NEWPORT BEACH, Calif. – Donald Trump’s announcement that he won’t eat Oreos again because Nabisco parent company Mondelez is moving some of its production to Mexico (some will remain in the United States) comes coincidentally as Hydrox cookies are set to relaunch in mid-Septemeber after a seven-year absence.
Upon hearing Trump's vow to eschew the crème-filled chocolate cookie, Ellia Kassoff, the CEO of Leaf Brands, which makes the rival cookie brand, extended an invitation to Trump to visit the Hydrox plant in Vernon, Calif., outside Los Angeles.
The company didn’t say whether Trump has responded.
The Hydrox relaunch kicks off at the Vernon production facility. Kassoff vowed to keep Hydrox production in the United States.
"Hydrox will play an important role in creating solid American jobs," he said. "We want consumers to know 'the original sandwich cookie' will always be made in the U.S. and Mr. Trump's campaign focuses on growing American jobs, so we decided to invite him to our plant. We are in no way picking candidates or jumping into politics, but we want to showcase how a company can create a high-quality product at a good price, without moving operations out of the U.S.," Kassoff pledged.
Sunshine Buscuits’ Hydrox became America's first sandwich cookie in 1908, but was quick to find competition from Oreo four years later. Keebler acquired Sunshine in 1996 and eventually replaced the brand with the similar Droxies. Kellogg’s acquired Keebler in 2001 and discontinued Droxies in 2002. Kellogg now sells a similar cookie under the Famous Amos brand. In 2008, when Hydrox turned 100, Kellogg briefly resumed distribution, but only for a limited time.
In 2014, Leaf Brands acquired the Hydrox brand and set out to rebuild it in its original formula, using real sugar and high-quality cocoa.
Leaf has partnered with Amazon for the initial Hydrox rollout to quickly fulfill product, the company said.
"There are many consumers waiting for the cookies as soon as they come off the line, and what better company to fulfill the initial influx of orders than Amazon," Kassoff said.
On social media, look for #hailhydrox and #hydroxcookiesareback
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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