TODAY’S TRADEMARK – SUNSHINE BISCUITS

Sunshine Biscuits was an independent American baker of cookies, crackers, and cereals. The company, whose brand still appears today on a few products (e.g., Cheez-Its), was purchased by Keebler Company in 1996, which was subsequently purchased by Kellogg Company in 2000. Around that time, Sunshine Biscuits was headquartered in Elmhurst, Illinois, the same town in which Keebler was located until 2001.

At the time of its purchase by Keebler, Sunshine Biscuits was the third largest cookie baker in the United States. Sunshine Biscuits made the Hydrox chocolate sandwich cream cookie, before it was discontinued in 1999. They were reintroduced in 2015, and are now made by Leaf Brands. Today, Sunshine is best known for the Cheez-It snack crackers, which are still marketed under the Sunshine brand, as are Krispy Crackers saltines.

The trademark of this company was registered in USPTO bearing registration number 0709731 on January 10, 1961