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Keebler Company
 
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| logo_size =
| logo_size =
| type = [[Subsidiary]]
| type = [[Subsidiary]]
| foundation = [[Philadelphia]], [[Pennsylvania]], [[United States|U.S.]] ({{start date and age|1853|7|19}})
| foundation = {{start date and age|1853|7|19}} [[Philadelphia]], [[Pennsylvania]], U.S.
| founder = Godfrey Keebler
| founder = Godfrey Keebler
| location = [[Battle Creek, Michigan|Battle Creek]], [[Michigan]], [[United States|U.S.]]
| location = [[Battle Creek, Michigan|Battle Creek]], [[Michigan]], U.S.
| area_served = Nationwide
| area_served = Nationwide
| key_people =
| key_people =
| industry = [[Food processing]]
| industry = [[Food processing]]
| products = [[Cookie]]s<br>[[Cracker (food)|Crackers]]<br>[[Ice cream]]
| products = [[Cookie]]s<br>[[Cracker (food)|Crackers]]<br>[[Ice cream cone]]s
| revenue =
| revenue =
| operating_income =
| operating_income =
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}}
}}


The '''Keebler Company''' is an American cookie and former cracker manufacturer. Founded in 1853, it has produced numerous baked snacks.<ref name=brilliant>{{cite web |url=http://www.brilliant-marketing.com/products/index.php?cPath=22 |title=Keebler Brilliant Marketing Pte Ltd Keebler |publisher=Brilliant-marketing.com |accessdate=2010-04-09 |url-status=dead |archive-url=https://web.archive.org/web/20100402012021/http://www.brilliant-marketing.com/products/index.php?cPath=22 |archive-date=2010-04-02 }}</ref> Keebler had marketed its brands such as [[Cheez-It]] (which have the [[Sunshine Biscuits]] brand), [[Chips Deluxe]], [[Club Crackers]], [[E.L. Fudge Cookies]], [[Famous Amos]], Fudge Shoppe Cookies, Murray cookies, Austin, Plantation, [[Vienna Fingers]], Town House Crackers, [[Wheatables]], Sandie's Shortbread, [[Chachos]] and Zesta Crackers, among others. The cookie and cracker lines were separated when [[Kellogg's]] sold the cookie line and the rights of the Keebler name to [[Ferrero SpA]].<ref>https://www.prnewswire.com/news-releases/kellogg-company-closes-sale-of-keebler-cookies-and-related-businesses-to-ferrero-300892169.html</ref> The cracker lines are now marketed under the Kellogg's or Sunshine names.
The '''Keebler Company''' is an American cookie and former cracker manufacturer. Founded in 1853, it has produced numerous baked snacks,<ref name=brilliant>{{cite web |url=http://www.brilliant-marketing.com/products/index.php?cPath=22 |title=Keebler Brilliant Marketing Pte Ltd Keebler |publisher=Brilliant-marketing.com |access-date=2010-04-09 |url-status=dead |archive-url=https://web.archive.org/web/20100402012021/http://www.brilliant-marketing.com/products/index.php?cPath=22 |archive-date=2010-04-02 }}</ref> advertised with the '''Keebler Elves'''. Keebler had marketed its brands such as [[Cheez-It]] (which bear the [[Sunshine Biscuits]] brand), [[Chips Deluxe]], [[Club Crackers]], [[E.L. Fudge Cookies]], [[Famous Amos]], Fudge Shoppe Cookies, Murray cookies, Austin, Plantation, [[Vienna Fingers]], Town House Crackers, [[Wheatables]], Sandie's Shortbread, [[Pizzarias|Pizzarias Pizza Chips]], [[Chachos]] and Zesta Crackers, among others. Keebler [[slogan]]s have included "Uncommonly Good" and "a little elfin magic goes a long way". Tom Shutter and [[Leo Burnett]] wrote the familiar jingle.<ref name=brilliant/>

The Keebler [[slogan]]s are "''Uncommonly Good''" and "a little elfin magic goes a long way". Tom Shutter and [[Leo Burnett]] wrote the familiar jingle.<ref name=brilliant/> The [[Kellogg Company]] sold Keebler to the Italian-owned [[Ferrero SpA]] in 2019.<ref>{{cite web |last1=Reddy |first1=Arjun |title=Kellogg has agreed to sell its Keebler and Famous Amos businesses to Ferrero for $1.3 billion |url=https://markets.businessinsider.com/news/stocks/kellogg-reportedly-agreed-to-sell-keebler-famous-amos-to-ferrero-2019-4-1028075005 |website=Business Insider |publisher=Insider Inc. |accessdate=2 April 2019}}</ref><ref>{{cite web |last1=Yu |first1=Douglas |title=Ferrero Enters U.S. Snack Aisle With $1.3 Billion Acquisition Of Kellogg's Brands |url=https://www.forbes.com/sites/douglasyu/2019/04/01/ferrero-enters-u-s-snacks-aisle-with-1-3-billion-acquisition-of-kelloggs-brands/#2d100861bbe8 |website=Forbes |publisher=Forbes Media LLC |accessdate=2 April 2019}}</ref><ref>{{cite web|url=https://fox59.com/2019/04/01/kellogg-gets-out-of-cookie-business-by-selling-keebler-famous-amos-brands/ |date=April 1, 2019 |title=Kellogg gets out of cookie business by selling Keebler, Famous Amos brands |work=[[WXIN]] |accessdate=October 13, 2019}}</ref>
The cookie and cracker lines were separated when [[Kellogg's]] sold the cookie line and the rights of the Keebler name to [[Ferrero SpA]] in 2019.<ref>{{Cite press release|url=https://www.prnewswire.com/news-releases/kellogg-company-closes-sale-of-keebler-cookies-and-related-businesses-to-ferrero-300892169.html|title = Kellogg Company Closes Sale of Keebler Cookies and Related Businesses to Ferrero}}</ref><ref>{{cite web |last1=Reddy |first1=Arjun |title=Kellogg has agreed to sell its Keebler and Famous Amos businesses to Ferrero for $1.3 billion |url=https://markets.businessinsider.com/news/stocks/kellogg-reportedly-agreed-to-sell-keebler-famous-amos-to-ferrero-2019-4-1028075005 |website=Business Insider |publisher=Insider Inc. |access-date=2 April 2019}}</ref><ref>{{cite web |last1=Yu |first1=Douglas |title=Ferrero Enters U.S. Snack Aisle With $1.3 Billion Acquisition Of Kellogg's Brands |url=https://www.forbes.com/sites/douglasyu/2019/04/01/ferrero-enters-u-s-snacks-aisle-with-1-3-billion-acquisition-of-kelloggs-brands/#2d100861bbe8 |website=Forbes |access-date=2 April 2019}}</ref><ref>{{cite web|url=https://fox59.com/2019/04/01/kellogg-gets-out-of-cookie-business-by-selling-keebler-famous-amos-brands/ |date=April 1, 2019 |title=Kellogg gets out of cookie business by selling Keebler, Famous Amos brands |work=[[WXIN]] |access-date=October 13, 2019}}</ref> The cracker lines are now marketed under the Kellogg's or Sunshine names.


