Fourth generation family owned Australian business, Robern Menz, is pleased to announce that it has entered into an agreement with Nestle to acquire the Violet Crumble brand.
This acquisition will bring one of Australia’s most iconic and favourite snacks back under Australian ownership.
The sale of the Nestle 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 Nestle to Robern Menz gradually throughout 2018.
Robern Menz CEO, Phil Sims, 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 market place.”
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. The company is the largest manufacturer in Australia of choc honeycomb, a key product among their Menz confectionery range. The acquisition makes Violet Crumble a seamless fit.
Under the ownership of Robern Menz, 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% made at Robern Menz’s world class manufacturing facility in Glynde, South Australia.
The takeover will allow Robern Menz to employ up to an additional 30 positions in South Australia. The company also is investing a further $4million 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 Robern Menz products.
Violet Crumble has long been an Aussie cultural favourite as indicated in multiple online forums. It also took out top spot in a recent social campaign by SBS Food HQ, #BringBacktheClassics, where Violet Crumble was acknowledged as Australia’s most favourite nostalgic snack.
For more information on Robern Menz and their products, visit: www.robernmenz.com.au