While "pineapple lump" is pretty squarely the favourite name-wise, the original pineapple chunk - invented in Oamaru in 1953 - has been revived to battle for Kiwi hearts.
Like all good Kiwi marketing plans, the chunk plan relies on a bit of national pride.
Pineapple lumps - the ones in the bright yellow packet - are made by Pascall.
Pascall is a brand owned by Cadbury, which is now owned by American food giant Mondelez International - formerly Kraft Foods.
Spotting an opening, the new New Zealand owners of the Regina brand of lollies and its original factory in Oamaru have relaunched pineapple chunks under the Regina brand - New Zealand-made and owned.
The new Regina owners are celebrating 60 years since Charles Diver, the confectionery chef and production manager at Regina's Oamaru factory, invented the pineapple chunk in 1953.
Diver had been tasked with finding a use for leftovers from an early version of the chocolate fish and came up with the rectangular favourite.
Regina sales and marketing manager Simon Williams said the old recipe had been matched as closely as possible. The new chunks would also have 15 per cent real pineapple juice which would set them apart from the foreign-owned pineapple lumps, he said.
"New Zealand doesn't have a brand it can call its own. [Regina] is intended to be a brand Kiwis can love."
In an entirely unscientific poll of the Fairfax Auckland newsroom, the new pineapple lumps were met with approval - by adults, anyway.
Workers at the adjoining Auckland Council building also approved, noting the real pineapple taste and the increased chewiness of the Regina chunks.
Expert lolly-taster Kaya Locke, 5, was emphatic however - lumps were the winner.
The "American" sweets were sweeter and Kaya was able to identify that the lumps seemed to have "more chocolate".
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