Iconic Violet Crumble returns to Australian hands

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Nestlé Australia  has entered into an agreement with Adelaide-based family business Robern Menz to sell the Violet Crumble brand for an undisclosed sum. Under the sale, Robern Menz will acquire the brand and its associated intellectual property, plant and equipment.

Nestlé General Manager Confectionery, Martin Brown said: “The sale of the Violet Crumble brand to Robern Menz recognises that they are well positioned to combine their existing honeycomb manufacturing with that of Violet Crumble and continue to invest behind this well-loved brand.

“We are delighted that the history and tradition of this iconic Australia brand will continue under the ownership of a strong, Australian owned business.

Robern Menz CEO, Phil Sims said the company is excited to have partnered with Nestlé and reached an agreement to acquire what is undoubtedly one of Australia’s great brands.

“As the new gatekeeper of Violet Crumble, we are aware of the responsibility that comes along with owning a brand so highly regarded in the Australian market place,” he said.

“We are fiercely passionate about Australian brands and with a significant honeycomb business 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.”

Manufacture will transfer to the Robern Menz factory in Adelaide, South Australia in the coming months. The product has been manufactured at the Nestlé factory in Campbellfield, Melbourne since 1983. There will be no changes to staffing at the Nestlé factory. Nestlé invested $8m in the factory in 2017 to grow key locally manufactured chocolate brands and support growing KitKat exports.