== Company history ==
== Company history ==
[[File:Chips-Deluxe-Rainbow.jpg|thumb|200px|right|Keebler Chips Deluxe Rainbow cookies]]
[[File:Chips-Deluxe-Rainbow.jpg|thumb|200px|right|Keebler Chips Deluxe Rainbow cookies]]
[[Image:keebler delivery truck.JPG|thumb|200px|right|Keebler [[Delivery (commerce)|Delivery Truck]], [[US 23]], [[Michigan]]]]
[[File:keebler delivery truck.JPG|thumb|200px|right|Keebler [[Delivery (commerce)|Delivery Truck]], [[US 23]], [[Michigan]]]]
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Godfrey Keebler, of German descent, opened a bakery in [[Philadelphia]], Pennsylvania, in 1853. His bakery networked with several other local bakeries around the country over the years, and in 1927 they merged into the United Biscuit Company of America.<ref>{{cite web|url=http://www.fundinguniverse.com/company-histories/keebler-foods-company-history/|title=History of Keebler Foods Company – FundingUniverse|website=www.fundinguniverse.com}}</ref>


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Godfrey Keebler, of German descent, opened a bakery in [[Philadelphia]], Pennsylvania, in 1853. His bakery networked with several other local bakeries and others around the country over the years, and in 1927 they merged into the United Biscuit Company of America.<ref>{{cite web|url=http://www.fundinguniverse.com/company-histories/keebler-foods-company-history/|title=History of Keebler Foods Company – FundingUniverse|website=www.fundinguniverse.com}}</ref>
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United Biscuit operated regional bakeries which included not only Keebler, but also Hekman Biscuit Company of [[Grand Rapids, Michigan]],<ref>{{cite web|url=https://www.pinterest.com/pin/22236591888313220/|title=Made In Grand Rapids|website=Pinterest}}</ref><ref>http://www.hekman.com/our_history</ref> the Strietmann Biscuit Company of [[Mariemont, Ohio]]<ref>{{cite web|url=http://www.thestrietmann.com/history/|title=the history|website=The Strietmann}}</ref> and the Bowman Biscuit Company of [[Denver]] which used the Supreme brand name.<ref>{{cite web|url=https://catalog.denverlibrary.org/search/title.aspx?ctx=1.1033.0.0.6&pos=1|title=Home - Denver Public Library|website=catalog.denverlibrary.org}}</ref><ref>{{cite web|url=https://books.google.com/books?id=P0kEAAAAMBAJ&q=keebler+++hekman+++supreme&pg=PA67|title=LIFE|first=Time|last=Inc|date=10 May 1963|publisher=Time Inc|via=Google Books}}</ref> By 1963, United Biscuit introduced the Kitchen Rich brand nationally while still utilizing the regional brand names.<ref>{{cite web|url=https://books.google.com/books?id=lUEEAAAAMBAJ&q=%22kitchen+rich%22+++crackers&pg=PA91|title=LIFE|first=Time|last=Inc|date=18 January 1963|publisher=Time Inc|via=Google Books}}</ref> In 1966, United Biscuit decided to adopt a uniform brand name and chose Keebler as the national brand and the name of the company.<ref>{{cite web|url=https://essaytrader.net/the-keebler-company|title=The Keebler Company EssayTrader.net|website=essaytrader.net}}</ref> Keebler did adopt Streitmann's Zesta saltine brand as Keebler's national brand of saltine crackers.<ref>{{cite web|url=http://www.cincinnati.com/story/money/2016/11/28/historic-otr-building-get-big-solar-installation/94559966/|title=Historic OTR building to get big solar installation}}</ref>


