The Keebler Company is the second-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 (which have the Sunshine Biscuits brand), Chips Deluxe, Club Crackers, E.L. Fudge Cookies, Famous Amos Cookies, Fudge Shoppe Cookies, Murray, Austin, Plantation, Vienna Fingers, Town House Crackers, Wheatables, Sandie’s Shortbread, and Zesta Crackers, among others.

Godfrey Keebler opened a bakery in Philadelphia, Pennsylvania in 1853. In 1927, this bakery and others formed the United Biscuit Company, which at one point was headquartered in West Drayton, Middlesex, England.

Keebler-Wyl 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. Little Brownie Bakers is the Keebler division still licensed to produce the cookies.

In March 2001, The Keebler Company was acquired by the Kellogg Company. At that time, headquarters were based in Elmhurst, Illinois.

The animated Keebler Elves, led by Ernie Keebler, rank among the most best-known characters from commercials. The elves have appeared in countless television advertisements throughout the years, shown baking their unique products. The Keebler tree logo reflects this characterization.

Burnett’s company created the elves in 1968, calling the bakery “The Hollow Tree Factory.”

J.J. Keebler was the “blustery” original head elf in 1960, followed by “wisecracking” golf enthusiast Ollie. Ernie became “head elf” in 1968.

White-haired Ernie wore a green jacket, a white shirt with a yellow tie, a red vest, and yellow socks.

Other elves were Fryer Tuck (who promoted “Munch-ems”), Zoot and J.J. (known for Pizzarias), 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), Elwood (who ran through the dough) and Professor, Edison, Larry and Art.