Nestle Australia has taken the decision to sell their chocolate brand Violet Crumble to Robern Menz, a local confectioner down under, for an undisclosed fee.
Robern Menz is a family-run business that’s been in operation for 150 years, and primarily manufactures chewy sweets and fruit-added chocolate bites.
As well as taking Violet Crumble, Robern Menz are also taking on the brand’s plant, equipment, and intellectual property.
Martin Brown, general manager of Nestlé’s confectionery unit, said, “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.”
Brown also stated that despite the switch, Violet Crumble’s recipe remains exactly the same upon transferring its manufacturing line to the Robern Menz factory, which is located in Adelaide, South Australia, over the coming months. In addition to this, there aren’t set to be any changes to the staff at the Nestle factory.
Currently in Australia, Nestle is the fourth largest chocolate confectioner, with Mondelez, Mars and Lindt & Strungli making up the top heavyweights in the category, with Ferrero pulling up in fifth, according to Euromonitor data.