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United Biscuit operated regional bakeries which included not only Keebler, but also Hekman Biscuit Company of [[Grand Rapids, Michigan]],<ref>{{cite web|url=https://www.pinterest.com/pin/22236591888313220/|title=Made In Grand Rapids|website=Pinterest}}</ref><ref>{{cite web |url=http://www.hekman.com/our_history |url-status=dead |archive-url=https://web.archive.org/web/20120806045826/http://www.hekman.com/our_history |archive-date=August 6, 2012 |title=Company History}}</ref> the Strietmann Biscuit Company of [[Mariemont, Ohio]]<ref>{{cite web|url=http://www.thestrietmann.com/history/|title=the history|website=The Strietmann}}</ref> Merchants Biscuit Company of [[Denver]],<ref>{{cite book |last1=Noel |first1=Thomas J. |author1-link=Thomas Noel (historian) |title=Mile High City : An Illustrated History of Denver |date=1997 |page=306 |publisher=Heritage Media Corp. |location=Encinitas, California |isbn=978-1-886483-10-1 |edition=1st |url=https://archive.org/details/milehighcityillu0000noel |access-date=28 December 2023}}</ref> and the Bowman Biscuit Company of [[Denver]] which used the Supreme brand name.<ref>{{cite web|url=https://catalog.denverlibrary.org/search/title.aspx?ctx=1.1033.0.0.6&pos=1|title=Home - Denver Public Library|website=catalog.denverlibrary.org}}</ref><ref>{{cite web|url=https://books.google.com/books?id=P0kEAAAAMBAJ&q=keebler+++hekman+++supreme&pg=PA67|title=Life|date=10 May 1963|publisher=Time Inc|via=Google Books}}</ref> By 1963, United Biscuit introduced the Kitchen Rich brand nationally while still utilizing the regional brand names.<ref>{{cite web|url=https://books.google.com/books?id=lUEEAAAAMBAJ&q=%22kitchen+rich%22+++crackers&pg=PA91|title=Life|date=18 January 1963|publisher=Time Inc|via=Google Books}}</ref> In 1966, United Biscuit decided to adopt a uniform brand name and chose Keebler as the national brand and the name of the company.<ref>{{cite web|url=https://essaytrader.net/the-keebler-company|title=The Keebler Company EssayTrader.net|website=essaytrader.net|access-date=April 20, 2017|archive-date=April 21, 2017|archive-url=https://web.archive.org/web/20170421194815/https://essaytrader.net/the-keebler-company/|url-status=dead}}</ref> Keebler did adopt Streitmann's Zesta saltine brand as Keebler's national brand of saltine crackers.<ref>{{cite web|url=http://www.cincinnati.com/story/money/2016/11/28/historic-otr-building-get-big-solar-installation/94559966/|title=Historic OTR building to get big solar installation}}</ref>
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[[Keebler-Weyl Bakery]] became the official baker of [[Girl Scout Cookies]] in 1936, the first commercial company to bake the cookies (the scouts and their mothers had done it previously). By 1978, four companies were producing the cookies.<ref>[http://www.pabook.libraries.psu.edu/palitmap/GirlScoutCookies.html Girl Scout Cookies bake up tasty treats for community, business skills for girls] {{Webarchive|url=https://web.archive.org/web/20100610195201/http://www.pabook.libraries.psu.edu/palitmap/GirlScoutCookies.html |date=2010-06-10 }}, Kathryn DeVan, Fall 2008</ref> Little Brownie Bakers is the Keebler division still licensed to produce the cookies.


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[[Keebler-Weyl Bakery]] became the official baker of [[Girl Scout Cookies]] in 1936, the first commercial company to bake the cookies (the scouts and their mothers had done it previously). By 1978, four companies were producing the cookies.<ref>[http://www.pabook.libraries.psu.edu/palitmap/GirlScoutCookies.html Girl Scout Cookies bake up tasty treats for community, business skills for girls] {{Webarchive|url=https://web.archive.org/web/20100610195201/http://www.pabook.libraries.psu.edu/palitmap/GirlScoutCookies.html |date=2010-06-10 }}, Kathryn DeVan, Fall 2008</ref> [[Girl Scout Cookies#Production|Little Brownie Bakers]] is the Keebler division still licensed to produce the cookies.<ref>{{Cite web |last=Winter |first=Emery |date=2023-02-23 |title=Yes, the same Girl Scout cookies have different names in different places |url=https://www.kvue.com/article/news/verify/food-verify/girl-scout-cookies-two-bakeries-different-varieties/536-6bec53f0-c995-4544-9e75-6ebea2d766ea |access-date=2023-03-26 |website=KVUE.com |language=en-US}}</ref>
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Keebler was acquired by [[United Biscuits]] in 1974,<ref>{{cite web|url=https://select.nytimes.com/gst/abstract.html?res=F60716FD3D541A7493C4AB178AD85F408785F9|title=Specialty Items Dominate A Lackluster Stock Market.; A.M.C. Up 2 1/2 Over Week STOCK PRICES DIP IN SLOW TRADING|first=Vartanig G.|last=Vartan|date=26 January 1974|accessdate=3 March 2017|via=NYTimes.com}}</ref> headquartered in [[Yiewsley and West Drayton Urban District|West Drayton]], [[Middlesex]], England.<ref name=tvacres>{{cite web |url=http://www.tvacres.com/admascots_keebler.htm |title=Advertising Mascots > Keebler Elves (Kellogg's) |publisher=Tv Acres |accessdate=2010-04-09 |url-status=dead |archive-url=https://archive.today/20120913182332/http://www.tvacres.com/admascots_keebler.htm |archive-date=2012-09-13 }}</ref> In 1995, United Biscuits sold Keebler to a partnership between [[Flowers Foods|Flowers Industries]] and Artal Luxembourg, a private equity firm.<ref>{{cite web|url=https://www.nytimes.com/1995/11/07/business/united-biscuits-sells-keebler-for-500-million.html|title=United Biscuits Sells Keebler for $500 Million|first=Barnaby J.|last=Feder|date=7 November 1995|accessdate=3 March 2017|via=NYTimes.com}}</ref> Artal Luxembourg sold its holdings in Keebler in an IPO in 1998.<ref>{{cite web|url=https://money.cnn.com/1998/01/28/markets/keebler/index.htm|title=Keebler shares gobbled - Jan. 28, 1998|accessdate=3 March 2017}}</ref>


