South Australian confectioner Robern Menz is bringing an Australian favourite snack back under Aussie ownership with the acquisition of the Violet Crumble brand from Nestlé.
The fourth-generation family-owned business has secured Nestlé’s rights to the Violet Crumble trademark and brand globally, with manufacturing, sales, and marketing to transition from Nestlé to Robern Menz throughout this year.
Robern Menz CEO Phil Sims says he is thrilled to see ownership of one of the country’s most loved chocolate brands return to Australia and the prospects that come with this step-up for his company.
“We’re really excited to have partnered with Nestlé and reached an agreement to acquire what is undoubtedly one of Australia’s great brands,” Mr Sims said. “And as the new gatekeeper of Violet Crumble, we’re aware of the responsibility that comes with owning a brand so highly regarded in the Australian marketplace.”
According to Mr Sims, Robern Menz will develop plans this year for Violet Crumble that include reintroducing the product in a variety of nostalgic formats said to be loved by generations of Australians.
As one of the largest Australian-owned confectionery businesses, Robern Menz is also the largest manufacturer of choc honeycomb in the country, making the acquisition of Violet Crumble a seamless fit.
“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,” Mr Sims said.
Under the ownership of Robern Menz, Violet Crumble’s production will return to South Australia. Rowntree Hoadley, which was acquired by Nestlé, closed its Adelaide plant in 1985. As part of this year’s transition, the famed Violet Crumble recipe will end up being 100 per cent made at Robern Menz’s manufacturing facility at Glynde in Adelaide.
Robern Menz says this acquisition will allow it to employ up to an additional 30 positions in South Australia. The company is also investing a further $4 million on a factory refit and extension and new warehousing facilities to further support the production of Violet Crumble and the growing demand for Robern Menz products.