History
Weis Frozen Foods is a 2nd generation family ice cream company which started in Toowoomba, Queensland, Australia in 1957.
Prior to the company’s formation, the original Weis Bar was actually developed by Cyril Weis in the 1930s. Cyril owned a corner store in Toowoomba and, as was the custom of the time, made his own ice cream and confectionary (from well-guarded recipes). With the regional abundance of pineapple, banana and passionfruit farms it made perfect sense that an ice cream should be created based on the simple concept of fruit salad and cream. The “Fruito Bar” was an instant hit and well-known in the Darling Downs region by the time wartime rationing of cream, fruit and sugar unfortunately put an end to production.
30 years later, Cyril’s son Les (thanks to his brother Bob’s encouragement) decided to relaunch the Fruito Bar.
It was 1957 and Les, together with his wife Val sold the “Fruito Bar” from the Empire Theatre Café to movie-goers who would dash across the road for ice creams and other treats during intermission. The new "fruit sensation" was such a success, distribution was extended to his brother’s corner store and gradually expanded throughout Toowoomba.
By the early 1960s, the TV revolution was well under way. Les foresaw falling numbers in film-house patronage and sought out new distribution opportunities throughout Queensland for the Weis Fruito Bar and its new mate, the Mango and Cream Bar. As Weis' tropical treats were discovered by interstate holiday-makers, demand stretched outside Queensland borders and Weis was on the way to becoming a national ice cream brand.
Experimentation with other fruits led to new flavours being created and further distribution opportunities. With business flourishing, Les and Val decided to convert the corner store into the first Weis manufacturing plant.
In 1967, they constructed a new, purpose-built factory. With Les’s innovative input, local engineers were engaged to design and build a sophisticated freezer to create the unique “no stick” Weis fruit and ice cream Bars.
And after 48 years, the company is still Australian owned and now run by the 2nd generation of Weis family members. Over the years, the family have continued to develop new recipes for their unique fruit and ice cream products and Weis is Australia’s best-selling fruit and ice cream product.
But it's good to know that some things haven't changed. Les and Val remain active company board members and their philosophy of natural ingredients and home-grown recipes is still the way Weis do things - The Weis way.
Click here to head to our Through The Years page to find out more.