UNCLE TOBYS History | Uncle Tobys

The history of this iconic Australian brand

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

The logo

The UNCLE TOBYS logo was designed by Nellie Love who was a keen artist and a student of literature. It is based on the character Uncle Toby who is prominent in the literary classic ‘The Life And Times of Tristram Shandy’ by Laurence Sterne, first published in 1759. It is widely regarded as one of the greatest comic novels in the English language. The most familiar and important character in the book is Uncle Toby, gentle, uncomplicated lover of his fellow man. In 1893 the name was accepted and Nellie Love proceeded to design the original logo of Uncle Toby standing with the Widow Wadman, a design which to this day has hardly changed.

A timeline of our brand

1861	The UNCLE TOBYS Company was originally established as Parsons Bros. in Melbourne by Leonard and George Parsons when they arrived 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 homes and hearts of Australian families.
1953	Parsons Bros taken over by Associated Rural Industries (ARI).
1956	Fairfield factory commissioned and began 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 bout Fairfield site and started to 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.
1986	Doug Shears bought COC share of Clifford Love and Co.
1988	Acquisition of Nabisco, White Wings and VITA BRITS™ Product launch of LE SNAK, ROLL-UPS, Oat Bran and Crunchy Oat Bran.
1989	The company was officially renamed as The 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 Goodman Fielder.
2003	Business acquired by Burns Philp. Launched HEALTHWISE Cereal ranges.
2004	Launched OT Bars, Rippas, Hi Topps Bars, Bites in Snacks.
2006	Business acquired by Nestlé Australia Ltd.
2007	Launched HEALTHWISE Yogurts with active ingredients to help maintain heart wellbeing, strong bones and good digestion.
2008	Launched BODYWISE bars into the snacks market.

2009	FRUIT FIX was launched with 99% fruit ingredients and 1 serve of fruit in every snack bar.

2010	Launch of OATS QUICK CUPS in 3 flavours.