He said there were also opportunities in several other countries where Violet Crumble was sold through the “grey market” by distributors who sourced the product from Australian wholesalers but the US was the main target. “Violet Crumble is a national brand and very much a part of our Australian culture and it’s had a really strong place during COVID because people trust brands and the comfort brought about by the memories of things they’ve grown up with and trusted. Founded just six years ago, Afterpay recently hit a monstrous $30 billion value in its market cap. “So it’s about making sure we meet those expectations and if that takes a bit longer to achieve that then so be it.”. Daily. “The two brands seemed to be intrinsically linked — it was quite bizarre — but it became such a thing so we started a conversation with Nestle about buying the brand.”. He named the business Robern in honour of a family friend, Robert Burnley, who had died aged 14. The Violet Crumble was invented in Melbourne in 1913 by jam-maker turned chocolatier Abel Hoadley. The Polly Waffle grant came with a promise to employ an additional 38 staff, which will take the Robern Menz workforce to more than 140. “Our focus has really been on Violet Crumble and now the buyers want to talk about Polly Waffle so maybe it happens after Polly Waffle,” he said. “So we headed up there and met with the major importers and retailers and we realised that Violet Crumble was a thing, people knew about it, people wanted it and they’d been buying it even though we had no idea how it got … “When you look back at milestones in the business, the purchase of Menz from Arnott’s was really important because it gave us the iconic FruChocs and Crown Mint brands in South Australia that we’ve continued to invest in and develop over the past 25 years,” Sims said. “We bought most of the Violet Crumble line and we started producing honeycomb and we started supplying the bulk market and private labels,” Sims said. Enjoy! “FruChocs and Crown Mints are iconic but just in South Australia so the opportunity now for the business is to take that same strategy Australia wide with the iconic national brands of Violet Crumble and Polly Waffle. “My father (Grantley) started working in the business in the 1960s, but when Britain joined the EU in 1973 we lost so much business when Australia’s preferential duty rate was lost overnight. Sims has been CEO since 2001 and joined the family business in 1992 when Robern bought Menz. Sims and his brother Richard are the fourth generation of the Robern business started by their great-grandfather, Walter Sims. The Polly Waffle grant came with a promise to employ an additional 38 staff, which will take the Robern Menz workforce to more than 140. For a classic violet crumble style, completely cover the pieces of honeycomb in chocolate. Robern Menz moved from Stepney to its current location on Glynburn Road Glynde – the former Gibbs Pies factory – in 1995. By continuing to use our site you are agreeing to our, How to turn working from home into a tax-time windfall, ASX-listing helps Mayfield bring manufacturing home to Adelaide, Marvellous Maradona's gift was also a curse, Australian coal fleet stranded at China ports as trade brawl deepens, Leigh Creek syngas project granted petroleum licence. He said there were also opportunities in several other countries where Violet Crumble was sold through the “grey market” by distributors who sourced the product from Australian wholesalers but the US was the main target. It is now gearing up to produce Violet Crumble’s younger sister Polly Waffle after an 11-year absence. “Will it be as big as Violet Crumble? “We have spent 18 months designing this production line that is about 120-metres long with 60 to 70 pieces of equipment that all have to work together. Grantley set up a glazed fruit business and began making fruit-based confectionary such as Apricot Delight in the late 1970s before acquiring some chocolate-making equipment. Bumbles Choc Honeycomb uses a different recipe to Violet Crumble and continues to be sold in major supermarket and variety stores nationally. “When you look back at milestones in the business, the purchase of Menz from Arnotts was really important because it gave us the iconic FruChocs and Crown Mint brands in South Australia that we’ve continued to invest in and develop over the past 25 years,” Sims said. Robern Menz CEO Phil Sims is taking Australia's Violet Crumble to the world. The Violent Crumble was invented in Melbourne in 1913 by jam-maker turned chocolatier Abel Hoadley. Grantley set up a glazed fruit business and began making fruit-based confectionary such as Apricot Delight in the late 1970s before acquiring some chocolate-making equipment. “People are probably a bit frustrated and are starting to say ‘where is it’ but the product hasn’t been in the marketplace for 10 years and we’ve got to get it right. “I think Violet Crumble will be the same. “The two brands seemed to be intrinsically linked – it was quite bizarre – but it became such a thing so we started a conversation with Nestle about buying the brand.”. Product Category. Sims said Robern Menz was able to use its contacts to begin exporting Violet Crumble to the United States and had been working with AusTrade for the past nine months on developing other export markets, which it expects to announce soon. The best local news every workday at lunch time. Despite some previous attempts, Robern Menz have not been able find success for FruChocs beyond South Australia’s borders. The maker of South Australian favourites FruChocs and Crown Mints has become a national player in recent years since buying the Violet Crumble brand, recipe and production line from Nestle in 2017. “There’s no question that those nostalgia brands we’ve grown up with have done well during COVID and we’ve seen that — you think about that period when we were all stuck at home and there was a lot of chocolate bars and comfort food being eaten on couches. Robern Menz is also now shipping its Violet Crumble bars directly to the Philippines. Then drizzle chocolate onto the other side and let set again. But unlike the Violet Crumble sale when the production line was shipped from Nestle’s Melbourne Kit-Kat factory to Adelaide and immediately installed to keep orders filled, the ageing Polly Waffle line was junked long ago. “That’s a challenge in itself because it’s been over 10 years since anyone has even eaten one.”, Phil Sims says relaunching the Polly Waffle will be another important milestone. journalism, This site is protected by reCAPTCHA and the Google, A donation of any size to InDaily goes directly to helping our journalists uncover the facts. The difficulty of accessing quality dried fruit prompted Walter to start a dried fruit business of his own in the Riverland in 1926. The Polly Waffle was a combination of chocolate, wafer and marshmallow and like the Violet Crumble developed somewhat of a cult following in Australia.

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