Sunshine Biscuits

Sunshine Biscuits, formerly known as The Loose-Wiles Biscuit Company, was an independent American baker of cookies, crackers, and cereals. The company, which became a brand on a few products such as Cheez-Its, was purchased by Keebler Company in 1996, which was purchased by Kellogg Company in 2001. Around then, Sunshine Biscuits was headquartered in Elmhurst, Illinois, where 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 and 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 33 midwest and western bakers combined to form the American Biscuit & Manufacturing Company. This was to compete with United States Baking Company, another Midwest 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 other's 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).

Joseph Loose was a member of Nabisco's Board of Directors, and in 1902, he, his brother Jacob Loose, and John H. Wiles, liquidated their holdings in National Biscuit Company and formed the Loose-Wiles Biscuit Company in Kansas City, Missouri. They envisioned a factory filled with sunlight and so they adopted the name Sunshine. Soon they began expanding and opened new plants in Boston and then New York City. In 1912 Loose-Wiles opened its "Thousand Window" bakery in the Long Island City neighborhood of New York City, which remained the largest bakery building in the world until 1955. The plant was closed in 1965 and the production was moved to Sayreville, New Jersey.

Loose-Wiles never registered its 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".

The 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 the Keebler Company in 1996.

## Sunshine Biscuits Hydrox Conundrum

In 1908, the cookie's creation was inspired by "purity and goodness", with a name derived from the hydrogen and oxygen elements within the water molecule. As the cookie was released, Oreo was almost at the finish line. Countless amounts of money was thrown into advertisements. Sunshine Biscuits throughout the years was getting more tired of selling cookies that would only be eaten by a few people. As decided by many, the company needed to go on from just selling Hydrox. And sold their company to Kellogg’s in later years.