Keebler: "Made with a little bit of magic" — the Forest Elves' cookies since 1853!

In a hollow tree somewhere in an enchanted forest, Ernie Keebler and his elves bake the best cookies in the world. This story, born in 1960s American ads, became one of the most endearing brand mythologies in the entire American food industry. But behind the elves is a real story: since 1853, Keebler has been one of the oldest and best-loved American bakeries, now part of Ferrero SpA since 2019. My American Market imports them straight for you!

From Philadelphia to the hollow tree — 170 years of American cookies

The Keebler story begins in 1853 in Philadelphia, Pennsylvania, with Godfrey Keebler opening a local bakery. For nearly a century, Keebler stayed a respected regional bakery, producing quality cookies and crackers. The real explosion came in the 1960s with the "Hollow Tree" advertising campaign — a hollow tree in the forest where magic elves (Ernie, Buckets, Elwood, Fast Eddie...) bake cookies "with a little bit of magic." The campaign was an absolute triumph and pushed Keebler to national status.

In 2001, Keebler was bought by Kellogg's for 4.56 billion dollars. In 2019, Ferrero SpA — the Italian family behind Nutella, Ferrero Rocher and Tic Tac — acquired Keebler and part of the Kellogg's cookie brands. Under Ferrero, the Keebler range keeps growing with new collaborations and innovations while keeping the authenticity of the original recipe.

The Keebler range at MYAM

The Keebler Chips Deluxe Bite Size M&M's Minis — the dream collab! These bite-size butter shortbread cookies with chocolate chips include real M&M's Minis in the dough — little chocolate M&M's that melt during baking and create colorful pockets of chocolate in every cookie. Two formats available: 85g and 45g.

The Keebler Fudge Stripes Minis — the American classic in mini version! Fudge Stripes are Keebler's signature cookies: a crunchy round shortbread topped with chocolate fudge stripes and entirely coated in fudge underneath. A perfect balance of crunch, buttery shortbread and intense chocolate. In Mini version (56g and 85g), the proportions are adjusted for an even more generous fudge-to-shortbread ratio!

The Keebler Graham Ready Crust — the must-have of American baking! This pre-baked graham cracker pie crust is the base of all American pies: Key Lime Pie, New York Cheesecake, S'mores Pie, Chocolate Cream Pie... The Graham Ready Crust is baked, golden and ready to use — just pour in your filling. A considerable time-saver for authentic American desserts!

The Keebler range goes well beyond — Sandies (pecan shortbread), E.L. Fudge (double-chocolate elf-shaped sandwich cookies), Vienna Fingers (vanilla cream cookies), Animal Crackers, Soft Batch (soft cookies), Town House (savory crackers), and limited Harry Potter and Beetlejuice collabs...

Where to buy Keebler in Europe?

Keebler is impossible to find in regular European stores. My American Market, the hunter of American pop food, imports them straight to you. Express delivery!

Into American cookies? Check out Cheez-It, Chips Deluxe and M&M's in our shop too!

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