UNCLE TOBYS^® - BRAND HISTORY

In the early 1980s UNCLE TOBYS^® underwent a complete transformation from a niche porridge brand to an Australian Power Brand through new product development and an integrated sports marketing and sponsorship program.

UNCLE TOBYS^® aims to inspire Australians to reach their potential and plays an active part in supporting Australian Sporting Champions.

UNCLE TOBYS^® has supported the Australian Olympic Team since 1988.

UNCLE TOBYS^® is proud to support some of Australia's most inspiring athletes, namely Eamon Sullivan, Cate Campbell, Emily Seebohm, Grant Hackett and Jana Rawlinson.

UNCLE TOBYS^® has a long and vibrant history, having gone through several name, location and ownership changes to get it to where it is today.

The Timeline of the Brand
1861 - The Uncle Tobys company was orginally established as Parsons Bros. in Melbourne by Leonard and George Parson when they arrive in Australia from England in 1861 and commenced manufacturing John Bull Oats.

1893 - The UNCLE TOBYS Oats product was introduced to the market by Clifford Love and Co in Sydney and entered the home and hearts of Australian families.

1953 - Parsons Bros taken over by Associated Rural Industries (ARI).

1956 - Fairfield factory commissioned and producing John Bull and Parsons products.

1961 - ARI sold to General Foods of USA. General Foods USA merged with Cottees.

1975 - Inter City Mills (ICM) formed using Parsons and CE Clements products; Doug Shears leased and eventually bought Fairfield site and started the mill up again.

1976 - Clifford Love bought by Corn Products Company (CPC) International (USA) launched UNCLE TOBYS Crunchola Bar.

1983 - Doug Shears forms joint venture partnership with Clifford Love to form Best Foods.

1988 - Acquisition of Nabisco, White Wings and VITA BRITS Product Launch of LE SNAK, ROLL-UPS, Oatbran and Crunchy Oatbran.

1989 - The company was officially renamed as Uncle Tobys Company, and the stage was set for the birth of the brand we know and love today. Launch of Yoghurt Topps Muesli Bars.

1991 - Launch of Yoghurt Wrapps, Rice Crispies and Muesli Cornflakes; ROLL-UPS varieties extended.

1992 - Business acquired by Burns Philip. Launched Healthwise Cereal ranges.

2004 - Launched OT Bars, Rippas, Hi Topps Bars, Bites in Snacks.

2006 - Business acquired by Nestle Australia Ltd.

2007 - Launched Healthwise Yoghurts.

2008 - Launched BODYWISE bars into the snacks market.

For further information regarding UNCLE TOBYS^®, visit the UNCLE TOBYS^® Website.