From the humble Crumble to Waffling on: How this Adelaide family business is giving new life to the Aussie favourites

A business model that uses nostalgia to drive sales through iconic Australian brands is proving a winning formula for South Australian chocolate confectionery company Robern Menz.

The maker of local favourites FruChocs and Crown Mints has become a national player in recent years since buying the Violet Crumble brand, recipe and production line from Nestle in 2017.

It is now gearing up to produce Violet Crumble’s younger sister Polly Waffle after an 11-year absence.

The Adelaide-based manufacturer experienced a double-digit sales bump in March and April across its business as people hunkered down on couches with their favourite chocolate brands to escape the pandemic.