Violet Crumble is an Australian chocolate bar which was, until early 2018, manufactured in Campbellfield near Melbourne, Australia, by Nestlé. On 11 January 2018, the Robern Menz company of Adelaide announced that it will buy the Violet Crumble brand and its associated intellectual property, plant and equipment for an undisclosed sum. Violet Crumble is also common in Hawaii and is available in other places, such as Hong Kong and Mollie Stone's Markets in California.
The bar is a crumbly honeycomb toffee center coated in compound chocolate. It is similar to the Crunchie made by British firm Cadbury. The slogan for the chocolate bar is "It's the way it shatters that matters", replacing the previous slogan, "Nothing else matters".
Video Violet Crumble
History
Abel Hoadley (born 10 September 1844, died 12 May 1918) opened a jam factory in South Melbourne, Victoria, in 1889, trading as A. Hoadley & Company. By 1895, business had expanded rapidly and Hoadley built a five-storey premises, the Rising Sun Preserving Works. He produced jams, jellies, fruit preserves, candied peels, sauces, and confectionery and employed a workforce as large as 200. By 1901, there were four preserving factories and a large confectionery works. Hoadley had acquired the firm of Dillon, Burrows & Co. and extended his products to vinegar, cocoa, and chocolate. In 1910, the jam business was sold to Henry Jones Co-operative Ltd. and in 1913, Hoadley's Chocolates Ltd was formed.
The same year, Hoadley produced his first chocolate assortment and packed them in a purple box decorated with violets. The packaging was in tribute to his wife's favorite colour (purple) and favorite flower (violets). Within the box assortment was a piece of honeycomb that became so popular that Hoadley decided to produce an individual honeycomb bar.
This proved trickier than first thought, because as the pieces of honeycomb cooled, they absorbed moisture and started sticking together. This hygroscopic nature of honeycomb led Hoadley to eventually dip his bars in chocolate, to keep the honeycomb dry and crunchy. Thus, in 1913, the Violet Crumble bar was created.
Hoadley wanted to call his new bar just Crumble, but learned that it was not possible to protect the name with a trademark. He thought of his wife (Susannah Ann née Barrett) and her favourite flower, the violet, and registered the name Violet Crumble, using a purple wrapper with a small flower logo. It was an instant success. Violet Crumbles are crispier in texture than Crunchie bars, with a slightly more marshmallow taste.
Maps Violet Crumble
Timeline
- Hoadley's Chocolates made the first Violet Crumble bar in Melbourne in 1913.
- In 1972, Hoadley's Chocolates was acquired by Rowntree Company and became known as Rowntree Hoadley Ltd.
- In 1989, Nestlé acquired Rowntree Company. The Rowntree chocolate brands were initially branded as Nestlé-Rowntree, until Nestlé dropped the Rowntree altogether.
- In 2009, Nestlé changed the shape of the Violet Crumble to a wider, flatter bar. The honeycomb formulation was also changed to make it shatter into small pieces when bitten into.
- In 2010, Nestlé included Violet Crumble bags on their list of deleted products
- In 2012, an Attempt at regaining name and recipe rights for the Violet Crumble is made by young entrepreneur Bryan Hoadley, a descendant of Abel Hoadley.
Violet Crumble in Australian culture
- Bertie Beetles, sold at royal shows around Australia, were invented to use up broken pieces of Violet Crumble.
- The colours of the Melbourne Wesley College uniform (purple and yellow) have led to students occasionally being called, perhaps derogatorily, Violet Crumbles.
- In the novella Pobby and Dingan by Ben Rice, Kellyanne's two imaginary friends eat nothing but Violet Crumbles, Cherry Ripes and lollies.
- Violet Crumbles were sold for a brief period during the late 1980s in New Zealand & the mainland United States. They can be found in some import speciality stores such as Cost Plus, Inc. in the United States.
- Sydney Kings, whose primary colours are purple and yellow, are often referred to as the "Violet Crumbles" due to their constant under performance in the National Basketball League during the 1990s.
See also
- List of chocolate bar brands
References
Source of article : Wikipedia
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