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Sunrise was founded by a young Julius Lighton and his son-in-law, Walter Eger. Initially, the two bought out Jupp & Sons, a small confectionery business in Abbotsford, Melbourne. Two years later, another of Julius Lighton's sons-in-law, Rudi Moser, joined him, and in 1949, they acquired a second small confectionery company, E. & H. Ihles, in another Melbourne suburb, Camberwell.
In 1951, these companies were merged into Sunrise.
Three years later, after the phenomenal success of his confectionery companies, Sunrise purchased a larger factory in Greville Street, Prahran, Melbourne, to consolidate production.
Over the years, Sunrise Confectioners produced a multitude of confectionery. Including jersey caramel, yummy things and chocolate bullets, boiled confectionery such as acid drops, bullseyes and barley sugar, toasted marshmallows, hundreds & thousands (Sunrise introduced the blue hundreds & thousands first), and traditional jellies such as aniseed rings, fruit rings and soft fruit jubes.
In the 1960s, Rudi Moser was joined by two of Walter Eger's sons, Michael and Andrew Eger. Over the next twenty years the trio strengthened the company, firmly establishing its place in the Australian market, and the overseas market, in particular England.
Rudi Moser's son-in-law, Ken Klooger, joined the company in 1987.
In 1991, the jelly production was relocated to larger premises at Notting Hill, in Melbourne's south-east.
In 1992, inspired by trends in the European market, Sunrise founded The Natural Confectionery Co. as an umbrella brand for their new line of products using no artificial colours and no artificial flavours. It began as a small range named Binka's, consisting of 3 products aimed at a niche market, but evolved in response to considerable demand. In June 1997, the emphasis shifted from Binka's to The Natural Confectionery Co. Due to successful advertising and marketing campaigns, increased distribution and a growing range of products, sales grew dramatically.
By 2003, The Natural Confectionery Co. product range consisted of 18 products, including sweet, sour and soft jubes. The Natural Confectionery Company's jellies had become the most popular jelly product on Australian supermarket shelves.
In April 2003 The Natural Confectionery Company was bought out by Cadbury Schweppes group of companies. The company has also diversified into beverages.
In 2008 Cadbury Schweppes introduced products under "The Natural Confectionery Company" brand in the United Kingdom and used advertisements that gave the sweets voices and often surreal catchphrases such as "Bring on the trumpets!" voiced by British actors Matt Berry and Rupert Degas.
Today, some products made by The Natural Confectionery Company are imported from countries Outside of Australia. Such as "Smoothie Chews" that are manufactured in Thailand. However the package label places this fact in small font while the Australian office address is in bold writing.