Confectioner Menz has partnered with dairy company Bulla to create a Violet Crumble ice cream stick.
The collaboration seeks to reinvent the nostalgic chocolate bar in frozen form, featuring honeycomb-flavoured ice cream coated in milk chocolate with crunchy honeycomb pieces.
Phil Sims, CEO of Menz Confectionery, shared that the company has been looking for a partner to bring the Violet Crumble ice cream to life, and it made sense to reach out to Bulla.
“Bulla has been able to take our brand ethos of ‘the way it shatters that matters’ and bring it to life in a brand new ice cream that delivers on flavour and represents Violet Crumble so well,” said Sims.
“We can’t wait for Australia to have the chance to taste it for themselves.”
Bulla head of marketing George Poulos added that as a 113-year-old family-owned business, it felt great pride to have this opportunity with Menz.
“We are proud to announce this licensing deal with Menz to bring new life into such a nostalgic and iconic product like Violet Crumble and manufacture this product from our factory in Colac, Victoria,” Poulos concluded.
Violet Crumble ice cream sticks are available in four packs at an RRP of $9.50 in Coles, Woolworths, IGA, and independent stores nationwide. Single-serve ice cream sticks will also be available in Coles Express and 7-Eleven at an RRP of $5.50
Violet Crumble has recently partnered with Carman’s for a limited-edition protein bar.
Asembl, a leading brand extension agency, brokered the partnership.