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In 1974, Keebler was acquired by [[United Biscuits]],<ref>{{cite web|url=https://select.nytimes.com/gst/abstract.html?res=F60716FD3D541A7493C4AB178AD85F408785F9|title=Specialty Items Dominate A Lackluster Stock Market.; A.M.C. Up 2 1/2 Over Week STOCK PRICES DIP IN SLOW TRADING|first=Vartanig G.|last=Vartan|date=26 January 1974|access-date=3 March 2017|via=NYTimes.com}}</ref> a British multinational food manufacturer, headquartered in [[Yiewsley and West Drayton Urban District|West Drayton]], [[Middlesex]], England.<ref name=tvacres>{{cite web |url=http://www.tvacres.com/admascots_keebler.htm |title=Advertising Mascots > Keebler Elves (Kellogg's) |publisher=Tv Acres |access-date=2010-04-09 |url-status=dead |archive-url=https://archive.today/20120913182332/http://www.tvacres.com/admascots_keebler.htm |archive-date=2012-09-13 }}</ref> By the 1980s, Keebler had expanded into the bagged salty snack market, launching a string of successful and innovative snack chips such as Tato Skins, O'Boisies, and Pizzarias. In 1995, United Biscuits announced plans to spin off the snack chip business,<ref>{{Cite web|url=https://www.chicagotribune.com/news/ct-xpm-1995-06-23-9506230263-story.html|title=Keebler's Elves Lose Appetite for Salty Snacks|website=[[Chicago Tribune]]|date=June 23, 1995 }}</ref> but ended up selling the entire company to a partnership between [[Flowers Foods|Flowers Industries]] and Artal Luxembourg, a private equity firm.<ref>{{cite news|url=https://www.nytimes.com/1995/11/07/business/united-biscuits-sells-keebler-for-500-million.html|title=United Biscuits Sells Keebler for $500 Million|first=Barnaby J.|last=Feder|newspaper=The New York Times|date=7 November 1995|access-date=3 March 2017}}</ref> Artal Luxembourg sold its holdings in Keebler in an IPO in 1998.<ref>{{cite web|url=https://money.cnn.com/1998/01/28/markets/keebler/index.htm|title=Keebler shares gobbled - Jan. 28, 1998|access-date=3 March 2017}}</ref>
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In 2000, the Keebler Company acquired a license to produce snacks based on the popular children's show [[Sesame Street]].<ref>{{Cite news|url=http://articles.chicagotribune.com/2000-04-05/business/0004050275_1_sesame-street-muppet-children-s-television-workshop-keebler-elves|title=Keebler Elves, Muppets Stroll Down Snack Aisle|work=tribunedigital-chicagotribune|access-date=2017-12-19|language=en}}</ref>


The Keebler Company purchased [[Sunshine Biscuits]] in 1996.<ref name="nytsunshine">{{cite news |last= Elliot |first= Stuart |date= August 20, 2008 | title = Those Shelved Brands Start to Look Tempting | work = The New York Times | url = https://www.nytimes.com/2008/08/21/business/media/21adco.html}}</ref>
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In March 2001, The Keebler Company was acquired by the [[Kellogg Company]].<ref name=brilliant/> At that time, headquarters were located in [[Elmhurst, Illinois]].<ref>{{cite web |url=http://www.illinois.com/details/city.php?cityFips=1723620 |title=Elmhurst, IL |publisher=Illinois.com |accessdate=2010-04-09 |url-status=dead |archive-url=https://web.archive.org/web/20090903005210/http://www.illinois.com/details/city.php?cityFips=1723620 |archive-date=2009-09-03 }}</ref> Currently, Keebler has manufacturing plants in the United States, Thailand, Indonesia, and Malaysia.{{Citation needed|date=April 2010}}


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In 2000, the Keebler Company acquired a license to produce snacks based on the popular children's show ''[[Sesame Street]]''.<ref>{{Cite news|url=https://www.chicagotribune.com/2000/04/05/keebler-elves-muppets-stroll-down-snack-aisle/|title=Keebler Elves, Muppets Stroll Down Snack Aisle|work=tribunedigital-chicagotribune|access-date=2017-12-19|language=en}}</ref>
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On April 1, 2019, Kellogg announced that it was selling Keebler cookies and other related brands to [[Ferrero SpA]] for $1.3 billion. The acquisition is a part of Ferrero's strategy to buy brands which have been neglected within broader food companies' portfolios.<ref>{{Cite web|url=https://www.cnbc.com/2019/04/01/kellogg-to-sell-keebler-and-famous-amos-business-to-nutella-owner-ferrero.html|title=Kellogg announces plans to sell Keebler and Famous Amos to Nutella-owner Ferrero for $1.3 billion|last=Hirsch|first=Lauren|date=2019-04-01|website=CNBC|language=en|access-date=2020-03-03}}</ref> Kellogg retained the rights to other Keebler products, such as crackers and salty snacks, either under the Kellogg's or Sunshine names. The acquisition closed on July 29, 2019.<ref>{{Cite press release|url=https://www.prnewswire.com/news-releases/kellogg-company-closes-sale-of-keebler-cookies-and-related-businesses-to-ferrero-300892169.html|title=Kellogg Company Closes Sale of Keebler Cookies and Related Businesses to Ferrero|last=Company|work=[[Cision]] |language=en|access-date=August 12, 2019|date=July 29, 2019}}</ref><ref>{{cite web|url=https://seekingalpha.com/news/3482663-kellogg-closes-keebler-sale |last=Schultz |first=Clark |date=July 29, 2019 |title=Kellogg closes on Keebler sale |work=[[Seeking Alpha]] |accessdate=August 12, 2019}}</ref>

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In March 2001, The Keebler Company was acquired by the [[Kellogg Company]].<ref name=brilliant/> At that time, headquarters were located in [[Elmhurst, Illinois]].<ref>{{cite web |url=http://www.illinois.com/details/city.php?cityFips=1723620 |title=Elmhurst, IL |publisher=Illinois.com |access-date=2010-04-09 |url-status=dead |archive-url=https://web.archive.org/web/20090903005210/http://www.illinois.com/details/city.php?cityFips=1723620 |archive-date=2009-09-03 }}</ref>

