NEWPORT BEACH, Calif. -- Kellogg's Pop Tarts andMars' M&M'shave entered the political fray with promotions playfully leveraging the current presidential election cycle.
Now cookie brand Hydrox said it "plans to seek The National Cookie Party nomination in the race for President of the United States."
"With all the nuts running for president, why not a cookie?", Leaf Brands said.
The company is using the Internet to crowdfund the campaign, kicking off March 2.
Leaf Brands used the gimmick as an opportunity to take a swipe at its "opponent" in the race, rival crème-filled sandwich cookie Oreo, made by Mondelez International. Hydrox, which debuted in 1908, predates Oreo by about four years.
Hydrox was manufactured by Sunshine Biscuits, which was purchased by Keebler in 1996, and in 1999, Keebler replaced Hydrox with a similar but reformulated product named Droxies. Kellogg acquired Keebler in 2001. Kellogg removed Droxies from the market in 2003. In 2014, Leaf Brands acquired the Hydrox brand and set out to recreate it in its original formula.
The original Leaf Brands started in the 1920s. Once the fourth-largest candy producer in North America, it brought candy classics such as Whoppers and Jolly Rancher to the marketplace. Family members restarted Leaf Brands after Hershey acquired the U.S. division in 1996. The Newport Beach, Calif., company's products include Astro Pops, Farts Candy, tart n' tinys and David's Signature 'Beyond Gourmet' products.
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