Sunshine Biscuits
Encyclopedia
Sunshine Biscuits was an independent American baker of cookies, crackers
, and cereals
. The company, whose brand still appears today on a few products (e.g., Cheez it), was purchased by Keebler Company
in 1996 which was subsequently purchased by Kellogg Company
in 2000. Around that time, Sunshine Biscuits was headquartered in Elmhurst, Illinois
, the same town in which Keebler was located until 2001.
At the time of its purchase by Keebler, Sunshine Biscuits was the third largest cookie baker in the United States.
In 1890, a group of thirty-three mid-west and western bakers combined to form the American Biscuit & Manufacturing Company. This consolidation was done primarily to compete with United States Baking Company, another mid-west group and the New York Biscuit Company, an east coast conglomerate. Soon the American Biscuit and New York Biscuit groups were opening bakeries and lowering prices in each others area in an attempt to eliminate the competition. Finally in February 1898 the competing groups combined 114 factories and formed the National Biscuit Company (Nabisco).
Although Joseph Loose was a member of the Nabisco's Board of Directors, in 1902 along with his brother Jacob and John H. Wiles, he liquidated his holdings in National Biscuit Company and formed the Loose-Wiles Biscuit Company in Kansas City
. They envisioned a factory which would be filled with sunlight and so they adopted the name SUNSHINE for their products. Soon they began expanding and opened new plants in Boston
and then New York
. In 1912 Loose-Wiles opened their "Thousand Window" bakery on Long Island
, which remained the largest bakery building in the world until 1955.
Loose-Wiles never registered their "Sunshine" brand name and therefore spent much effort in the first forty years trying to dissuade other companies from using the word "sunshine" or any related word on their product or in their advertising. Since Loose-Wiles claim was not based on a registered mark, they often had to investigate when and where the other company first used the word to determine which company had first claim so as not to lose their right to the name "Sunshine" for their own products. Finally in 1946, the Loose-Wiles Company officially changed its name to Sunshine Biscuit, Inc.
The early part of the company's history was dominated by developing new items and acquiring established brands from other smaller companies. Many of the products and their names are similar to those of their largest competitor, the National Biscuit Company. For example, Nabisco's first individually packaged cracker was named "Uneeda". Loose-Wile's cracker was "Takhoma". Loose-Wiles made "Trumps Cookies". Nabisco produced "Aces
". Sunshine Biscuit had "Animal Crackers
" and "Toy Cookies". Nabisco produced "Barnum's Animals".
American Tobacco Company
purchased the company in 1966. It was then sold to G. F. Industries, a privately-held California company, and finally merged with Keebler Company in 1996.
snack crackers, which are still marketed under the Sunshine brand, as are Krispy Crackers saltines
. However, five well-known Sunshine brands were discontinued after the merger with Keebler: Chip-A-Roos, Hi-Ho Crackers, Chocolate Nugget cookies, Lemon Coolers, Golden Raisin Biscuits and Golden Fruit Biscuits. Sunshine originated Vienna Fingers
cookies, which are now sold under the Keebler brand.
Cracker (food)
A cracker is a baked good commonly made from grain flour dough and typically made in quantity in various hand-sized or smaller shapes. Flavorings or seasonings, such as salt, herbs, seeds, and/or cheese, may be added to the dough or sprinkled on top before baking...
, and cereals
Breakfast cereal
A breakfast cereal is a food made from processed grains that is often, but not always, eaten with the first meal of the day. It is often eaten cold, usually mixed with milk , water, or yogurt, and sometimes fruit but sometimes eaten dry. Some cereals, such as oatmeal, may be served hot as porridge...
. The company, whose brand still appears today on a few products (e.g., Cheez it), was purchased by Keebler Company
Keebler Company
The Keebler Company is the largest cookie and cracker manufacturer in the United States. Founded in 1853, it has produced numerous baked snacks. Keebler has marketed its brands such as Cheez-Its , Chips Deluxe, Club Crackers, E.L...
in 1996 which was subsequently purchased by Kellogg Company
Kellogg Company
Kellogg Company , is a producer of cereal and convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, and vegetarian foods...
in 2000. Around that time, Sunshine Biscuits was headquartered in Elmhurst, Illinois
Elmhurst, Illinois
Elmhurst is a suburb of Chicago in DuPage and Cook Counties, Illinois. The population is 46,013 as of the 2008 US Census population estimate.-History:...
, the same town in which Keebler was located until 2001.
At the time of its purchase by Keebler, Sunshine Biscuits was the third largest cookie baker in the United States.
History
Until the late 19th century, the biscuit/cracker industry was made up of small independent local bakeries preparing products and selling them in bulk. The barrels and crates of biscuits were delivered by horse and wagon, set out in the grocery store and sold to the consumer by the measure.In 1890, a group of thirty-three mid-west and western bakers combined to form the American Biscuit & Manufacturing Company. This consolidation was done primarily to compete with United States Baking Company, another mid-west group and the New York Biscuit Company, an east coast conglomerate. Soon the American Biscuit and New York Biscuit groups were opening bakeries and lowering prices in each others area in an attempt to eliminate the competition. Finally in February 1898 the competing groups combined 114 factories and formed the National Biscuit Company (Nabisco).
