Brand engagement agency, Asembl, is delivering a new collaboration for the Menz Confectionery Violet Crumble brand – baking up a new range with the launch of Betty Crocker Violet Crumble Cookie Mix and Brownie Mix.
Betty Crocker is a household name for bake at home mixes, owned by General Mills, and is now introducing a range inspired by Violet Crumble, each with a rich chocolatey honeycomb flavour and indulgent chocolate-coated honeycomb pieces.
General Mills ANZ marketing director, Surini Perera, said the company knows Australians are always looking for fun and simple ways to create moments of joy at home through baking.
“This collaboration brings a nostalgic favourite into that experience in a way that feels both familiar and exciting, delivering something familiar with a twist,” said Perera.
Tapping into a growing appetite for nostalgic flavours and ‘little treat’ moments, the collaboration brings a classic into the kitchen, reimagined as an easy, shatteringly delicious bake. Designed for both novice bakers and seasoned home cooks, the products deliver a bakery-style experience straight from the oven.
Menz Confectionery national marketing and licensing manager, Polly Love, said Violet Crumble has been an iconic part of Aussie snacking for generations, loved for its shattering honeycomb and unmistakable crisp texture.
“Bringing that into home baking is a natural extension for the brand, giving Australians a new way to enjoy a classic they’ve grown up with. It’s the perfect time to see a much-loved favourite take on a new role in the kitchen,” said Love.
The Betty Crocker x Violet Crumble Cookie Mix and Violet Crumble Brownie Mix are now available for RRP $7.00 in the baking aisle at Coles, Woolworths and IGA stores across Australia.
