Fourth generation family owned Australian business, Robern Menz, has signed an agreement with confectionery giant Nestlé to acquire Violet Crumble chocolate. The latest move will bring one of Australia’s most iconic snacks back under Australian ownership.
The sale of the Nestlé Violet Crumble brand to Robern Menz will see the South Australian based confectionery company obtain Nestlé’s rights to the Violet Crumble trademark and brand globally, with manufacturing, sales and marketing operations transitioning from the confectionery giant to the Aussie business gradually throughout 2018.
Robern Menz CEO, Phil Sims, said he is thrilled for the company to take ownership over one of Australia’s most beloved brands and is excited by the prospects that come with this step-up for their business.
“We are really excited to have partnered with Nestlé and reached an agreement to acquire what is undoubtedly one of Australia’s great brands,” Sims said. “… And as the new gatekeeper of Violet Crumble, we are aware of the responsibility that comes with owning a brand so highly regarded in the Australian marketplace.”
Sims went on to mention that throughout 2018, Robern Menz will develop plans for Violet Crumble that will include re-introducing the product in a variety of nostalgic formats loved by generations of Australians.
Robern Menz is one of the country’s largest Australian owned confectionery businesses and manufacturer of choc honeycomb, a key product among their Menz confectionery range. The acquisition makes Violet Crumble a seamless fit.
“We are fiercely passionate about Australian brands, and with a significant honeycomb line of our own, the opportunity was too good to pass on. With our expertise, we can ensure that Violet Crumble is produced with no change to the recipe and with the same passion and affinity Australians have had towards the brand since 1913,” Sims said.
Under the ownership of the Aussie confectionery, Violet Crumble will once again be produced in South Australia after Rowntree Hoadley, which was acquired by Nestlé, closed their Adelaide plant in 1985. As part of the 2018 transition, the famed Violet Crumble recipe will end up being 100 per cent made at their manufacturing facility in Glynde, South Australia.
Robern Menz has announced in a statement the takeover will allow them to employ up to an additional 30 positions in South Australia. The company is also investing a further $4 million in 2018 on a factory refit and extension and new warehousing facilities to further support the production of Violet Crumble and the growing demand for their other products.
The return of Violet Crumble to Australian ownership will see the product remain available at all leading supermarkets nationwide with expansion plans to be developed for other market channels including further export markets in the near future.