Nostalgic chocolate treat the Violet Crumble has been brought back under Australian ownership.
Australian business Robern Menz has entered into an agreement with Swedish giant Nestlé to acquire the Violet Crumble brand.
The fourth generation family owned South Australian based confectionery company obtains Nestlé's rights to the crumble trademark and brand globally, with manufacturing, sales and marketing operations transitioning from Nestlé to Robern Menz gradually throughout 2018.
Robern Menz CEO, Phil Sims, said he was 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," he said.
"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 will use 2018 to continue to develop plans for Violet Crumble that will include re-introducing the product in a variety of nostalgic formats fondly remembered and loved by generations of Aussies.
The company is one of the largest Australian owned confectionary businesses, they're Australia's largest manufacturer of choc honeycomb.
The takeover will allow Robern Menz to employ up to an additional 30 positions in South Australia.
The company also is investing a further $4 million 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.
The return of Violet Crumble to Australian ownership will see the product remain available at all leading supermarkets nationwide with expansion plans to be developed for other market channels including further export markets in the near future.
The chocolate will also be fully produced in Australia and Robern Menz's manufacturing facility in Glynde, South Australia.
Violet Crumble was originally invented in 1931 by Melbourne man Abel Hoadley.
Western Australia also plays a special part in the history of the chocolate treat, it was first advertised in 1921 at Perth department store Boans, where a box sold for two shillings and six pence.
Violet Crumble has always been an Aussie favourite, it took out top spot in a recent social campaign by SBS Food HQ, #BringBacktheClassics, where it was acknowledged as Australia's most favourite nostalgic snack.
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