Sweet export deal for SA-made chocolate icon

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The iconic South Australian-made chocolate bar, Violet Crumble, will make its way from Adelaide and into the hands of American chocolate lovers as Robern Menz expands its export plan in the US.

A 20-ft shipping container holding 77,000 of the chocolate honeycomb treats will leave Adelaide for Los Angeles and San Francisco this week, following a deal between Violet Crumble’s maker Robern Menz and distributors British Wholesale Imports last month.

Violet Crumbles have been available in a small number of US outlets including Cost Plus World Market, Wegmans, Stater Brothers and 7 Eleven for more than 20 years, but Robern Menz has a strategic focus to expand internationally.

Inside the Robern Menz factory. Photo by Julian Cebo.

Fourth-generation family business Robern Menz, also the maker of the round chocolate apricot treat Fruchocs, acquired Violet Crumble from Swiss confectionery giant Nestlé earlier this year, bringing ownership of the famous purple and yellow wrapped bar back to Australia for the first time in 46 years.

Robern Menz CEO Phil Sims says the company is “thrilled” to be in a position to manage the expansion of the well known Aussie brand into international markets, including the US.

“The reception around our planned expansion in the US has been really positive; Violet Crumble’s unique taste profile and branding is really resonating with Americans, who want to know how they can buy it locally,” he says.

“It’s so rewarding to see the first shipment leave the factory and make its way into the hands of American consumers and we can’t wait to hear the reaction from many more Americans to something that Australians hold so dear.”

The Violet Crumble is known for its tagline ‘it’s the way it shatters that matters’.

Production of the Violet Crumble in Adelaide began in October, following a $4 million refit and extension of the Robern Menz factory at Glynde in Adelaide’s east.

The factory’s overall output was increased by 37% and 30 additional staff were hired to oversee production and management of the Violet Crumble.

Robern Menz is also celebrating for another reason this week, after becoming the inaugural inductee for the Consumer Award Legend at the SA Food Industry Awards.

The Violet Crumble chocolate bar has been around since 1913 when it was invented by Melbourne man Abel Hoadley.

It was made in Adelaide until 1985 before moving to Melbourne under Nestlé’s ownership.

Header image by Julian Cebo.

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