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.

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