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Robert Edward Auctions LLCI agree. Here is what we wrote in the catalog description for a group of Square Colgans:
For more than thirty years, due to the natural desire of collectors to have a name by which to refer to them and a real interest in identifying the issue, these cards been referred to as Colgan's Chips "proof" cards. The square Colgan's Chips cards are, in fact, not really Colgan's "proof" cards. This unusual issue is obviously related to Colgan's Chips, and they do feature the same portraits as are found on E254 Colgan's Chips, but little else is known with certainty about them. It is our belief that these are a candy issue unto themselves, which was obviously produced in connection with the Colgan's set, but probably issued by a different company. Because of hobby tradition, unless the true issuer is ever identified by newly discovered advertising or a package design, these will probably always be known as "Colgan's Chips proofs."