Weis’ sweet deal with Unilever could kickstart global expansion

COULD Queensland’s home-grown Weis icecream bar be about to knock the Paddlepop lion off his throne?

The Weis ice cream bar, enjoyed by Mary Hecker above, could now be headed for a global market. Picture: Annette Dew

COULD Queensland’s home-grown Weis icecream bar be about to knock the Paddlepop lion off his throne?

Food giant Unilever yesterday said it was purchasing the 60-year-old Toowoomba company famous for the iconic fruit-based icecream bars for an undisclosed sum. Industry sources said the price tag could be as high as $50 million.

The multinational that also owns Ben & Jerry’s, Bushells and Paddlepop said Weis would continue to make icecream from its Toowoomba factory using the expertise of its 85 staff.

Weis was founded in 1957.

Unilever also vowed to give Weis a higher profile in supermarkets and convenience stores using its extensive global distribution network. Weis joins a long list of iconic Australian brands now in foreign hands including Arnotts, Golden Circle and Bushells.

Weis managing director Julie Weis was confident Unilever could make the company founded by her father Les in 1957 a global brand.

Ms Weis said the company had in recent years invested in new equipment to double capacity, opened up export markets and marketed new products.

“But it is hard work for a small company and the issue is how to take it to the next level,” she said.

Founder Les Weis pictured in the early 1990s.

“There is no reason why Weis cannot become a global brand under Unilever much like Paddlepop, which also was invented in Australia.”

Crucial to the deal was the guarantee Unilever would keep manufacturing in Toowoomba and keep local jobs, she said.

Unilever Australia and New Zealand chief executive Clive Stiff said the acquisition would bring Weis “the benefits of scale and strong market access”.

Ms Weis, who with her brother took over from Les Weis two decades ago, said she would step down as an executive in the business but would remain on in some ambassadorial role.

She cited Unilever’s ownership of the Ben & Jerry brand, where founders Jerry Greenfield and Ben Cohen were still involved in the business as brand advisors.

Ms Weis recalled the humble origins of the company, noting the original Weis bar started out as a home-grown recipe of her grandfather, using fruit salad and cream.

Les Weis, who owed a shop opposite the Empire Theatre in Neil St, Toowoomba, began selling the bars before branching out into home delivery and retail distribution.

The Weis deal follows a string of recent foreign acquisitions of Australian food brands.

Snack Brands Australia, which makes Thins, Kettle, Cheezels and Samboy, was sold to Philippines multinational Universal Robina for $600 million.

Philippine’s Monde Nissin acquired family-owned dip and cracker company Menora Foods for about $55 million in 2015 after buying Nudie Juices for about $80 million.