Snacks & Candy

Hydrox Comes Out of Hiding

Kellogg brings back cult cookie for 100th anniversary

BATTLE CREEK, Mich. -- As a result of more than 1,300 telephone inquiries, 1,000 petition signatures, and countless online message board postings from Hydrox cookie fans, Hydrox cookies, the first creme-filled chocolate sandwich cookie, began returning this week to grocery stores nationwide for a limited time. This reintroduction on the part of Kellogg Co., in response to consumer demand, comes in honor of the cookie's 100th anniversary this year.

Originated by the Sunshine Biscuit Co. in 1908, Hydrox cookies were reformulated and rebranded in 1999. The consumer campaign to "Bring Back [image-nocss] Hydrox" has succeeded in persuading Kellogg, which acquired the brand in 2001, to return Hydrox cookies to stores as a limited 100th anniversary edition.

"For the generations of fans who grew up on Hydrox cookies, it is more than just a delicious, creamy-filled chocolate sandwich cookie," said Brad Davidson, senior vice president of Kellogg and president of Kellogg North America. "We've been touched by how many consumers describe their preference for Hydrox cookies as interwoven with their identity and family history. These Hydrox cookie loyalists can be proud to know they've been heard and have inspired this latest chapter in the story of the 'little cookie that could'."

Kellogg held a contest to find America's Biggest Hydrox Cookie Fans, giving Hydrox cookie enthusiasts the chance to be among the first to taste the Limited Edition 100th Anniversary Hydrox cookie at a milk and cookies celebration in New York City yesterday.

A panel of Kellogg judges, as well as Kim Burton, founder of the online Hydrox Cookie page and the unofficial leader of Hydrox cookie fans across America, evaluated the entries. Kim Burton and the contest winners will joined Davidson on the podium at the New York Stock Exchange for the ringing of yesterday's closing bell.

Limited Edition 100th Anniversary Hydrox cookies will follow the original Hydrox cookie recipe, though they will contain zero grams trans fat per serving. The cookies will be available nationally at the suggested retail price of $3.19 for a 14-oz. package while supplies last.

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