The History Of Toms International

From Wikipedia, the free encyclopedia

Toms International



Privately held company

Industry               Confectionery production

Founded              1924

Founder               Hans Trojel

Victor Hans Meyer

Headquarters    Baller, Denmark

Area served


Key people

Jesper Møller (CEO), (Chairman)

Products              s, liquorice and sugar confectionery

Revenue              DKK 1.64 billion (2012)[1]

Net income

DKK 51.1 (2012)[1]

Subsidiaries        Anthon Berg


Toms International produces , liquorice and sugar confectionery in Denmark, Sweden and the United Kingdom. "Toms employs 1,200 - 1,700 employees depending on season and annually produces 50,000 tons of  and sugar confectionery."


Contents  []

1              History

2              Brands

2.1          Galle & Jessen

3              Ownership

4              References

5              External links


Founded in 1924 as Tom Chokoladefabrik A/S by Copenhagen chemists Hans Trojel, Mathias Maagaard and V.H. Meyer, the company is now a world-renowned  producer. Originally the  was a side item for sale in the chemists' retail shop on Vesterbrogade in Copenhagen, the founders launching their own products on Prags Boulevard between 1925 and 1929. The company was taken over by Victor B. Strand in 1942, who shortly acquired (1954–1956) the  company Anthon Berg. In 1961, a new factory was designed by the famous Danish modernist architect Arne Jacobsen and consisted of a 22,000 m² factory hall and a 3,000 m² administration building on a site measuring 220,000 m².


Around the time of the factory's completion in 1962, Toms acquired A/S J. Høeghs Lakrids og Sukkervarefabrikker, which shortly was renamed Pingvin Lakrids. Toms' final acquisition was that of A/S Galle & Jessen, in 1971.


In 2011, Toms acquired German company Hanseatische Chocolade GmbH.[1]



Anthon Berg

Bogø Chokolade

Holly Bar

Yankie Bar


Galle & Jessen[]


Galle & Jessen


The company is fully owned by Gerda og Victor B. Strands Fond.[2]



^   to: a b c "PRESSEMEDDELELSE - Fortsat fremgang i Toms Grpen A/S trods vanskeligt hjemmemarked" (in Danish). Toms. Retrieved 2013-12-18.

  ^ "Årsrapport 2010" (PDF) (in Danish). Toms Grpen. Retrieved 2013-13-18. Check date values in: |access-date= (help)

External links[] (in Danish)

Stub icon            

This food and/or confectionery corporation or company-related article is a stub. You can help Wikipedia by expanding it.

Categories: Brand name  companiesFood manufacturers of DenmarkManufacturing companies based in CopenhagenDanish company stubsConfectionery companiesPurveyors to the Court of DenmarkCompanies established in 19241924 establishments in DenmarkDanish brandsMultinational companies headquartered in DenmarkCompanies based in Baller MunicipalityFood company stubs


Anthon Berg was a famous Danish chocolatier and the name of a corporate division within Toms International.

Anthon was originally a Copenhagen green grocer and later with his son, Gustav Anthon, created a premium  line with a loyal customer base composed of the per middle class and per class of Danish society. The company was founded in 1884. “For half a century, Anthon Berg has borne the distinguished title ‘Purveyors to the Royal Danish Court.’”. The company has an estimated market cap of around $600 million. Today majority owned by the Anthon family and managed by Toms International.


Yankie Bar


The Yankie Bar is a popular  bar in Denmark. This caramel, nougat, and milk  bar is a product of the Toms  company.



Just after the Second World War, the Danish  producer, Toms, were contacted by the United States high command in Germany, which commissioned Toms to produce a  bar for the American troops in Germany to avoid transporting such products across the Atlantic. In return, the U.S. would sply Toms with the required amount of cocoa beans.


The Yankie Bar is very similar to the European version of the Mars Bar, and both the American troops and the Danish youth found it very tasty. Ten years later, in 1956, Toms launched the Holly bar, similar to the Yankie bar, but with hazelnuts.




Toms history


Toms has deep roots in the Danish culture as those providing the Danish population's favorite  and -slik. Here is the story of proud craftsmanship, diligence and foresight.




Trojel and Meyer = empty

Pharmacies His Trojel and Victor. H. Meyer expand their business with the sale of .

In 1925 they start producing their own products at Prags Boulevard on Amager.

They struggle to get their products on the shelves of drugstores and in confectionery trade, but must initially settle for bakeries and ice-cream industry. A 's' added the name to avoid the unfortunate wording 'Tom' in their  machines.




Gold Ingot cast

Cocoa price is towering in the inter-war years, and the agent with Fr. Abrahamsen, in charge of procurement of raw materials in Toms says that just as well could casting products of pure gold. It gives the idea for the name Gold Barre and one launches the first two flavors: cream, and bitter.




