Economy

Nestlé Sells Violet Crumble Brand To South Australian Company

Nestlé Sells Violet Crumble Brand To South Australian Company”

"And 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".

Nestlé Australia and Adelaide business Robern Menz have entered into an agreement for the sale of the Violet Crumble brand for an undisclosed sum.

Manufacturing of Violet Crumble in Adelaide will start in September, after the Melbourne production line is moved across the border. "We have to do an enormous amount of work here to refit part of our factory", he said.

Nestle is now undertaking a sell-off of its United States chocolate business, and Mr Sims said sale talks had been initiated by the food giant.

"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".

"It's now on sale in about eight countries and the opportunity's obviously far greater".

The takeover will allow Robern Menz to employ up to an additional 30 positions in South Australia.

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Under the sale, Robern Menz will acquire the Violet Crumble brand and its associated intellectual property, plant and equipment.

"We are delighted that the history and tradition of this iconic Australia brand will continue under the ownership of a strong, Australian owned business".

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 chocolate bar was made in Adelaide by previous owner Rowntree Hoadley until 1985.

"Violet Crumble is one that hasn't had a lot of attention over a long period of time".

"Nestle's focus ... is on global brands", Mr Sims said.



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