Hoffmann Family expands portfolio with Elmer Chocolate acquisition
Hoffmann Family of Companies has taken majority ownership of Elmer Chocolate, known for its Valentine’s hearts and Easter treats, with the Nelson family continuing to guide the company’s next chapter.
U.S.A. – Hoffmann Family of Companies (“HF Companies”), a family equity firm, has acquired Elmer Chocolate (“Elmer”), a global seasonal chocolatier and the largest manufacturer of small heart-shaped chocolate boxes in the United States.
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.
“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.
Elmer Chocolate, founded in 1855 by New Orleans pastry chef Christopher Henry Miller, evolved under Augustus Elmer’s family and later shifted focus to seasonal chocolates after Roy Nelson’s 1960s acquisition.
“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,” Hoffmann said.
By 1970, manufacturing was centralized in Ponchatoula, Louisiana, enabling national growth. A 2016 facility expansion to over 400,000 square feet cemented Elmer’s position as a leading, technologically advanced chocolate manufacturer.
Known for its Valentine’s Day chocolate hearts (over 40 million sold annually) and iconic Easter treats like Gold Brick Eggs and Heavenly Hash Eggs, Elmer remains a staple in American celebrations.
Elmer Chocolate President & CEO Rob Nelson said the company’s recent expansion marks a pivotal step in its growth strategy. He noted that broadening operations beyond seasonal confections will enable year-round customer engagement, while preserving the heritage and craftsmanship that have defined the brand for 170 years.
Nelson emphasized that the existing product line will remain unchanged, continuing to deliver the quality and flavor consumers expect.
“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.”
Hoffmann Family of Companies is a multi-vertical, family-owned private equity firm comprising over 120 global brands. It employs 17,000 employees across 30 countries and 400 locations worldwide. Hoffmann Family of Companies’ verticals include Agriculture, Aviation & Transportation, Financial & Professional Services, Hospitality & Entertainment, Manufacturing, Marine, Media & Marketing and Real Estate.
Michael Nelson added that the collaboration is expected to strengthen the team and support the company’s mission, assuring customers that Elmer’s staff will continue to work closely with them on upcoming opportunities.
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).
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