Family-owned chocolatier Robern Menz is celebrating one year of Violet Crumble production, with a 50 per cent increase in sales, introduction of new formats, as well as international success since acquiring the brand from Nestle in 2018.
Robern Menz has attributed the Violet Crumble sales increase to its expansion into the US, and the launch of new formats for consumers, including the bag, nuggets and dark bar, all within 12 months.
Production of the chocolate began in the company’s Adelaide factory in October 2018, following the acquisition of the brand, factory equipment and recipe from Nestle.
Robern Menz reintroduced the Violet Crumble bag in 100g and 180g sizes – which were withdrawn from shelves ten years ago – as well creating nuggets and Violet Crumble Dark, which has a dark chocolate coating.
Robern Menz CEO Phil Sims said the introduction of a number of new products, as well as the company's international growth, has been exciting for the whole team.
“Becoming custodians of a special Australian brand such as Violet Crumble is a huge honour and we’ve been thrilled with what’s been achieved over the past year,” said Sims.
“What matters the most though, as a fourth-generation, family owned, South Australian company, is that we are in a position to create job opportunities for Australians, and be champions for nostalgic, much loved confectionery products that have a special place in people’s hearts.”
The Robern Menz team has also experienced a 40 per cent growth in employment over the past year to meet production demand of Violet Crumble and to fuel further expansion.
The company also announced its acquisition of the Polly Waffle brand from Nestle earlier in the year and anticipates further growth of staff ahead of its launch.
A limited edition Violet Crumble Golden Gaytime ice-cream will be introduced for the summer months, as Robern Menz enters a licence partnership with Streets Ice-Cream for the product.
“As we head into our second year, we are on a sustained growth trajectory, and in 2021, we’ll begin exporting to a number of new markets internationally,” said Sims.
“We’re continuing to fly the flag for Brand Australia, with Violet Crumble on sale in numerous markets including Hong Kong, Singapore, India, Malaysia and the UK.”
