Some folks suggested on social media that the new bird looked a tad odd.

"Looks like any generic brand now. Guess it's time to try the Coles/Woolies/Aldi versions instead," one Twitter user said, in a cutting, impulsive and ultimately uninformed remark.

Another said: "The consumer will let them know soon enough!"

Arnott's jumped into the debate to clarify: "This is not a new brand identity. This is a new corporate name change and new corporate logo only".

"The Arnott's biscuits logo remains the same on all of your favourite packets of biscuits."

Arnott's has a rich history in the Hunter, almost as rich as a Tim Tam.

William Arnott migrated from Scotland, set up a bakehouse in Morpeth in 1850 and began baking sourdough bread. In 1865, he established the Steam Biscuit Factory in Cooks Hill and began baking biscuits and cakes.

While returning to Australia from a visit back to Scotland, the ship's captain gave William a macaw as a gift. It became the face of Arnott's biscuits.

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