Nurtured by two generations of the Weis family, our company has been surprising and delighting Australia’s tastebuds for over half a century. That’s a proud inheritance.
As we craft the finest Bars, Ice Creams, Desserts, Frozen Yoghurts and Sorbets, our goal is always real taste, real quality and real goodness. We source the best fruit and other real ingredients. We follow our own tested and perfected recipes, subtly blending flavours to achieve the most delicious result. That’s the Weis Way.
It’s the same when we choose our people. Our Research and Development staff, for example, are selected as much for their highly sensitive and discerning tastebuds as their technical experience.
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Fruit and cream are soulmates. Put them together with delicious natural ingredients, and you’ve got heaven in a Weis Bar.
Weis Frozen Foods is a proud second-generation Australian company which started in Toowoomba, Queensland, in 1957. The original Weis Bar was actually developed by Cyril Weis in the 1930s, prior to the company’s formation. Cyril owned a corner store in Toowoomba and made his own ice cream and confectionery from well-guarded recipes, following the custom of the time. Creating an ice cream based on fruit salad and cream made perfect sense to Cyril, surrounded by the regional abundance of produce from pineapple, banana and passionfruit farms. The Fruito Bar was an instant hit and well-loved in the Darling Downs region before wartime rationing of cream, fruit and sugar unfortunately put an end to production.
In 1957, Cyril’s son Les, with his brother Bob’s encouragement, decided to relaunch the Fruito Bar. Les and his wife Val sold the Fruito Bar from the Empire Theatre Café to movie-goers who would dash across the road at intermission for ice creams and other treats. The new ‘fruit sensation’ was such a success that distribution was extended to his brother’s corner store and gradually expanded throughout Toowoomba.
By the early 1960s, the TV revolution was well underway. 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 holidaymakers, demand stretched outside Queensland’s borders and Weis was on the way to becoming a national ice cream brand.
Experimentation with other fruits led to new flavour creations and further distribution opportunities. Business flourished, so 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.
After all these years, the company is still Australian owned and now run by the second generation of Weis family members. Over the years, they have continued to develop unique new recipes and Weis is Australia’s best-selling fruit and ice cream product.
Les and Val Weis remain active company board members and their philosophy of natural ingredients and home-grown recipes is still The Weis Way to do things.