Asembl has brought together Menz Violet Crumble and Betty Crocker for a new range of brownie and cookie mixes.
The new Betty Crocker range includes a Violet Crumble Cookie Mix and Brownie Mix, combining chocolatey honeycomb flavour with chocolate-coated honeycomb pieces.
The range is now hitting the bakery aisles of Coles, Woolworths and IGA stores.
A nostalgic baking aisle play
The collaboration gives Violet Crumble a new role in the kitchen, tapping into nostalgia, home baking and “little treat” moments.
The mixes are designed for novice bakers and seasoned home cooks, offering a bakery-style experience from the oven.
As the mixes bake, the coated honeycomb pieces melt through the brownies and cookies, creating pockets of chocolatey crunch.
Shortcut baking meets nostalgia
The launch taps into the rise of “shortcut baking”, where home bakers look for convenient ways to create shareable treats with less effort.
The range is designed to bring familiar flavours into easy home baking, while giving consumers a way to recreate café-style treats at home.
General Mills on the collaboration
Surini Perera, ANZ Marketing Director at General Mills, the company behind Betty Crocker, said the range is designed to create simple moments of joy at home.
“We know Australians are always looking for fun and simple way 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”.
Menz on Violet Crumble’s kitchen move
Polly Love, National Marketing and Licensing Manager at Menz Confectionery, said the collaboration gives Australians a new way to enjoy Violet Crumble.
“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.
“With World Baking Day around the corner on Sunday 17 May 2026, it’s the perfect time to see a much-loved favourite take on a new role in the kitchen”.
Asembl on the product launch
Justin Watson, Managing Director at Asembl, said the partnership extends Violet Crumble into a new category.
“Bringing Violet Crumble into new categories is all about creating unexpected, shatteringly indulgent product launches that consumers genuinely love, so baking up this brownie and cookie partnership with Betty Crocker delivers on that deliciously”.
The Betty Crocker x Violet Crumble Cookie Mix and Brownie Mix are designed for convenience without compromising on taste, offering a simple way to make everyday baking feel more special.
Top image: The Betty Crocker x Violet Crumble