Fresh 🍃

Uncle Tobys rebrands by bringing back a beloved icon

Uncle Tobys old logo
Uncle Tobys new logo

The Aussie brand that’s been around since 1893 gets a brand refresh.

“The new brand system celebrates what people love and remember about UNCLE TOBYS but has a more contemporary and unified story to appeal to current and new brand users.” according to Edison, the agency behind the project.

Established as Parsons Bros. in 1861, Uncle Toby’s is a food manufacturing company that was introduced in 1893. The brand specializes in oat products, specifically breakfast oats. Though the company, later on, moved to other markets such as cereals and ready-to-eat snacks. Uncle Toby’s was acquired by Goodman Field before being owned by Nestle in 2006. The main factory of the brand is currently located in Wahgunyah, Victoria.

Uncle Toby’s products are separated into three categories: Cereals, Oats, and Snacks. Its most popular products include Cheerios, Crunchola Bar (the company’s first muesli bar launched in 1976), Roll-Ups, and its wide range of rolled oat products. Among these rolled products are their Delicious Blends line of porridges and their Quick Sachets oatmeal line. Beyond oatmeal and cereals, Uncle Toby’s also released oat milk and protein snacks with their Oat Balls being their newest release.

The brand has also partnered with Royal Life Saving Australia to launch an initiative called ‘Swim My Way'. The program, launched in 2018, aimed to promote swimming as a physical activity to anyone regardless of their age.

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