Food and beverage brand moves into personal care with new collaboration.

License Global

February 28, 2024

1 Min Read
Menz Violet Crumble, Asembl
Menz Violet CrumbleAsembl

Brand extension agency, Asembl, has launched Menz Violet Crumble into the personal care category for the first time with a collaboration with Allkinds.

Now in Allkinds stores across Australia and online ahead of Easter, the limited-edition collection brings together the honeycomb appeal of Violet Crumble with Allkinds personal care. The bath and body flavored range includes a Violet Crumble Whipped Shower Foam, Violet Crumble Jelly Wash, Violet Crumble Lip Saver, Violet Crumble Lip Glow and a Violet Crumble Happy Lips Set.

“We are beyond thrilled to collaborate with Allkinds on their Violet Crumble-inspired Easter range of personal care products,” says Polly Love, national marketing and licensing manager, Menz Confectionery. “This fun new take on the Aussie icon is a choccy lover’s dream. Allkinds have nailed the shattering deliciousness of the Violet Crumble experience. We are excited to get the Violet Crumble brand into new products and channels, introducing a new audience to one of Australia’s oldest and most loved treats.”

Violet Crumble’s launch into Allkinds will be supported extensively in-store and digitally with in-store point of sale, including window and front table displays, a Violet Crumble chocolate honeycomb ball gift with purchase and a comprehensive social and influencer campaign.

“What’s better than getting chocolate for Easter – we know,” says Justin Watson, managing director, Asembl. “We are pleased to be launching Violet Crumble into the personal care category for the first time with Allkinds – featuring a range of all of Allkinds favorite products, including whipped shower foam, jelly wash and a lip saver … it is so good the bees are jealous!”

The line is available now.

Read more about:


About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like