The Keebler Elves have a new boss. In a surprise move, Britain’s United Biscuits Holdings PLC forced out Thomas M. “Tom” Garvin, president and chief executive of its Elmhurst-based Keebler Co.

The Elves, as in Keebler, have backed down from a television pitch that claimed its Chips Deluxe contained more chocolate than Nabisco`s Chips Ahoy!. Nabisco Brands, which initiated litigation a month ...