In 2003 Kellogg made the tough decision to phase out a 95-year-old product. The Hydrox, the first of its kind in America (yes, before the other one) had been around since 1908.
As it turned out, however, the Hydrox still had some friends out there. After a 1,000-signature petition, 1,300 phone calls to Kellogg headquarters in Battle Creek, Mich. and thousands of web postings, the Hydrox cookie will be back for a limited time to celebrate its 100th birthday.
If there’s one thing that should go without saying, it’s that Americans and their favorite cookies are not easily separated.
“We’ve been touched by how many consumers describe their preference for Hydrox cookies as interwoven with their identity and family history,” said Brad Davidson, senior vice president of Kellogg and president of Kellogg North America. “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 Company also put out a contest to find “America’s Biggest Hydrox Cookie Fans,” giving Hydrox loyalists the chance to be among the first to taste the new, limited edition 100th anniversary Hydrox cookie at a milk and cookies celebration in New York City Thursday.
Two ladies from South Carolina and another from Maryland were chosen to be in the big city.
Since debuting under the Sunshine Biscuit Company 1908, the Hydrox has had a rich history for a cookie. Kellogg notes that the Oreo did not come until 1912.
In 1925, Sunshine advertised Hydrox cookies as “not merely a biscuit, but the maximum of goodness that human ingenuity can devise in a single biscuit.” In the 30s, they showed advertisements of women breaking etiquette rules to devour them. In 1978, the little kosher cookies were advertised on the “no artificial colors or ingredients, made of vegetable shortening” bandwagon. Reduced fat Hydrox came in 1995. Then in 1996, Keebler bought Sunshine and reformulated the Hydrox to become “Droxies.” Kellogg bought Keebler in 2001 and discontinued the cookie shortly thereafter.
But they’re back! For a little while.
The Limited Edition 100th Anniversary Hydrox cookies will follow the original cookie recipe, but no trans fat.
The cookies will be available nationally at the suggested retail price of $3.19 for a 14 oz. package while supplies last. Additional information can be found online at www.Hydroxcookies.com.