Asembl Brings Menz Violet Crumble and Bulla Together for the First Fully Branded Violet Crumble Ice-Cream

Asembl has brought two Australian iconic brands Menz Violet Crumble and Bulla together for a fully branded delicious Violet Crumble ice cream on a stick.

Earth shatteringly delicious and delivering a taste of Aussie nostalgia to freezer aisles from October 2023 across Coles, Woolworths, IGA, 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.

Australia’s favourite chocolate bar – reinvented in frozen form – the Violet Crumble ice cream features creamy honeycomb flavoured ice cream coated in milk chocolate with crunchy honeycomb pieces.

Asembl x Violet Crumble

“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. 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.”

Phil Sims, CEO of Menz Confectionery

“As a 113 year old Australian family owned business, Bulla is proud to be synonymous with the unfakeable taste of creamy Australian dairy products. 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.”

Bulla Head of Marketing, George Poulos

“We are thrilled to have delivered this latest earth-shattering brand extension opportunity for Violet Crumble with Bulla. 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.”

Asembl Managing Director, Justin Watson

Availability & Price

Launching in a four pack in the freezer sections in Coles, Woolworths, IGA, and independents from October 2023 (RRP $9.50), the Violet Crumble® ice-cream sticks will also be available as a single serve stick in Coles Express and 7-Eleven freezer sections (RRP: $5.50).