TLL Staff
The licensing agency Asembl has brought the classic Australian brands Menz Violet Crumble and Bulla together for a new ice cream product.
Menz says the resulting Violet Crumble ice cream is not only “earth shatteringly delicious,” but is also a taste of Aussie nostalgia.
“When we were looking for a partner to help bring this Violet Crumble product to life, it made sense for us to reach out to Bulla, who have been creating ice-creams that Australians know and love for over a century,” said Phil Sims, CEO of Menz Confectionery. “Here at Menz Confectionery, we are proud that we have been responsible for restoring ownership of the iconic Violet Crumble brand back into the hands of an Australian company.
“Bulla has been able to take our brand ethos of ‘the way it shatters that matters’ and bring it to life in a brand new ice-cream that delivers on flavour and represents Violet Crumble so well. We can’t wait for Australia to have the chance to taste it for themselves,”
For those who’ve never been to Australia, the homegrown Violet Crumble has long been the country’s favorite chocolate bar. The partnership between the chocolatier Menz and Bulla has seen Australia’s favorite candy reinvented as in frozen form as a creamy ice cream bar, coated in milk chocolate, and embedded with the signature Violet Crumble pieces of crunchy honeycomb.
The new treat hit the freezer aisles beginning October, 2023 across Coles, Woolworths, IGA, and independents as a four pack. The Violet Crumble ice-cream on a stick will also be available as a single serve stick in Coles Express and 7-Eleven across Australia.
“As a 113 year old Australian family owned business, Bulla is proud to be synonymous with the unfakeable taste of creamy Australian dairy products,” said Bulla Head of Marketing, George Poulos.
“We are proud to announce this licensing deal with Menz to be able to bring new life into such a nostalgic and iconic product like Violet Crumble, and being able to manufacture this product from our factory in Colac, Victoria.”
The deal was brokered by the well known licensing agency Asembl.
“We are thrilled to have delivered this latest earth-shattering brand extension opportunity for Violet Crumble with Bulla,” said Asembl Managing Director, Justin Watson. “Guaranteed to be the ice-cream every Australian reaches for as soon as it hits shelves across Coles, Woolworths, IGA, independents, Coles Express and 7-Eleven stores, the Violet Crumble ice-cream is truly Australia’s favourite chocolate bar reinvented in frozen form.”
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