Hydrox cookies come back


Feverish cookie fans have convinced Kellogg's to bring back Hydrox, the older and better version of the Oreo. At least for a little while. Responding to online petitions and 1,300 phone calls, Kellogg's is releasing a limited Hydrox 100th anniversary in late August or September .

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Hydrox cookies were one of the classic victims of conglomeration. As Paul Lukas described in this Fortune story, Sunshine Biscuits created Hydrox and the chocolate sandwich cookie in 1908 -- four years before copycat Oreo came out. Later Oreo so monopolized the market, Hydrox was widely and erroneously regarded as a bargain imitator. The name Hydrox carried such little credibility that when Keebler bought Sunshine Baker in 1996, it relaunched the 88-year-old brand as Droxies. Then Kellogg bought Keebler in 2001 and two years later quietly killed off Hydrox-known-as-Droxie.

Originally published