Hoadley’s Violet Crumble bar
Posted: April 2, 2011 Filed under: advertising, confectionery | Tags: Abel Hoadley, confectionery, Hoadley's, Nestle, Rowntree, Trove Australia, Violet Crumble 7 CommentsHoadley’s began its life as a jam and preserve-making business. In 1910, Hoadley’s sold the jam component of their business to Henry Jones and began the path to establish Hoadley’s Chocolates Limited in 1913, the year the Violet Crumble bar was born. Abel Hoadley’s story is outlined in the Australian Dictionary of Biography.
HOADLEY’S NEW WORKS.
The foundation-stone of the new confectionery and cocoa works of Messrs. A. Hoadley and Sons was laid on Saturday by Mr. Abel Hoadley, the founder of the firm. The works, when completed will consist of two floors and a basement, and the area of floor space will be over 10,000 square feet.
Mr. Hoadley, when laying the stone said that the builidng would be an entirely new departure as far as Australia was concerned, the material used being silicate bricks. Each floor would be supplied with hot and cold water services, and provision had been made for dressing-rooms for the employees, each of whom would have a separate locker. There would also be a dining room, from which, access could be gained to the roof, a portion of which would be laid out as a roof garden. ……. St Kilda Road
In 1923, the Violet Crumble bar was 10 years old and cost 3d : The Advertiser – 28 July 1923. In 1950, Hoadley’s raised the price from 4d to 5d : Sunday Herald – 10 September 1950. The price rose by about a penny a year and was 8d by 1954.
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In 1956, Hoadley’s was advertising their range of confectionery products on radio. The Australian Women’s Weekly – 22 August 1956.
Rowntree bought Hoadley’s in 1971. In 1989, Nestle bought Rowntree. The Violet Crumble is still with us nearly 100 years on. And these days you’ll need around $2.00 to buy yourself a 50 gram bar.
still worth every cent
We were told Violet Crumble bars were no longer being made, which we thought sacrilege. Glad to see it isn’t true and that it is only the bag of VCs which is no longer available.
Truly scrumptious!
I’m really disappointed that the bags of VC’s are no longer available as I send these to my son and his friends in Norway. There is another brand but personally it is no comparison.
I was astounded to find the bags are no longer available. Very disappointing. When you look at the description of the process of making VC on Wikipedia, I think it was probably a cost cutting measure. 😦
I know this is a very late response to this blog. My grandfather turns 100 next month and based on a few sources (including this site and wikipedia), we thought the violet crumble was launched in 1913, which would make them centenarians together. We were intending having violet crumbles everywhere for his party as he loves them and we thought that would be fun. However on the Nestle site it says 1923 rather than 1913 and I have just spoken to Nestle who confirmed that according to their records it was first created in 1923 by Hoadleys. I was just wondering where your source for it being 10 years of age in 1923 was because I know it’s possible that they have it wrong. Thanks in advance for any help!
Hi Joann
My apologies for this late response as I have obviously missed your grandfather’s birthday. Here is the source for 1913. It is Wikipedia, but may have some credibility given the fact that the bar was being advertised in Australian papers in 1921 (two years before Nestle’s records).
I trust that you had a great celebration for your grandfather nevertheless and didn’t let the party go without the violet crumbles. 🙂
Best wishes
Lynn
[…] a great story on Hoadleys Violet Crumble history read this blog by Lynne Buckler […]