⚫
On April 1, 2019, Kellogg announced that it was selling Keebler cookies and other related brands to [[Ferrero SpA]] for $1.3&nbsp;billion. The acquisition is a part of Ferrero's strategy to buy brands which have been neglected within broader food companies' portfolios.<ref>{{Cite web|url=https://www.cnbc.com/2019/04/01/kellogg-to-sell-keebler-and-famous-amos-business-to-nutella-owner-ferrero.html|title=Kellogg announces plans to sell Keebler and Famous Amos to Nutella-owner Ferrero for $1.3 billion|last=Hirsch|first=Lauren|date=2019-04-01|website=CNBC|language=en|access-date=2020-03-03}}</ref> Kellogg retained the rights to other Keebler products, such as crackers, either under the Kellogg's or Sunshine names. The acquisition closed on July 29, 2019.<ref>{{Cite press release|url=https://www.prnewswire.com/news-releases/kellogg-company-closes-sale-of-keebler-cookies-and-related-businesses-to-ferrero-300892169.html|title=Kellogg Company Closes Sale of Keebler Cookies and Related Businesses to Ferrero|work=[[Cision]] |language=en|access-date=August 12, 2019|date=July 29, 2019}}</ref><ref>{{cite web|url=https://seekingalpha.com/news/3482663-kellogg-closes-keebler-sale |last=Schultz |first=Clark |date=July 29, 2019 |title=Kellogg closes on Keebler sale |work=[[Seeking Alpha]] |access-date=August 12, 2019}}</ref>


== Keebler Elves ==
== Keebler Elves ==
The animated Keebler [[Elves]], led by "Ernest J. 'Ernie' Keebler", rank among the best-known characters from commercials.{{Citation needed|date=November 2018}} Ernie is the head elf and the friendliest of the bunch.<ref>{{cite book |last1=Dotz |first1=Warren |last2=Morton |first2=Jim |title=What a Character! 20th Century American Advertising Icons |date=1996 |publisher=Chronicle Books |isbn=0-8118-0936-6 |page=56}}</ref> The elves have appeared in countless [[television advertisement]]s throughout the years, shown baking their unique products.<ref>{{Cite book|title=The management of business logistics|last=1935-|first=Coyle, John J. (John Joseph)|date=1996|publisher=West Pub. Co|others=Bardi, Edward J.; Langley, C. John|isbn=9780314065070|edition= 6th|location=Minneapolis/St. Paul|chapter=15|oclc=33280849}}</ref> In the commercials, the Keebler tree logo is often turned into the tree in which the elves reside.
The animated Keebler [[Elves]], led by "Ernest J. 'Ernie' Keebler", rank among the best-known characters from commercials.{{Citation needed|date=November 2018}} Ernie is the head elf and the friendliest of the bunch.<ref>{{cite book |last1=Dotz |first1=Warren |last2=Morton |first2=Jim |title=What a Character! 20th Century American Advertising Icons |date=1996 |publisher=Chronicle Books |isbn=0-8118-0936-6 |page=56}}</ref> The elves have appeared in countless [[television advertisement]]s throughout the years (most of them animated at [[FilmFair]]), shown baking their unique products.<ref>{{Cite book|title=The management of business logistics|last1=Coyle|first1=John J.|date=1996|publisher=West Pub. Co|last2=Bardi|first2=Edward J.|last3=Langley|first3=C. John|isbn=9780314065070|edition= 6th|location=Minneapolis/St. Paul|chapter=15|oclc=33280849}}</ref> In the commercials, the Keebler tree logo is often turned into the tree in which the elves reside.


[[Leo Burnett Worldwide]], an [[advertising]] agency, created the elves in 1968, calling the bakery "The Hollow Tree Factory";<ref name=tvacres/>
[[Leo Burnett Worldwide]], an [[advertising]] agency, created the elves in 1968, calling the bakery "The Hollow Tree Factory."<ref name=tvacres/>


J.J. Keebler was the original "king elf" in 1969, and was featured in a classroom film about how animated commercials are made, "Show and Sell", with J.J.'s voice performed by [[Alan Reed|Alan Reed, Sr]].<ref>{{cite web|url=http://screenmag.com/story/2015/may/11/11262/ |last=Cerny |first=JoBe |date=May 11, 2015 |title=Icons of Advertising |work=Screen Magazine |archive-url=https://web.archive.org/web/20150607070242/http://screenmag.com/story/2015/may/11/11262/ |url-status=live |archive-date=June 7, 2015 |accessdate=August 17, 2019}}</ref> Ernie Keebler became "head elf" in 1970.<ref name=mediaroom>{{cite web|url=http://kelloggs.mediaroom.com/file.php/103/BIO+Ernie+Elf.pdf |title=Ernie |publisher=Kelloggs |accessdate=2013-03-19}} {{Dead link|date=March 2013}}</ref> White-haired Ernie wears a green jacket, a white shirt with a yellow tie, a red vest, and floppy shoes.<ref name=mediaroom />
J.J. Keebler was the original "king elf" in 1969, and was featured in a classroom film about how animated commercials are made, "Show and Sell", with J.J.'s voice performed by [[Alan Reed|Alan Reed, Sr]].<ref>{{cite web |last=Cerny |first=JoBe |date=May 11, 2015 |title=Icons of Advertising |url=http://screenmag.com/story/2015/may/11/11262/ |url-status=dead |archive-url=https://web.archive.org/web/20150607070242/http://screenmag.com/story/2015/may/11/11262/ |archive-date=June 7, 2015 |access-date=August 17, 2019 |work=Screen Magazine}}</ref> Ernie Keebler became "head elf" in 1970.<ref name=mediaroom>{{cite web|url=http://kelloggs.mediaroom.com/file.php/103/BIO+Ernie+Elf.pdf |title=Ernie |publisher=Kelloggs |access-date=2013-03-19}} {{Dead link|date=March 2013}}</ref> White-haired Ernie wears a green jacket, a white shirt with a yellow tie, a red vest, and floppy shoes.<ref name=mediaroom />


Ernie Keebler was first voiced by [[Walker Edmiston]], later by [[Parley Baer]], and then [[Frank Welker]], since 2007.
Ernie Keebler was first voiced by [[Walker Edmiston]], later by [[Parley Baer]], then [[Frank Welker]] in 2007, then from 2016 to 2023 by Chicago actor [[Richard Henzel]].


