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Violet Crumble exports to the US

One of Australia’s most-loved confectionery brands, Violet Crumble is on its way from Adelaide to the US, as the first shipment gets underway.

Following the signing of an agreement between Violet Crumble’s owners, Robern Menz and distributors British Wholesale Imports (BWI) last month, a 20-foot shipping container of 14 pallets comprising 77,000 bars has been ordered and will be leaving Adelaide this week. Five tonnes of Violet Crumble bars will be en route to Los Angeles and San Francisco, the first direct shipment of the brand to the US in ten years.

Fourth-generation family business, Robern Menz acquired Violet Crumble from Nestlé earlier in 2018, bringing one of Australia’s most iconic and favourite snacks back to Australian soil after 46 years of foreign ownership. The product has been available in a small number of outlets in the US for over 20 years, but its new owners have a strategic focus to expand internationally, exploiting a gap in the market for a tasty, high-quality honeycomb and chocolate snack. This, coupled with the growing global love for ‘Brand Australia’, means timing and positioning is perfect for a US expansion. Retailers including Cost Plus World Market, Wegmans, Stater Brothers, 7 Eleven are currently stocking Violet Crumble with many more in the planning phase, and it will also be on display at a number of confectionery trade shows across the US in the New Year.

Phil Sims, CEO, Robern Menz comments: “Violet Crumble is an iconic Aussie brand, and we’re thrilled to be in a position to manage its expansion 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. 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 bars are made at Robern Menz’s factory in Adelaide to a top-secret recipe and technique process. Robern Menz’s factory underwent a $4 million refit and the recruitment of a dedicated team of 30 additional staff to oversee the production, to ensure that international expansion was possible, and as many people as possible get to enjoy Violet Crumble across the world.

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