Customise the ribbon (Word mainly) with a new add on

Hi,

I have recently installed an add on which works in most Office applications but it will be mainly Word that I will use it in.
A new menu has been created in the ribbon and I was hoping to find a way to either edit the new menu (rename) or move the button into another menu.

I assumed 'Customise the Ribbon' would allow me to do this but I can't figure it out!

Just for information it is the Avery Label Wizard I have installed. If you need more info/screenshots etc. let me know.

Thanks
Adam