Company history. Little Brownie Bakers is the Keebler division still licensed to produce the cookies. Keebler was acquired by United Biscuits in 1974, headquartered in West Drayton, Middlesex, England. In 1995, United Biscuits sold Keebler to a partnership between Flowers Industries and Artal Luxembourg, a private equity firm.
Keebler had marketed its brands such as Cheez-It (which have the Sunshine Biscuits brand), Chips Deluxe, Club Crackers, E.L. Fudge Cookies, Famous Amos, Fudge Shoppe Cookies, Murray cookies, Austin, Plantation, Vienna Fingers, Town House Crackers, Wheatables, Sandie's Shortbread, Pizzarias Pizza Chips, Chachos and Zesta Crackers, among others.
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The cookie and cracker lines were separated when Kellogg's sold the cookie line and the rights of the Keebler name to Ferrero SpA. The cracker lines are now marketed under the Kellogg's or Sunshine names. The Keebler slogans are " Uncommonly Good " and "a little elfin magic goes a long way". Tom Shutter and Leo Burnett wrote the familiar jingle.