlé acquired Rowntree in 1988 and continued producing Polly Waffle under its Australian confectionery portfolio. In the middle of 2009, Nestlé introduced a revised recipe and packaging. The revised wafer was described as more sugary and brittle, although the overall appearance of the bar remained similar. On 23 November 2009, Nestlé discontinued the product after 62 years, citing poor sales. The discontinuation generated sustained consumer nostalgia and calls for a return. In 2015, Melbourne-based Chocolate Works released The Great Aussie Waffle Log, a confection designed to resemble the discontinued product, following a social-media campaign seeking Polly Waffle's revival. In 2019, Adelaide confectioner Robern Menz announced an agreement with Nestlé, the rights holder, to make a new version. Robern Menz was rebranded as Menz Confectionery in January 2022. Initial plans indicated a 2022 return, but the timetable was later delayed. The brand returned to retail in April 2024 in a new bite-sized format rather than as the original full-length bar. Polly Waffle Bites present the same broad product concept as small, rounded pieces containing the characteristic wafer and marshmallow combination with a chocolate coating. The relaunch made Polly Waffle an example of a heritage Australian confectionery brand revived through licensing, nostalgia and format adaptation. Its current identity therefore combines historical brand recognition with a smaller, shareable product format produced by Menz Confectionery under an agreement with Nestlé.
History
Polly Waffle emerged from the Australian confectionery operations of Hoadley's Chocolates. Abel Hoadley began a preserving business in South Melbourne, Victoria, in 1889. The enterprise expanded from jams, jellies, candied fruit and sauces into cocoa, chocolate and other confectionery. Hoadley's Chocolates Ltd was formed in 1913, the same year the company produced its first chocolate assortment. The Polly Waffle bar was created in Melbourne in 1947. Its design combined a waffle wafer tube with marshmallow filling and a compound-chocolate coating. The product's internal texture and tubular form made it notably different from the flat chocolate bars common in the market. Historical accounts identify Mayfield B. Anthony, an accounts supervisor and family friend of the Hoadley family, as the person who conceived the product. In 1972, Hoadley's Chocolates was acquired by Rowntree Mackintosh Confectionery and became known as Rowntree Hoadley Ltd. Nestlé acquired Rowntree in 1988, initially using the Nestlé-Rowntree name before removing the Rowntree designation. Polly Waffle remained in production under Nestlé ownership for more than two decades. A revised recipe appeared in mid-2009. The updated product retained the familiar appearance but used a wafer described as more sugary and brittle, and new packaging announced the change. Nestlé discontinued Polly Waffle on 23 November 2009, attributing the decision to poor sales after 62 years of production. The disappearance of the bar produced a durable nostalgia effect. In 2015, Chocolate Works released The Great Aussie Waffle Log, an imitation product associated with an online campaign calling for Polly Waffle's return. In 2019, Robern Menz, an Adelaide confectioner, announced a licensing agreement with Nestlé to produce Polly Waffle. The company had also acquired rights to produce Violet Crumble from Nestlé the previous year. Robern Menz initially indicated that Polly Waffle would return in 2022, but the schedule was subsequently delayed. The company was rebranded Menz Confectionery in January 2022. The revival reached stores in April 2024 with Polly Waffle Bites. Rather than reproducing the original full-length bar, the relaunch used small bite-sized pieces shaped as rounded orbs. This format retained the brand's core wafer, marshmallow and chocolate concept while adapting it for contemporary retail and sharing occasions. Polly Waffle also has a place in Australian popular culture. The name has sometimes been used as a euphemism for faeces, partly because a Polly Waffle thrown into a swimming pool can resemble one. The brand name has additionally supported wordplay involving “pollie,” an Australian informal term for politician, and “waffle,” meaning evasive or excessive speech. These associations have appeared in political commentary and campaign language, contributing to the product's recognition beyond the confectionery aisle.
- 2024
Polly Waffle returns as bite-sized confectionery
[1]Polly Waffle Bites reach stores in April, marking the brand's return in a new format.
- 2019
Robern Menz signs a production agreement
[1]Robern Menz announces an agreement with Nestlé to produce Polly Waffle.
- 2015
A lookalike product responds to revival demand
[1]Chocolate Works releases The Great Aussie Waffle Log following public interest in bringing Polly Waffle back.