Victor B. Strand buying Toms


When Victor H. Meyer dies, sold the company to Victor B. Strand, owner of Tørsleff.


During the war raw materials shortage, he uses the time to modernize the machines, so you are ready when it is again possible to produce. And it will be the start of a new era in Toms history.




Yankee Bar


Through an export order for the US forces in Germany achieves Toms allocation of cocoa beans. Yankee bar being created for the purpose and named after the American soldiers,






The turtle or Pildskadden?


A rumor says that Tom's Turtle is based on a drawing by William Hansen, who drew Rasmus Klump and had originally intended a turtle starring. The figure ends  as the sporting role Pildskadden, and on the packaging of Toms turtle.

Another theory is that the big newspaper news of the discovery of a giant sea turtle on the West Coast, is the background to the creamy animals.

Whatever the origin trying Toms with turtle, creating a competitor to Galle & Jessen then very popular Cremefrø.

The turtle is also one of the oldest examples of product placement on TV in Denmark, when Poul Reichard merrily munching on a bag of them in the film 'The Red Horse'.




The crowning


When the war ends takes Toms quickly lead of  production in Denmark with a ready-made range produced at the now modernized factory. And in 1954 will be Tom additional quality stamp being 'Splier to the Royal Danish Court'.




Anthon Berg


Victor B. Strand buyer Anthon Berg, a brand that is known for generosity, quality and distribution of large amounts of samples to customers. Today we say: 'Anthon Berg - you can never be too generous'.




Arne Jacobsen draws a new factory


Victor B. Strand need more space for his grand gestures. This results in a new ultramodern factory in Baller designed by architect icon Arne Jacobsen.


The factory will be a first-class factory with Arne Jacobsen furniture in offices and modernist tight lines of Directors time to production hall.




Penguin Licorice comes to ...


Toms buy Høgh licorice and rename it to Penguin Licorice. Origin of the name is said to come from the icon product Amager Tang, which has color similarities with a penguin when it is cut.

Another myth is that Penguin name and logo is a friendly comment from advertising cartoonist Henrik Hansen Viktor B. Strands always fine attire, which often involved jaquet - in the vernacular 'penguin suit'.




... and Galle & Jessen


Toms buy Galle & Jessen and thus also the profitable Cremefrø.


Most sale of products bought time during Tom's mark, but some are so strong brands that they not be changed. Today, Toms still Ga-Jol, Galle & Jessen laying on  and Spunk. Galle & Jessen is from 1872 and thus the oldest part of Tom's story.


... 80


There are dog farts and Seagull droppings on the menu when Toms acquires the popular BonBon mark. Part of the fun candies are still sold in Denmark, Norway and Finland.




At Toms mastered one more than the market is ready for in the current brands. So Anthon Berg is a sophisticated little brother, A XOCO, a Danish  gastronomy at its best. The delicate chokoladedragéer made of the finest grade cocoa beans from the Amazon.




Nellie Dellies


Under the name Nellie Dellies develops Toms licorice and jelly, which is almost too good to be true. It is sweets which is sweetened with a sweetener from the stevia plant and filled with fibers. Later added to  bars and marzipan bread to the range.




Toms Extra


A world first is introduced:  are particularly taste developed on wooden trays in Ghana's rainforest.


The method we have developed together with skilled cocoa and agriculture experts. We call it 'Tray 10 Tray fermentation'.


The result can be bought as  plates Toms Extra -  that is extra rich in flavor.


The luxury  brands Feodora and Hachez is the German answer to Anthon Berg. They have respectively pleased discerning palates since 1910 and 1890. With their solid success they fit well into the range of Toms and purchased as separate brands.


Remember cosiness


Toms  and  is the quintessential Danishness and cozy evening at home in the living rooms.


In Tom's new brand universe 'Remember cosiness', we take the special Danish humor in your hand and play with the tension between fun and creepy.




Gold Barre race


Toms-sponsors 'Gold bar race', a speedway, which is being held from 1959-2000 - the last 25 years in Vojens. The prize to be won three times to be property, is a genuine gold ingot.




The family Tomsen


The crazy family Tomsen has taken Danish population's living rooms and enjoy themselves on television in six years. In 2002 winner Tom's one Zulu Award for commercials, which brings together many of Toms products under one roof in the advertising universe.








We look forward


Hyggen never goes out of fashion, and Tom, we intend to continue to be the ones that deliver Danish population's favorite  and -slik for cozy moments.


This page was last modified on 13 May 2015, at 07:32.

Text is available under the Creative Commons Attribution-ShareAlike License; additional terms may apply. By using this site, you agree to the Terms of Use and Privacy Policy. Wikipedia® is a registered trademark of the Wikimedia Foundation, Inc., a non-profit organization.