Other elves were Fryer Tuck (who promoted "Munch-ems"), Ernie's nephews Zoot and J.J. (known for [[Pizzarias|Pizzarias Pizza Chips]]), Ernie's mother Ma Keebler, young Elmer Keebler, Buckets (who threw fudge on the cookies), Fast Eddie (who wrapped the products), Sam (the peanut butter baker), Roger (the jeweler), Doc (the doctor and cookie maker), Zack (the fudge shoppe supervisor), Flo (the accountant), Leonardo (the artist),<ref name=tvacres /> Elwood (who ran through the dough),<ref name=mediaroom/> Professor, Edison, Larry and Art.<ref name=tvacres/> Many of the Keebler commercials were narrated by the announcer [[Danny Dark]]. The first Keebler elves were drawn by children's author/illustrator and commercial artist [[Roger Bradfield]].
Other elves were Fryer Tuck (who promoted "Munch-ems"), Ernie's nephews Zoot and J.J. (known for [[Pizzarias|Pizzarias Pizza Chips]]), Ernie's mother Ma Keebler, young Elmer Keebler, Buckets (who threw fudge on the cookies), Fast Eddie (who wrapped the products), Sam (the peanut butter baker), Roger (the jeweler), Doc (the doctor and cookie maker), Zack (the fudge shoppe supervisor), Flo (the accountant), Leonardo (the artist),<ref name=tvacres /> Elwood (who ran through the dough),<ref name=mediaroom/> Professor, Edison, Larry and Art.<ref name=tvacres/> Many of the Keebler commercials were narrated by the announcer [[Danny Dark]]. The first Keebler elves were drawn by children's author/illustrator and commercial artist [[Roger Bradfield]].


== Selected products==
== List of Keebler snacks==
Examples of Keebler products include:
Examples of Keebler products include:
{{div-col|colwidth=18em|content=
{{div-col|colwidth=18em|content=
* 100 Calorie Right Bites
* 100-Calorie Right Bites
* Chips Deluxe Chocolate Lovers cookies
* Chips Deluxe Chocolate Lovers cookies
* Chips Deluxe Rainbow cookies
* Chips Deluxe Rainbow cookies
* Dunkin Delights
* E.L. Fudge
* E.L. Fudge
* Grasshopper Mint and Fudge cookies
* Export Sodas
* Frosted Animals cookies
* Frosted Animals cookies
* Fudge Shoppe cookies
* Fudge Shoppe cookies
Line 68: Line 73:
* Keebler® Ice Cream Cones
* Keebler® Ice Cream Cones
* Magic Middles
* Magic Middles
* Munch'Ems<ref>{{cite web|url=http://www.snackmemory.com/keebler-munchems/ |title=Keebler Munch'Ems |accessdate=2019-08-22 |url-status=dead |archive-url=https://archive.today/20141124052457/http://www.snackmemory.com/keebler-munchems/ |website=snackmemory.com |archive-date=2014-11-24 }}</ref>
* Munch'Ems<ref>{{cite web|url=http://www.snackmemory.com/keebler-munchems/ |title=Keebler Munch'Ems |access-date=2019-08-22 |url-status=dead |archive-url=https://archive.today/20141124052457/http://www.snackmemory.com/keebler-munchems/ |website=snackmemory.com |archive-date=2014-11-24 }}</ref>
* O’Boisies Potato Chips*Sesame Sticks
* O’Boisies® Potato Chips
* Sesame Sticks
* [[Pizzarias]] Pizza Chips<ref>https://www.youtube.com/watch?v=M4ZL7cqt83U</ref>* Rich 'n' Chips
* [[Pizzarias]]® Pizza Chips<ref>{{Cite web|url=https://www.youtube.com/watch?v=M4ZL7cqt83U|title = 1991 Keebler Pizzarias Commercial|website = [[YouTube]]}}</ref>
* Rich 'n' Chips
* Ready Crust® pie crusts
* Ready Crust® pie crusts
* [[Sandie (cookie)|Sandies®]] cookies
* [[Sandie (cookie)|Sandies®]] cookies
* Scooby Snacks
* Simply Made cookies
* Simply Made cookies
* Sweet Spots
* Sweet Spots
* Tato Skins
* Tato Skins®
* Vienna Fingers cookies
* Vienna Fingers cookies
}}
}}
Line 84: Line 90:


== External links ==
== External links ==
{{commons category}}
* {{official website|https://www.keebler.com/}}
* {{official website}}

{{Ferrero}}
{{Kellogg Company}}


[[Category:Brand name snack foods]]
[[Category:Brand name snack foods]]
Line 91: Line 101:
[[Category:American companies established in 1853]]
[[Category:American companies established in 1853]]
[[Category:Food and drink companies established in 1853]]
[[Category:Food and drink companies established in 1853]]
[[Category:Products introduced in 1853]]
[[Category:Food and drink introduced in 1853]]
[[Category:Companies based in DuPage County, Illinois]]
[[Category:Companies based in DuPage County, Illinois]]
[[Category:Elmhurst, Illinois]]
[[Category:Elmhurst, Illinois]]

