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Nestle Sheds Violet Crumble Brand to Robern Menz

January 11, 2018
Image courtesy of Nestle
Image courtesy of Nestle

Adelaide, Australia-based Robern Menz (Mfg) Pty Ltd entered into an agreement with Nestle Australia Ltd to acquire the Violet Crumble chocolate brand and related intellectual property, manufacturing facility, and equipment, Nestle announced in a press release Thursday.

Violet Crumble is a chocolate bar with a honeycomb toffee in the center that was introduced in Australia in 1913. Nestle acquired the original owner of the brand, Hoadley’s Chocolates, in 1989.

“The sale of the Violet Crumble brand to Robern Menz recognizes 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,” said Nestle General Manager of Confectionery Martin Brown in a statement. “We are delighted that the history and tradition of this iconic Australian brand will continue under the ownership of a strong, Australian owned business.”

Brown praised Nestle workers at the Campbellfield plant that produced Violet Crumble, and stated that the Swiss-owned firm will continue to produce other brands there like KitKat and Soothers. The company’s release said no staffing changes would occur at the plant as a result of the transaction.

“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 marketplace,” said Robern Menz’s chief executive officer, Phil Sims, in the release. “We are fiercely passionate about Australian brands and with a significant honeycomb business of our own, the opportunity was too good to pass on.”

Production is slated to transfer to a Robern Menz facility in Adelaide.

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