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PROFILE THE EVOLUTION OF UNSTOPPABLE ROBERN MENZ Having initially specialised in dried fruit, Robern Menz is now behind popular brands such as Violet Crumble and Menz FruChocs. Convenience World gets the inside scoop on what’s ahead for the South Australian confectioner this year. Since acquiring the Violet Crumble brand from Nestlé, Robern Menz hasn’t stopped, says Marketing Manager Polly Love. “The past 12 months have been extremely busy for Robern Menz with a number of new products released to market, national penetration into the P&C channel, as well as several collaborations with on-brand partners that surprised and delighted our fans,” she said. Following the successful relaunch of the “much-loved” Violet Crumble Cubes into the market in 2019, the company has since introduced the Dark Violet Crumble Bar and Bag as well as the Caramel Violet Crumble Bag. “The response to the Caramel Violet Crumble was fantastic,” Ms Love said. “We knew it was delicious, but to receive the response we did from consumers was overwhelming.” 2020 also saw the introduction of seasonal offerings, including the 30g Violet Crumble Bunny, 110g Violet Crumble Easter Egg and the 30g Violet Crumble Santa. To top it all off, the year’s fan favourite was said to be the Violet Crumble flavoured milk drink, which was created in partnership with Bickford’s Australia. Beyond Violet Crumble, Robern Menz has continued to build on the successes of its Menz FruChocs brand. To kick off 2021, Robern Menz has begun selling Menz FruChocs in Coles Express and Big W nationally, SPAR and Drakes supermarkets in Queensland, and in selected P&C retailers in NSW. By March 2021, Reject Shop will also stock Menz FruChocs 150g in all its stores nationally. “For years, Menz FruChocs has been ranked number one in the choc bites category here in South Australia,” Ms Love said. “For decades, Menz FruChocs have been a fan favourite in SA and have won multiple consumer awards. They were even named an official Icon of the state by the National Trust in 2005. “We regularly receive feedback from South Australian expats interstate and other brand fans who want to know where they can buy FruChocs outside SA, so we’re delighted they will now be easier for everyone to buy and enjoy. We look forward to seeing how they will be received.” So, what do the next 12 months look like for Robern Menz? “There are no plans to slow down,” Ms Love said. “While Violet Crumble will continue to be much of our focus with increased distribution through convenience channels and new additions to the brand’s range, we’re also excited to be relaunching Menz Choccy Snakes and Choccy Froggys under our Menz JeliChocs brand. Menz JeliChocs Choccy Snakes and Choccy Froggys 130g packs are sumptuous, flavoured jelly centres covered in a smooth choc coating.” Given the successful year that Robern Menz enjoyed in 2020, consumers and brand fans alike have much to look forward to in 2021. 26 CONVENIENCE WORLD JAN/FEB, 2021