Latest revision as of 17:24, 24 December 2024

Keebler Company
Company typeSubsidiary
IndustryFood processing
FoundedJuly 19, 1853; 171 years ago (1853-07-19) Philadelphia, Pennsylvania, U.S.
FounderGodfrey Keebler
HeadquartersBattle Creek, Michigan, U.S.
Area served
Nationwide
ProductsCookies
Crackers
Ice cream cones
ParentUnited Biscuits (1974–1995)
Flowers Industries
(1995–1998)
Kellogg's (2001–2019)
Ferrero SpA (2019–present)
Websitekeebler.com

The Keebler Company is an American cookie and former cracker manufacturer. Founded in 1853, it has produced numerous baked snacks,[1] advertised with the Keebler Elves. Keebler had marketed its brands such as Cheez-It (which bear the Sunshine Biscuits brand), Chips Deluxe, Club Crackers, E.L. Fudge Cookies, Famous Amos, Fudge Shoppe Cookies, Murray cookies, Austin, Plantation, Vienna Fingers, Town House Crackers, Wheatables, Sandie's Shortbread, Pizzarias Pizza Chips, Chachos and Zesta Crackers, among others. Keebler slogans have included "Uncommonly Good" and "a little elfin magic goes a long way". Tom Shutter and Leo Burnett wrote the familiar jingle.[1]

The cookie and cracker lines were separated when Kellogg's sold the cookie line and the rights of the Keebler name to Ferrero SpA in 2019.[2][3][4][5] The cracker lines are now marketed under the Kellogg's or Sunshine names.

Company history

[edit]
Keebler Chips Deluxe Rainbow cookies
Keebler Delivery Truck, US 23, Michigan

Godfrey Keebler, of German descent, opened a bakery in Philadelphia, Pennsylvania, in 1853. His bakery networked with several other local bakeries and others around the country over the years, and in 1927 they merged into the United Biscuit Company of America.[6]

United Biscuit operated regional bakeries which included not only Keebler, but also Hekman Biscuit Company of Grand Rapids, Michigan,[7][8] the Strietmann Biscuit Company of Mariemont, Ohio[9] Merchants Biscuit Company of Denver,[10] and the Bowman Biscuit Company of Denver which used the Supreme brand name.[11][12] By 1963, United Biscuit introduced the Kitchen Rich brand nationally while still utilizing the regional brand names.[13] In 1966, United Biscuit decided to adopt a uniform brand name and chose Keebler as the national brand and the name of the company.[14] Keebler did adopt Streitmann's Zesta saltine brand as Keebler's national brand of saltine crackers.[15]

Keebler-Weyl Bakery became the official baker of Girl Scout Cookies in 1936, the first commercial company to bake the cookies (the scouts and their mothers had done it previously). By 1978, four companies were producing the cookies.[16] Little Brownie Bakers is the Keebler division still licensed to produce the cookies.[17]

In 1974, Keebler was acquired by United Biscuits,[18] a British multinational food manufacturer, headquartered in West Drayton, Middlesex, England.[19] By the 1980s, Keebler had expanded into the bagged salty snack market, launching a string of successful and innovative snack chips such as Tato Skins, O'Boisies, and Pizzarias. In 1995, United Biscuits announced plans to spin off the snack chip business,[20] but ended up selling the entire company to a partnership between Flowers Industries and Artal Luxembourg, a private equity firm.[21] Artal Luxembourg sold its holdings in Keebler in an IPO in 1998.[22]

The Keebler Company purchased Sunshine Biscuits in 1996.[23]

In 2000, the Keebler Company acquired a license to produce snacks based on the popular children's show Sesame Street.[24]

In March 2001, The Keebler Company was acquired by the Kellogg Company.[1] At that time, headquarters were located in Elmhurst, Illinois.[25]

On April 1, 2019, Kellogg announced that it was selling Keebler cookies and other related brands to Ferrero SpA for $1.3 billion. The acquisition is a part of Ferrero's strategy to buy brands which have been neglected within broader food companies' portfolios.[26] Kellogg retained the rights to other Keebler products, such as crackers, either under the Kellogg's or Sunshine names. The acquisition closed on July 29, 2019.[27][28]

Keebler Elves

[edit]

The animated Keebler Elves, led by "Ernest J. 'Ernie' Keebler", rank among the best-known characters from commercials.[citation needed] Ernie is the head elf and the friendliest of the bunch.[29] The elves have appeared in countless television advertisements throughout the years (most of them animated at FilmFair), shown baking their unique products.[30] In the commercials, the Keebler tree logo is often turned into the tree in which the elves reside.

Leo Burnett Worldwide, an advertising agency, created the elves in 1968, calling the bakery "The Hollow Tree Factory."[19]

J.J. Keebler was the original "king elf" in 1969, and was featured in a classroom film about how animated commercials are made, "Show and Sell", with J.J.'s voice performed by Alan Reed, Sr.[31] Ernie Keebler became "head elf" in 1970.[32] White-haired Ernie wears a green jacket, a white shirt with a yellow tie, a red vest, and floppy shoes.[32]

Ernie Keebler was first voiced by Walker Edmiston, later by Parley Baer, then Frank Welker in 2007, then from 2016 to 2023 by Chicago actor Richard Henzel.

Other elves were Fryer Tuck (who promoted "Munch-ems"), Ernie's nephews Zoot and J.J. (known for Pizzarias Pizza Chips), Ernie's mother Ma Keebler, young Elmer Keebler, Buckets (who threw fudge on the cookies), Fast Eddie (who wrapped the products), Sam (the peanut butter baker), Roger (the jeweler), Doc (the doctor and cookie maker), Zack (the fudge shoppe supervisor), Flo (the accountant), Leonardo (the artist),[19] Elwood (who ran through the dough),[32] Professor, Edison, Larry and Art.[19] Many of the Keebler commercials were narrated by the announcer Danny Dark. The first Keebler elves were drawn by children's author/illustrator and commercial artist Roger Bradfield.

