Violet Crumble's Slogans & Taglines

Violet Crumble is an Australian chocolate bar brand created in 1913 by Abel Hoadley in Melbourne, making it Australia's first chocolate bar. Hoadley, who had established a successful jam and confectionery business, developed a honeycomb toffee bar coated in chocolate to solve the problem of honeycomb absorbing moisture and becoming sticky. He originally wanted to name it simply "Crumble" but could not secure the trademark, so he added "Violet"—a tribute to his wife's favourite flower and colour, which also inspired the iconic purple and yellow packaging. Core offerings centre on the classic honeycomb bar with its signature shattering texture, alongside bagged honeycomb pieces. The brand's iconic slogan It's the way it shatters that matters has defined its identity for generations. After corporate transitions through Rowntree's (1970) and Nestlé (1988), the brand was acquired by South Australian confectioner Robern Menz in 2018, returning to Australian ownership for the first time in nearly half a century. Production was relocated to Adelaide, where the original recipe remains closely guarded. Today, Violet Crumble is exported across the United States, Asia, and beyond, continuing its legacy as a beloved Australian icon.