Toms was founded in 1924 by two business partners, Trojel and Meyer. Their first product was pastilles in an elegant box. Victor B. Strand bought Toms in the 40's and made the company blossom after WW II. The success was driven by popular sellers, such as the Gold Bar (Guld Barre), chocolate turtles (Toms Kæmpe Skildpadde) and Yankie Bar. By the 1970’s they were one of the most widely recognised confectionery producers in Denmark.