Robern Menz has purchased the iconic Violet Crumble brand from Nestlé and will manufacture the chocolate-covered honeycomb bar in Adelaide, with the help of a $750,000 State Government Future Jobs Fund grant and a AUD $900,000 loan from the Investment Attraction Agency (IASA)
Production of Violet Crumble in its new home will begin in coming months. Premier Jay Weatherill heralded the move as a major investment in the business, providing 30 new jobs in the South Australian economy. “Creating jobs is the State Government’s number one priority and the food and beverage industry has huge potential for growth in South Australia.”
The purchase of Violet Crumble by Robern Menz not only brings the iconic brand back under Australian ownership, it brings it home to South Australia – Violet Crumble was previously produced in Adelaide by Rowntree Hoadley up to 1985.
A company with a 150-year tradition, Robern Menz is a South Australian manufacturer of confectionery, producing over 100 products including the National Trust Heritage listed and iconic Menz FruChocs, Crown Mints and JeliChocs.
The Premier said, “Like many South Australians, I love Violet Crumbles, and it’s great we can now all enjoy these chocolate bars knowing we’re also supporting South Australian jobs. Robern Menz is a household name in South Australia, and it’s great that this local business has ambitions to grow their operations and create more local jobs in food processing.”
Robern Menz will acquire intellectual property, plant and equipment associated with Violet Crumble gaining access to new national and international markets through Violet Crumble’s brand distribution networks.
Robern Menz CEO, Phil Sims, said the company is really excited to have partnered with Nestlé and reached an agreement to acquire what is undoubtedly one of Australia’s great brands. “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.”