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add_filter('gettext', 'renomear_itens_do_menu');
add_filter('ngettext', 'renomear_itens_do_menu');

function renomear_itens_do_menu( $menu ) {
// $menu = str_ireplace( 'Nome Original', 'Novo Nome', $menu );
$menu = str_ireplace( 'Woocommerce', 'NITcommerce', $menu );
// retorna o array $menu
return $menu;
}