In 1853, Godfrey Keebler started his baking venture in Philadelphia, laying the groundwork for a cookie brand that carried his name. In 2019, Kellogg Co. sold the Keebler cookie brand and various snack divisions to Ferrero for $1.3 billion.
A German immigrant who excelled in the baking trade prior to starting his own, Keebler first opened his bakery in Philadelphia in the 1840s. He moved out but returned years later, eventually opening a small bakery in South Philadelphia in 1862. He later relocated to a bigger factory, and by 1890, he employed around 100 workers.
That same year, he partnered with Augustus Weyl to establish the Keebler-Weyl Baking Company, which eventually turned into one of the nation’s largest producers of cookies and crackers.
Some of Kellogg’s Keebler brand cookies are seen for sale on a store shelf on April 01, 2019 in Miami, Florida. The Kellogg company announced plans to sell its Keebler, Famous Amos and fruit snacks businesses to the Ferrero company for $1.3 billion.Joe Raedle/Getty Images
In 1927, Keebler-Weyl became part of a group of bakeries that formed the United Biscuit Company. The Philadelphia facility continued producing baked products and began making and packaging Girl Scout cookies for the Greater Philadelphia Council in 1934, as stated in the Encyclopedia of Greater Philadelphia.
The company then adopted the Keebler name as its unified corporate identity and brand for its bakery products in 1966. Kellogg later purchased Keebler Foods Company in March 2001 in a $3.8 billion deal that strengthened its position in the cookie and cracker industry, as reported by The Christian Science Monitor.
Keebler’s evolution from a bakery in Philadelphia to a recognized cookie brand reflects decades of growth, increased production and corporate acquisitions.
As for Ferrero’s purchase of the Keebler brand, the deal with Kellogg also included the acquisition of Famous Amos, Mother’s, Murray’s and Little Brownie Bakers, among others. The businesses generated about $900 million in sales in 2018.
Ferrero group CEO Lapo Civiletti stated that the agreement would broaden Ferrero’s portfolio and generate growth opportunities in the U.S. cookie market and beyond.
Related: Keebler Brings Back Top-Selling Cookie for Limited Time: ‘Bigger, Better and Built For Every Family’
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