Corporate & U.S. News

Aug 15, 2003
Keebler Celebrates 150 Years of Baking Uncommonly Good Snacks

ELMHURST, Ill - Once a small local bakery, Keebler has grown into one of the largest and most recognized cookie and cracker brands in the United States. Celebrating a major milestone this year, the brand turns 150. The first Keebler cookie, baked in 1853, secured a place in history.

It all began when Godfrey Keebler opened a neighborhood bakery in Philadelphia. Billions of cookies and crackers later, the Keebler brand is now one of the most resilient brands in the United States.

"Generations around the country have grown up enjoying Keebler cookies and crackers," said Brad Davidson, president of Kellogg Company Snacks Division. "Thanks to 15 decades of deeply rooted history, it is easy to understand why the Keebler brand symbolizes delicious tradition to many families."

Employees gathered today to celebrate the brand's anniversary at the Elmhurst, Ill office. Davidson and the Keebler elves marked the milestone by unveiling the world's largest Keebler cookie, which weighed 150 pounds.

Keebler History

The Keebler bakery grew quickly after its founding. Once the automobile arrived, Keebler products were delivered beyond the neighborhood and the concept of regional distribution began. Keebler then became a part of the United Biscuit Company of America in 1926 and by 1944, there were 16 bakeries across the country from Philadelphia to Salt Lake City. In 1966, Keebler Company became the official corporate name and Keebler the single brand name for all products.

Once the Keebler brand was formed, company icons soon followed. Ernie Keebler and the Elves became company symbols and represented snacks baked in the Hollow Tree in the fictional Sylvan Glen. The Elves, known for making Uncommonly Good products in a "magic oven" are among the best-recognized advertising characters in America. Leo Burnett created the "spokescharacters" for Keebler in 1969.

The Keebler brand was acquired by the Kellogg Company in 2001 and is the no. 2 cookie and cracker brand in the United States. Keebler is a brand known for its broad line of cookie and cracker products, as well as other consumer food products.

About Kellogg Company

With 2002 sales of $8.3 billion, Kellogg Company (NYSE: K) is the world's leading producer of cereal and a leading manufacturer of convenience foods such as cereal bars, frozen waffles, toaster pastries, cookies, and crackers. The company also produces natural and vegetarian foods.

Founded in 1906 and dedicated to providing nutritious, good-tasting foods, Kellogg has manufacturing facilities in 19 countries and sells its products in more than 180 countries. Kellogg brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Nutri-Grain, Cheez-It, Morningstar Farms, and Kashi. For more information, visit Kellogg's web site at www.kelloggs.com.