Iconic Australian snack bar Violet Crumble secures new US distribution

Popular Australian candy snack bar Violet Crumble, which recently changed ownership, has signed an exclusive distribution agreement to secure retail partners in the United States.

British Wholesale Imports, Inc. (BWI) began representing the chocolate brand this month in mainland states, while Whitby Company Inc. is overseeing imports into Hawaii, both targeting a suite of retail channels.

Violet Crumble is produced by fourth-generation family business, Robern Menz, from its factory in Adelaide, South Australia. To the delight of its fans, the company acquired Violet Crumble from Nestlé earlier in 2018​, bringing one of Australia’s most iconic and favorite snacks back to Australian soil after 30 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 milk chocolate snack'.

‘Brand Australia’

Coupled with a growing global appreciation for ‘Brand Australia’, the timing and positioning is perfect for a US launch, according to Violet Crumble's new owners. BWI will be targeting trade partners from the retail, mass, drug, specialty and independents, convenience and gifting/hamper market.

Phil Sims, CEO, Robern Menz said: “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. We were impressed by BWI’s passion for the product, coupled with its longstanding reputation of working closely with companies to nurture and grow candy brands in the US market. We collectively share an ambition to realize its market potential and ensure current fans and future Violet Crumble-lovers have the opportunity to get their hands on it easily​.”

Californian-based BWI has been importing primarily British iconic foods into the USA for over 30 years and will be focusing the team’s expertize and contacts to represent its first Australian brand.

Positive response

Kerry Bamberger, CEO of BWI said: “Violet Crumble has a deep connection to Australia and it’s a wonderful feeling to bring something from home to the thousands of Aussie expats here in the US, whilst also introducing it to millions of other potential new customers. Initial response amongst consumers has been extremely positive; its unique taste profile and branding is really resonating with Americans, who want to know how they can buy it locally. We’re looking forward to introducing Violet Crumble to more candy lovers across the US, as well as potentially other products from the Robern Menz portfolio in the future​.”

BWI will be showcasing Violet Crumble at the Winter Fancy Food Show in San Francisco, January 2019 and also at the Sweets and Snacks Expo in Chicago, May 2019.  

Violet Crumble is currently available in Cost Plus World Market, Wegmans, Stater Brothers in the US mainland and in 7/Eleven, Longs Drug Stores, Aloha Petroleum Stores and Foodland Supermarkets, Hawaii. The 50g bar has a SRP between $2.99 - $3.99.