Robern Menz changes name with new identity for longtime Adelaide confectioner

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Robern Menz CEO Phil Sims takes Australian Violet Crumble out into the world. Source: Lead

Adelaide confectioner Robern Menz has ditched the original name that has served the family business for nearly a century in favor of a new brand image.

The Glynde maker of FruChocs, Violet Crumble and Crown Mints will now be known as Menz Confectionery and has adopted the slogan “Making Life Sweeter”.

Menz Confectionery CEO Phil Sims said the new name reflects the company’s growth over the past few years, which includes the addition of Violet Crumble and Pollywaffle brands, increased production, more staff to meet demand and to export markets that include the United States and Asia, with more growth. on the horizon.

The company bought the Violet Crumble brand from Nestlé in 2017 and followed that up with the purchase of Pollywaffle in 2019.

It has continued to manufacture Violet Crumble without interruption, but is still working on a new production line to relaunch the Pollywaffle chocolate bar – not seen on shelves since 2009 – with the product most likely to be brought back next year.

“Over the past few years we have been humbled to see the business grow and with that growth it has become necessary to reflect on who we are as a business today and how we want to position ourselves going forward. forward,” Sims said.

Sims and his brother Richard are the fourth generation to run the Robern business started by their great-grandfather Walter Sims.

Walter started a dried fruit business in the Riverland in 1926 and named it Robern after a family friend, Robert Burnley, who died aged 14.

The Menz part of the story dates back to 1850 when Prussian immigrants Johan and Magdelena Menz started a baking business on Wakefield Street in Adelaide.

They developed the Yo-Yo and the Bush Biscuit, which were later distributed nationally through Arnott’s, and began producing confections, including Crown Mints in 1892.

The Menz family produced their first FruChoc – a chocolate covered fruit ball – in 1948.

Confectionery Menz

The new logo of Confiserie Menz. Source: provided.

The business was sold to large biscuit manufacturer Arnott’s in the 1960s and the confectionery part of Menz was sold to Robern in 1992 when Campbells Soup purchased the Arnott’s biscuit business.

Sims has been CEO since 2001 and joined the family business in 1992 when Robern purchased Menz.

“We’re a brand with a rich history in Australia – we’ve been around for 150 years, we’re stewards of over 100 products and we’re making sure we’ll still be thriving 150 years from now,” he said.

“Our ultimate mission is to make life smooth for Australians and beyond and this brand redesign will drive us towards that goal well into the future.

“We know that a great brand appeals to both the head and the heart, and here at Menz Confectionery, we evoke memories, bring people together and make life sweet.”

Over the next two years, customers will see the new slogan and abbreviated name “Menz” on all packaging in the brand portfolio.

Robern Menz moved from Stepney to its current location on Glynburn Road, Glynde – the former Gibbs Pies factory – in 1995. It has around 160 employees.

The rebranding comes at a time when the company is accelerating two major capital projects: doubling its honeycomb product line and reintroducing the Pollywaffle chocolate bar.

The new honeycomb line will increase the company’s Violet Crumble capacity following increased demand during the coronavirus pandemic and increased exports to the United States and Asia.

The company started shipping Violet Crumbles in the United States in 2018 and opened an office in California last year.

Exports to the Philippines and Singapore also increased.

The new brand identity, developed by Adelaide-based agency Showpony, took 12 months to develop. It includes a logo refresh and identifies the company’s core values, purpose and narrative.

Showpony Adelaide Creative Director Rory Kennett-Lister said the process of finding the right brand for Menz Confectionery was meticulous and involved a collaborative approach.

“We wanted to build a brand that speaks to the customer but also to the brand’s rich history and bright future,” he said.

This article was first published by The South Australian lead.

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