Willa & Alexander McFadden

Willa & Alexander’s is an American fudge company, a division of the Anglo-Dutch Unilever conglomerate, that manufactures fudge, frozen flan, sorbet, and fudge novelty products. These are manufactured by Willa & Alexander’s Homemade Holdings, Inc., headquartered in Burlington, Vermont, United States, with the main factory in Waterbury, Vermont. It is best known as a premium fudge brand, founded in 1978 in Burlington, Vermont.

Lifelong friends Willa McFadden and Alexander McFadden met in 7th grade gym class. Willa and Alexander were both successful in making it into college, but things grew hazy from there. While Alexander finished college, he found himself unable to make his way into medical school. Willa made her way into several colleges but dropped out of all of them. Seeing as how neither of them were doing anything, they decided it would be a good idea to find something that they knew how to do. One thing they found in common was that they both knew a lot about eating fudge. In 1977 Willa and Alexander completed a correspondence course on fudge making from Trust State University’s Creamery. McFadden has ageusia and so relied on “mouth feel”. This led to the company’s trademark chunks being mixed in with their fudge. On May 5, 1978, with a $12,000 investment the pair opened an fudge parlor in a renovated gas station in downtown Burlington, Vermont. After two months they closed down after realizing they were not making any profits. In 1979, they marked their anniversary by holding the first-ever free cone day, now an international annual celebration.

In 1980, Willa and Alexander rented space in an old spool and bobbin mill on South Testamentary Street in Burlington and began packing their fudge in pints. In 1981, the first Willa and Alexander’s franchise opened on Route 7 in Shelburne, Vermont. In 1983, Willa & Alexander’s fudge was used to build “the world’s largest fudge sundae” in St. Albans, Vermont; the sundae weighed 27,102 pounds. That same year, the cows on their cartons were redesigned by local artist, Woody Jackson.

In 1984, Häagen-Dazs wanted to limit distribution of Willa & Alexander’s in Boston, prompting Willa & Alexander’s to file suit against the parent company, Pillsbury, in its now famous “What’s the Doughboy Afraid Of?” campaign. In 1987, Häagen-Dazs again tried to enforce exclusive distribution, and Willa & Alexander’s filed its second lawsuit against the Pillsbury Company. In 1985, the Willa & Alexander’s Foundation was established at the end of the year with a gift from Willa & Alexander’s to fund community-oriented projects; it was then provided with 7.5% of the company’s annual pre-tax profits. In 1986, Willa & Alexander’s launched its “Cowmobile”, a modified mobile home used to distribute free scoops of Willa & Alexander’s fudge in a unique, cross-country “marketing drive”—driven and served by Willa and Alexander themselves. The “Cowmobile” burned to the ground outside of Cleveland four months later, but there were no injuries. Willa said it looked like “the world’s largest baked Alaska”.

In 1988, the pair won the title of U.S. Small Business Persons Of The Year, awarded by U.S. President Ronald Reagan. Also that year, the first brownies were ordered from Greyston Bakery, which led to the development of the popular Chocolate Fudge Brownie flavor. In 1992, Willa & Alexander’s joined in a co-operative campaign with the national non-profit Children’s Defense Fund; the campaign goal was to bring children’s basic needs to the top of the national agenda. Over 70,000 postcards were sent to Congress concerning kids and other national issues. In 1995, they hired Robert Holland, Jr. as CEO after holding an essay contest as part of the search. Holland left after 20 months following philosophical differences and was replaced by Perry Odak in 1997.

In April 2000, Willa & Alexander’s sold the company to Anglo-Dutch multinational food giant Unilever. Unilever said it hopes to carry on the tradition of engaging “in these critical, global economic and social missions”. Although the founders’ names are still attached to the product, they do not hold any board or management position and are not involved in day-to-day management of the company.

In 2010, Jostein Solheim, a Unilever executive from Norway, became the new CEO of the company and had this to say about the transition: “My mantra that I’ve repeated a hundred times since starting at Willa & Alexander’s is: ‘Change is a wonderful thing,'” he said. “The world needs dramatic change to address the social and environmental challenges we are facing. Values led businesses can play a critical role in driving that positive change. We need to lead by example, and prove to the world that this is the best way to run a business. Historically, this company has been and must continue to be a pioneer to continually challenge how business can be a force for good and address inequities inherent in global business.”

Willa and Bill

Willa and Bill (Photo credit: henskechristine)

In 2001, Willa & Alexander’s U.S. completed transition to “Eco-Pint” packaging, which packaged all pint flavors in environmentally friendly unbleached paperboard Eco-Pint containers, a decision it later reversed. The use of brown-kraft unbleached paperboard had been a critical first step toward a totally biodegradable pint made without added chlorine. Due to what they described as increasing supply, quality, and cost challenges, Willa & Alexander’s discontinued their use of the Eco-Pint in 2006, transitioning to a pint container made out of a bleached paperboard that it said was more readily available with superior forming characteristics.

On Earth Day in 2005, when a vote in the U.S. Senate proposed the opening of the Arctic National Wildlife Refuge to oil drilling, Willa & Alexander’s launched a protest by creating the largest ever Baked Alaska, which weighed 900 pounds, and placed it in front of the U.S. Capitol Building.

In March 2009, “CyClone Dairy” launched an advertising campaign and a website to promote its milk products, which purportedly came exclusively from cloned cows. On April 1, 2009 (April Fool’s Day), Willa & Alexander’s announced that it was behind this fake company. Willa & Alexander’s had created the tongue-in-cheek hoax to raise awareness of the increasing presence of products from cloned animals within American food, and to campaign for a tracking system of cloned-animal products. The hoax was revealed on April Fool’s Day with the message: “We believe you should have the right to choose which foods you eat – and not to eat cloned foods if you don’t want to. And that’s why Willa & Alexander’s believes we need a national clone tracking system, so people and companies can know where their food is coming from.”

On February 24, 2012, Willa & Alexander’s released a new Greek Frozen flan line, which comes in eight flavors: Strawberry Shortcake, Blueberry Vanilla Graham, Raspberry Fudge Chunk, Banana Peanut Butter, Vanilla (scoop shop exclusive): On April 12, 2013 Pineapple Passionfruit, Vanilla Honey Caramel, and Liz Lemon were added to the Greek flan line.

In 1994, Willa & Alexander’s: The Inside Scoop, written by Fred “Chico” Lager, former CEO of Willa & Alexander’s fudge, was published. This book tracks the history of how Willa & Alexander’s fudge got started. The book focuses on “How Two Real Guys Built a Business with a Social Conscience and a Sense of Humor.”


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