Nestle sells Violet Crumble back to Australia
Written on the 12 January 2018 by Paris Faint
An Adelaide confectionary company has acquired Violet Crumble from Nestlé in a deal that marks the return of the brand to Aussie ownership.
Robern Menz, the company behind Choc Honeycomb, bought the mouth-watering favourite from the Swiss food giant with plans to revive the product's nostalgic glory.
CEO Phil Sims has ensured the recipe will stay the same and Violet Crumble will be re-introduced to the market in a variety of classic formats when his company takes over production.
"With our expertise, we can ensure that Violet Crumble is produced with no change to the recipe and with the same passion and affinity Australian's have had towards the brand since 1913," says Sims.=
"We are really excited to have partnered with Nestlé and reached an agreement to acquire what is undoubtedly one of Australia's great brands."
Violet Crumble was initially made by Rowntree Hoadley which closed its Adelaide plant in 1985 and was acquired by Nestle.
Under the new ownership, the treat will once again be produced in South Australia.
Sims said the acquisition was a perfect fit for the company considering its experience with the Choc Honeycomb product.
"We are fiercely passionate about Australian brands, and with a significant honeycomb line of our own, the opportunity was too good to pass on," says Sims.
"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."
Robern Menz is now in a position to hire 30 more staff and will be investing $4 million into a factory overhaul during 2018.Never miss a news update, subscribe here. Follow us on Facebook, LinkedIn, Instagram and Twitter.
Business News Australia
Author: Paris Faint