The History of Toms
The pharmacists Hans Trojel and Victor H. Meyer founded ToM (Toms) in 1924. When they decided to expand their business with manufacturing chocolate. In the beginning they struggled to get their products sold to merchants and confectionery shops and had to start out with bakeries and ice cream shops. The reason for this was that the name ToM means, “empty” in the Danish language. It was therefore not a perfect match for their candy vending machinces. They then added the “S” in the end of ToM and the brand Toms was born. In the years between the First World War and the Second World War cacao prices skyrocketed. A Toms ingredients purchasing agent in 1932 jokingly said that they might as well make their products of pure gold because of prices of cacao. This gave the idea for Toms famous candy bar – Guld Barre – Gold Bar.
Growth & Acquisitions
When the founder Victor H. Meyer passes away the company is sold to founder of Tørsleffs Victor B. Strand. Victor used the time during World War 2 to modernize the factory’s machinery and prepare for the years after the war. This was the groundwork for the Golden Years of Toms. In early 1940’s after the war ended Toms was given an export order by the US military in Germany. The Yankie Bar was born and immediately became a favorite with US soldiers and the Danes a like. Also in the 1940’s another famous and consumer favorite was invented – Skildpadden, which is a delicious chocolate candy with crème filling. After the war Toms grew in popularity and quickly became the largest manufacture of chocolates in Denmark. In 1954 Toms got awarded the “Supplier to the Royal Danish Court” recognition. They now supply the Danish Royal Court with candy. In the years to come Victor B. Strand and Toms continued to grow and started expanding with purchasing its competitors such as Anthon Berg, Høeghs Licorice and renames it Pingvin Licorice, Galle & Jessen, BonBon, Spunk and Ga-Jol. They kept acquiring companies throughout the 1980’s and 90’s but also outside the Danish borders such as the English companies Taveners, Parrs and Swedish Webes. But Toms does not only acquire other companies they also develop new exciting concepts themselves such as the brand Nellie Dellies Licorice, which are sugar free licorice sweetened with the stevia plant.
Sustainability
Toms Group believes that their ability to operate and develop the Toms Group responsibly and sustainably with respect for both people and the environment is crucial to their continued growth and success. As the Danish market leader in the confectionery industry, Toms group have more than 1,200 employees, 2,500 suppliers and customers and consumers in more than 100 countries. Toms also work together with more than 5,000 cocoa farmers. With this amount of outreach comes a responsibility to run their business in a responsible manner. For the Toms Group, this means that they do not only take responsibility for continuing to develop their long history built on proud craftsmanship and good quality. Toms also take responsibility for constantly working for accountability and sustainability throughout their value chain. In 2017 Toms Group renewed their strategy for sustainability and responsibility. It resulted in a more holistic and business driven strategy, which is built up with their supply chain. The strategy is meant to support sustainability, responsibility, operations and development in Toms Group and their value chain. The strategy can be divided up in 3 main levels; their purchases, their manufacturing and their consumers.
The products of Toms
Toms has large selection of Danish candy favorites some more famous than others. The candy Gold Bar is today one of Toms most famous and most sold candy items. The Gold Bar comes in several flavor variants such as Milk Chocolate, Dark Chocolate, Caramel Crunch, with Hazelnut and Orange Crunch to name a few. Another favorite is Toms Yankie Bar, which also comes in different flavor variants such as Toms Yankie Licorice, Toms Yankie Almond but Toms also have a nougat version named Holly Bar. Not forgetting another favorite and true classic for any gathering of friends, family or celebrations Toms Skildpadde and delicious chocolate candy with a creamy inside. At NORDIC EXPAT SHOP you can shop all the favorite Danish candy brands from Toms. Shop online with quick worldwide delivery straight to your doorstep!