Selected products

[edit]

Examples of Keebler products include:

  • 100-Calorie Right Bites
  • Chips Deluxe Chocolate Lovers cookies
  • Chips Deluxe Rainbow cookies
  • Dunkin Delights
  • E.L. Fudge
  • Grasshopper Mint and Fudge cookies
  • Frosted Animals cookies
  • Fudge Shoppe cookies
  • Fudge Stripe Cookies
  • Krunch Twists
  • Keebler® Ice Cream Cones
  • Magic Middles
  • Munch'Ems[33]
  • O’Boisies® Potato Chips
  • Sesame Sticks
  • Pizzarias® Pizza Chips[34]
  • Rich 'n' Chips
  • Ready Crust® pie crusts
  • Sandies® cookies
  • Simply Made cookies
  • Sweet Spots
  • Tato Skins®
  • Vienna Fingers cookies

References

[edit]
  1. ^ a b c "Keebler Brilliant Marketing Pte Ltd Keebler". Brilliant-marketing.com. Archived from the original on April 2, 2010. Retrieved April 9, 2010.
  2. ^ "Kellogg Company Closes Sale of Keebler Cookies and Related Businesses to Ferrero" (Press release).
  3. ^ Reddy, Arjun. "Kellogg has agreed to sell its Keebler and Famous Amos businesses to Ferrero for $1.3 billion". Business Insider. Insider Inc. Retrieved April 2, 2019.
  4. ^ Yu, Douglas. "Ferrero Enters U.S. Snack Aisle With $1.3 Billion Acquisition Of Kellogg's Brands". Forbes. Retrieved April 2, 2019.
  5. ^ "Kellogg gets out of cookie business by selling Keebler, Famous Amos brands". WXIN. April 1, 2019. Retrieved October 13, 2019.
  6. ^ "History of Keebler Foods Company – FundingUniverse". www.fundinguniverse.com.
  7. ^ "Made In Grand Rapids". Pinterest.
  8. ^ "Company History". Archived from the original on August 6, 2012.
  9. ^ "the history". The Strietmann.
  10. ^ Noel, Thomas J. (1997). Mile High City : An Illustrated History of Denver (1st ed.). Encinitas, California: Heritage Media Corp. p. 306. ISBN 978-1-886483-10-1. Retrieved December 28, 2023.
  11. ^ "Home - Denver Public Library". catalog.denverlibrary.org.
  12. ^ "Life". Time Inc. May 10, 1963 – via Google Books.
  13. ^ "Life". Time Inc. January 18, 1963 – via Google Books.
  14. ^ "The Keebler Company EssayTrader.net". essaytrader.net. Archived from the original on April 21, 2017. Retrieved April 20, 2017.
  15. ^ "Historic OTR building to get big solar installation".
  16. ^ Girl Scout Cookies bake up tasty treats for community, business skills for girls Archived 2010-06-10 at the Wayback Machine, Kathryn DeVan, Fall 2008
  17. ^ Winter, Emery (February 23, 2023). "Yes, the same Girl Scout cookies have different names in different places". KVUE.com. Retrieved March 26, 2023.
  18. ^ Vartan, Vartanig G. (January 26, 1974). "Specialty Items Dominate A Lackluster Stock Market.; A.M.C. Up 2 1/2 Over Week STOCK PRICES DIP IN SLOW TRADING". Retrieved March 3, 2017 – via NYTimes.com.
  19. ^ a b c d "Advertising Mascots > Keebler Elves (Kellogg's)". Tv Acres. Archived from the original on September 13, 2012. Retrieved April 9, 2010.
  20. ^ "Keebler's Elves Lose Appetite for Salty Snacks". Chicago Tribune. June 23, 1995.
  21. ^ Feder, Barnaby J. (November 7, 1995). "United Biscuits Sells Keebler for $500 Million". The New York Times. Retrieved March 3, 2017.
  22. ^ "Keebler shares gobbled - Jan. 28, 1998". Retrieved March 3, 2017.
  23. ^ Elliot, Stuart (August 20, 2008). "Those Shelved Brands Start to Look Tempting". The New York Times.
  24. ^ "Keebler Elves, Muppets Stroll Down Snack Aisle". tribunedigital-chicagotribune. Retrieved December 19, 2017.
  25. ^ "Elmhurst, IL". Illinois.com. Archived from the original on September 3, 2009. Retrieved April 9, 2010.
  26. ^ Hirsch, Lauren (April 1, 2019). "Kellogg announces plans to sell Keebler and Famous Amos to Nutella-owner Ferrero for $1.3 billion". CNBC. Retrieved March 3, 2020.
  27. ^ "Kellogg Company Closes Sale of Keebler Cookies and Related Businesses to Ferrero". Cision (Press release). July 29, 2019. Retrieved August 12, 2019.
  28. ^ Schultz, Clark (July 29, 2019). "Kellogg closes on Keebler sale". Seeking Alpha. Retrieved August 12, 2019.
  29. ^ Dotz, Warren; Morton, Jim (1996). What a Character! 20th Century American Advertising Icons. Chronicle Books. p. 56. ISBN 0-8118-0936-6.
  30. ^ Coyle, John J.; Bardi, Edward J.; Langley, C. John (1996). "15". The management of business logistics (6th ed.). Minneapolis/St. Paul: West Pub. Co. ISBN 9780314065070. OCLC 33280849.
  31. ^ Cerny, JoBe (May 11, 2015). "Icons of Advertising". Screen Magazine. Archived from the original on June 7, 2015. Retrieved August 17, 2019.
  32. ^ a b c "Ernie" (PDF). Kelloggs. Retrieved March 19, 2013. [dead link‍]
  33. ^ "Keebler Munch'Ems". snackmemory.com. Archived from the original on November 24, 2014. Retrieved August 22, 2019.
  34. ^ "1991 Keebler Pizzarias Commercial". YouTube.
[edit]
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