Chocolate Treats at the Loose-Wiles Biscuit Company

Michael Bushnell
Publisher


In today’s market, a case could easily be made against Joseph Loose for collusion and the sharing of trade secrets when, as a Board Member of National Biscuit Company, he liquidated his shares in Nabisco, resigned from their board and started the Loose-Wiles Biscuit Company in Kansas City with his brother Jacob Loose and John H. Wiles in 1902.


Over the next decade, the company grew exponentially, opening factories in Boston and New York. In 1912, Loose-Wiles opened their “thousand window” bakery in the Long Island City community in New York. For over 50 years, it was the world’s largest baker until it was closed in 1965 when production was moved to New Jersey. In 1946, the company officially changed their name to Sunshine Biscuit after decades of legal battles trying to copyright the term and name.


This postcard is one of a series of 30 such postcards produced by the Loose-Wiles Biscuit Company to be used by salesmen calling on their customers in the field. Each card in the set shows a different area of the factory, including the hard candy room, the biscuit making floor, a section of the general office and, of course, the dipping of hand-made chocolates prior to delivery.


The back of the card has a line for the prospective client, the salesman’s name and a tentative date the salesman would be through their town. The back of the card shown was mailed by Robert Smith to Geo. Kenderswort of Lincoln, Kan.


Loose-Wiles products were named for similar products produced by their largest competitor, Nabisco.


For example, Nabisco’s first individually packaged cracker was named Uneeda, and Loose-Wile’s cracker was Takhoma.” Loose-Wiles made “Trumps Cookies.” Nabisco produced “Aces.” Sunshine Biscuit had “Animal Crackers” and “Toy Cookies.” Nabisco produced “Barnum’s Animals.”


In 1966 Sunshine Biscuit was sold to the American Tobacco Company who then flipped it to G.F. Industries. In 1996 it was merged with the Keebler Company which was later sold off to Kellogg’s. In April of 2019, Kellogg’s spun off Keebler to Nutella owner Ferrero. The plant at 801 Sunshine Road in the Fairfax District of Kansas City, Kan. still operates under Kellogg’s banner.

Want Northeast News articles sent straight to your inbox each week? Subscribe below!
Enter your email address and click on the Get Instant Access button.
We respect your privacy

3 responses to “Chocolate Treats at the Loose-Wiles Biscuit Company”

  1. […] In today’s market, a case could easily be made against Joseph Loose for collusion and the sharing of trade secrets when, as a Board Member of National Biscuit Company, he liquidated his shares in Nabisco, resigned from their board and started the Loose-Wiles Biscuit Company in Kansas City with his brother Jacob Loose and John… Chocolate Treats at the Loose-Wiles Biscuit Company – Northeast News […]

  2. […] In today’s market, a case could easily be made against Joseph Loose for collusion and the sharing of trade secrets when, as a Board Member of National Biscuit Company, he liquidated his shares in Nabisco, resigned from their board and started the Loose-Wiles Biscuit Company in Kansas City with his brother Jacob Loose and John… Chocolate Treats at the Loose-Wiles Biscuit Company – Northeast News […]

  3. […] In today’s market, a case could easily be made against Joseph Loose for collusion and the sharing of trade secrets when, as a Board Member of National Biscuit Company, he liquidated his shares in Nabisco, resigned from their board and started the Loose-Wiles Biscuit Company in Kansas City with his brother Jacob Loose and John… Chocolate Treats at the Loose-Wiles Biscuit Company – Northeast News […]

  • Remember this? Bathroom radios

    22 hours ago
    by

    Dorri Partain Contributor It’s a radio – it’s a toilet paper holder – it’s both! Combining two practical items into […]


    Flying High in Kansas City

    23 hours ago
    by

    Michael Bushnell Publisher This week, in theme with our Remember This column on a novelty transistor radio, we’re featuring another […]


    Faultless Starch Reading Library

    January 13th, 2021
    by

    Michael Bushnell Publisher This week’s postcard is a bit of a departure from the penny postcard we normally profile in […]


    Remember this? Trading stamps

    January 13th, 2021
    by

    Dorri Partain Contributor Lick ’em, stick ’em, save ’em and trade ’em for quality merchandise – it was like getting […]


    Remember This: Desk calendars

    January 6th, 2021
    by

    Dorri Partain Contributor Though the style may change, perpetual calendars never go completely out-of-date. Often designed for desk-top display, early […]


    New year, new calendar

    January 6th, 2021
    by

    Michael Bushnell Publisher This week we continue our novelty postcard series with a couple of postcards that follow our “Remember […]


    Remember this? Structo Trucks

    December 30th, 2020
    by

    Dorri Partain Contributor Sturdy trucks for rough and tumble boys – and maybe girls too, when brother wasn’t around – […]


    Come to Kansas City soon

    December 30th, 2020
    by

    Michael Bushnell Publisher Given the year we’ve had, this postcard seems fitting to close out 2020. “If you don’t soon […]


  • Downtown Christmas decorations live on

    December 23rd, 2020
    by

    Michael Bushnell Publisher This week we feature a Chrome-style postcard showing Kansas City’s downtown shopping district decorated for Christmas. The […]


    Remember This? Raggedy Ann and Andy

    December 23rd, 2020
    by

    Dorri Partain Contributor Out of the attic and into our hearts, Raggedy Ann and her brother Andy have been having […]


    Escape from The Rock

    December 16th, 2020
    by

    Michael Bushnell Publisher On December 16, 1937, one of the densest fogs to ever occur in San Francisco blanketed the […]


    Remember This? Shape-O

    December 16th, 2020
    by

    Dorri Partain Contributor The sales ladies that displayed plasticwares to homemakers during in-home parties had a new product to share […]


    The Oscar Mayer Wienermobile

    December 9th, 2020
    by

    Michael Bushnell Publisher This week we’re taking a nostalgic look back at the Oscar Mayer Wienermobile, that cool piece of […]


    Remember This? Hazelle Puppets

    December 9th, 2020
    by

    Dorri Partain Contributor Once upon a time, children’s toy boxes contained charming puppets made right here in Kansas City, and […]


    Sears, Roebuck & Co.

    December 2nd, 2020
    by

    Michael Bushnell Publisher Just in time or the holidays, we bring you this postcard of the iconic Sears Distribution Center […]


    Remember This? Rubber toys

    December 2nd, 2020
    by

    Dorri Partain Contributor The development of children’s toys followed the development of new vehicles. Once the gas-powered farm tractor was […]


  • Northeast Newscast


  • Faces Of Northeast


  • Postcard


  • Remember This?


  • retorts illustrated by bryan stalder


  • Want articles sent directly to your inbox each week? Subscribe below!
    We respect your privacy and will not distribute your information.