Although Joseph Loose was a member of the Nabisco's Board of Directors, in 1902 along with his brother Jacob and John H. Wiles, he liquidated his holdings in National Biscuit Company and formed the Loose-Wiles Biscuit Company in Kansas City
Kansas City, Missouri
Kansas City, Missouri is the largest city in the U.S. state of Missouri and is the anchor city of the Kansas City Metropolitan Area, the second largest metropolitan area in Missouri. It encompasses in parts of Jackson, Clay, Cass, and Platte counties...
. They envisioned a factory which would be filled with sunlight and so they adopted the name SUNSHINE for their products. Soon they began expanding and opened new plants in Boston
Boston
Boston is the capital of and largest city in Massachusetts, and is one of the oldest cities in the United States. The largest city in New England, Boston is regarded as the unofficial "Capital of New England" for its economic and cultural impact on the entire New England region. The city proper had...
and then New York
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
. In 1912 Loose-Wiles opened their "Thousand Window" bakery on Long Island
Long Island
Long Island is an island located in the southeast part of the U.S. state of New York, just east of Manhattan. Stretching northeast into the Atlantic Ocean, Long Island contains four counties, two of which are boroughs of New York City , and two of which are mainly suburban...
, which remained the largest bakery building in the world until 1955.
Loose-Wiles never registered their "Sunshine" brand name and therefore spent much effort in the first forty years trying to dissuade other companies from using the word "sunshine" or any related word on their product or in their advertising. Since Loose-Wiles claim was not based on a registered mark, they often had to investigate when and where the other company first used the word to determine which company had first claim so as not to lose their right to the name "Sunshine" for their own products. Finally in 1946, the Loose-Wiles Company officially changed its name to Sunshine Biscuit, Inc.
The early part of the company's history was dominated by developing new items and acquiring established brands from other smaller companies. Many of the products and their names are similar to those of their largest competitor, the National Biscuit Company. For example, Nabisco's first individually packaged cracker was named "Uneeda". Loose-Wile's cracker was "Takhoma". Loose-Wiles made "Trumps Cookies". Nabisco produced "Aces
ACeS
ACeS is a regional satellite telecommunications company based in Jakarta, Indonesia. It offers GSM-like satellite telephony services to Asian market. The coverage area includes Indonesia, Malaysia, Thailand, Philippines, Sri Lanka, Vietnam, China and India. The company operates the Garuda 1...
". Sunshine Biscuit had "Animal Crackers
Animal cracker
Animal crackers are crackers in the shapes of animals, some brands of which are sweetened. These are usually animals one would see at the zoo or circus, including lions, tigers, bears, and elephants....
" and "Toy Cookies". Nabisco produced "Barnum's Animals".
American Tobacco Company
American Tobacco Company
The American Tobacco Company was a tobacco company founded in 1890 by J. B. Duke through a merger between a number of U.S. tobacco manufacturers including Allen and Ginter and Goodwin & Company...
purchased the company in 1966. It was then sold to G. F. Industries, a privately-held California company, and finally merged with Keebler Company in 1996.
Products
Sunshine Biscuits made the Hydrox chocolate sandwich cream cookie, before it was discontinued in 1999. They were reintroduced in August 2008, and retained the Sunshine branding. Today, Sunshine is widely known for the Cheez-ItCheez-It
Cheez-It is an American snack food cracker manufactured by the Kellogg Company through the Sunshine Biscuits division. They are roughly 26 by 24 mm rectangular crackers made with wheat flour, vegetable oil, sharp yellow cheese, salt, and spices...
snack crackers, which are still marketed under the Sunshine brand, as are Krispy Crackers saltines
Saltine cracker
A saltine or soda cracker is a thin, usually square cracker made from white flour, shortening, yeast, and baking soda, with most varieties lightly sprinkled with coarse salt. It has perforations throughout its surface, to allow steam to escape for uniform rising, and along the edges, as individual...
. However, five well-known Sunshine brands were discontinued after the merger with Keebler: Chip-A-Roos, Hi-Ho Crackers, Chocolate Nugget cookies, Lemon Coolers, Golden Raisin Biscuits and Golden Fruit Biscuits. Sunshine originated Vienna Fingers
Vienna Fingers
Vienna Fingers is a brand of cookie made by the Keebler Company, a division of Kellogg's. They consist of a sandwich of vanilla flavored outer crust filled with vanilla cream flavored filling. Akin to an Oreo, the surface is textured and embossed with the product name, but Vienna Fingers have a...
cookies, which are now sold under the Keebler brand.
Currently branded products
- Cheez-ItCheez-ItCheez-It is an American snack food cracker manufactured by the Kellogg Company through the Sunshine Biscuits division. They are roughly 26 by 24 mm rectangular crackers made with wheat flour, vegetable oil, sharp yellow cheese, salt, and spices...
snack crackers - Krispy saltine crackers
- HydroxHydroxHydrox is the brand name for a creme-filled chocolate sandwich cookie that debuted in 1908 and was manufactured by Sunshine . Its name was formed from the atomic elements which make up pure water: hydrogen and oxygen...
cookies (limited edition, August 2008)