Strategic Partnership Aims to Expand Elmer's Year-Round Offerings, Accelerate Growth
NEW ORLEANS (Aug. 5, 2025) – Hoffmann Family of Companies (“HF Companies”), a U.S.-based family equity firm with a long-term investment philosophy, has acquired Elmer Chocolate (“Elmer”), one of the nation's leading seasonal chocolatiers and the largest manufacturer of small heart-shaped chocolate boxes in the United States.
“We’re honored to partner with the Nelson family and build on Elmer Chocolate’s remarkable legacy,” said Geoff Hoffmann, Co-CEO of HF Companies. “Rob and Michael [Nelson] are exceptional leaders, and their commitment to quality and tradition aligns perfectly with our values. Elmer is a storied brand with tremendous potential, and we’re excited to help shape its next chapter of growth and innovation.”
Terms of the deal were not disclosed, but Elmer will continue under the leadership of third-generation family members Rob and Michael Nelson, who will retain partial ownership and remain actively involved in the company’s future and leadership.
“This partnership marks a pivotal milestone for Elmer Chocolate as we embark on an exciting new chapter of growth and innovation,” said Rob Nelson, President & CEO. “By expanding operations and broadening our portfolio beyond seasonal confections, we’re positioning the company for year-round customer engagement—while remaining true to the heritage and craftsmanship that have defined our brand for 170 years. Most importantly, our current product line will remain unchanged, continuing to deliver the quality and flavor our consumers know and love.”
“At Elmer, our culture has always been rooted in people—our employees, our customers, and our community,” said Michael Nelson, President & Chief Operating Officer. “That shared focus was a key driver in choosing a partner with a long-term vision and genuine respect for family-owned businesses. We’re confident this collaboration will empower our team and help us advance our mission in meaningful ways. To our loyal customers: your Elmer teams aren’t going anywhere—we’ll continue to work closely with you on the exciting opportunities ahead.”
Elmer Chocolate’s story began in 1855 with New Orleans pastry chef Christopher Henry Miller. The business later evolved into Elmer Candy Corporation when Miller’s son-in-law, Augustus Elmer, and his descendants joined the enterprise. In the 1960s, Roy Nelson acquired the company’s confectionery arm, steering it toward seasonal chocolates. By 1970, he and his son Allan had consolidated manufacturing in Ponchatoula, Louisiana—laying the groundwork for Elmer’s rise as a national confectionery leader.
In 2016, Elmer further solidified its market presence by expanding its production facility by 70,000 square feet, bringing the total footprint to more than 400,000 square feet. The expansion positioned Elmer Chocolate as the most technologically advanced assorted chocolate manufacturer and packer in the industry.
With a rich legacy and iconic product lineup, Elmer has become a staple in American celebrations. Elmer has earned national recognition for their Celebrate with Chocolate Valentine’s Day assorted chocolate hearts with more than 40 million sold annually across North America. Gold Brick Eggs and Heavenly Hash Eggs are the iconic Easter candy brands in the New Orleans market that have been present at Easter celebrations for over a century.
The deal team was led by Clayton Jones, EVP of Business Development and advised by Berger Cohen & Brandt (Legal) and FORVIS (Diligence). Elmer was advised by NextGen Capital Markets (M&A).
To learn more about Elmer Chocolate’s timeless treats and future innovations, visit www.elmerchocolate.com. For updates from Hoffmann Family of Companies, visit www.hfcompanies.com.
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About Hoffmann Family of Companies
Hoffmann Family of Companies is a multi-vertical, family-owned private equity firm consisting of over 120 global brands and employs 17,000 employees with businesses located in 30 countries and 400 locations around the world. Hoffmann Family of Companies’ verticals include Agriculture, Aviation & Transportation, Financial & Professional Services, Hospitality & Entertainment, Manufacturing, Marine, Media & Marketing and Real Estate. For more information, visit HFCompanies.com.
For More Information: Rachel Berkowitz | [email protected]