- 2009
Recipe revision and discontinuation
[1]A revised recipe is released during the year, and Nestlé discontinues Polly Waffle on 23 November after 62 years.
- 1988
Nestlé acquires Rowntree
[1]Nestlé acquires Rowntree and continues producing Polly Waffle.
- 1972
Rowntree Mackintosh acquires Hoadley's Chocolates
[1]The brand moves into Rowntree Mackintosh ownership and is associated with Rowntree Hoadley Ltd.
- 1947
Polly Waffle is introduced
[1]Hoadley's Chocolate Company introduces the Polly Waffle bar in Melbourne, Australia.
- 1913
Hoadley's Chocolates is formed
[1]Hoadley's Chocolates Ltd is established, creating the corporate confectionery context from which Polly Waffle later emerged.
Products and positioning
A nostalgic Australian heritage confectionery brand known for its distinctive combination of crisp waffle wafer, soft marshmallow and chocolate coating.
Chocolate confectionery bar · 1947
Polly Waffle
The original 50-gram Polly Waffle was a tubular waffle wafer filled with marshmallow and covered in compound chocolate. Its contrasting crisp, soft and chocolate-coated textures formed the central product identity. The bar was produced from 1947 until Nestlé discontinued it in November 2009.
Bite-sized chocolate confectionery · 2024
Polly Waffle Bites
Polly Waffle Bites are the revived version of the brand introduced by Menz Confectionery in April 2024. They use small rounded pieces rather than the original full-length bar while retaining the brand's broad combination of wafer, marshmallow and chocolate coating.
Marketing campaigns
- 2015Polly Waffle revival social-media campaign
Australia
Consumer activity on social media called for the discontinued confection to be resurrected, contributing to renewed public attention around the brand.
Outcome. The campaign coincided with Chocolate Works producing an imitation product and helped sustain demand for an official revival.
- 1970“mmm, crunch, aah!”
Australia
A 1970s advertising slogan used sensory language to emphasise the product's crisp wafer, soft filling and chocolate coating.
Outcome. The slogan became associated with the brand's classic advertising identity.
Brand decisions
2024
The brand returns in bite-sized formProduct launchBackground
Menz Confectionery revived Polly Waffle after the original bar had been absent from stores since 2009.
Action taken
The company launched Polly Waffle Bites, replacing the former full-size bar format with small rounded pieces.
Aftermath
Polly Waffle re-entered Australian retail as a heritage-brand relaunch with a revised serving format.
2019
Nestlé licenses production to Robern MenzStrategyBackground
Consumer nostalgia and calls for a revival created an opportunity to return the heritage brand to the Australian market.
Action taken
Nestlé signed an agreement with Robern Menz to produce Polly Waffle.
Aftermath
The planned relaunch was delayed from an initially discussed 2022 timing and ultimately appeared in April 2024 as Polly Waffle Bites.
2009
Nestlé changes the recipe before discontinuationGeneration changeBackground
Nestlé introduced a revised Polly Waffle recipe and new packaging in mid-2009 while retaining the product's familiar visual appearance.
Action taken
The wafer was changed to a formulation described as more sugary and brittle.
Aftermath
Nestlé discontinued the product on 23 November 2009, citing poor sales.
Recent events
- 2024
Polly Waffle returns as Polly Waffle Bites[1]
Product launch · Product generation
Menz Confectionery relaunched Polly Waffle in April 2024 as Polly Waffle Bites, using small rounded pieces rather than the original full-size bar format.
- 2022
Polly Waffle revival is delayed[1]
Other
The planned return, initially discussed for 2022, was pushed back as production and relaunch preparations continued. Robern Menz had been rebranded Menz Confectionery in January 2022.
- 2019
Robern Menz agrees to produce Polly Waffle[1]
M&A
Robern Menz announced an agreement with Nestlé to produce a new Polly Waffle product, beginning the process of reviving the Australian brand.
- 2015
Chocolate Works releases a Polly Waffle-inspired product[1]
Product launch
Melbourne-based Chocolate Works introduced The Great Aussie Waffle Log, a product designed to resemble Polly Waffle amid public calls for the discontinued bar to return.
- 2009
Nestlé discontinues Polly Waffle after 62 years[1]
Other
Nestlé ended production of Polly Waffle on 23 November 2009 after the long-running Australian confectionery product experienced poor sales.
Sources1 sources
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