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Hydrox

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This article is about the cookie brand. For the breathing gas, see Hydrox (breathing gas).
Hydrox
Product typeSandwich cookie
OwnerLeaf Brands (2014–present)
CountryUnited States
Introduced1908; 116 years ago (1908)
Related brandsLeaf Brands
Previous owners
Websiteleafbrands.com

Hydrox is a creme-filled chocolate sandwich cookie currently owned and manufactured by Leaf Brands. It debuted in the United States in 1908, and was manufactured by Sunshine Biscuits for over 90 years.[1] Hydrox was largely discontinued in 1999, three years after Sunshine was acquired by Keebler, which was later acquired by Kellogg's which in turn sold the cookie line and the rights to the Keebler name to Ferrero SpA.[2] In September 2015, the product was reintroduced by Leaf Brands.

Oreo was created in 1912 as an imitation of Hydrox after Jacob Loose became ill, and started National Biscuit Company (Nabisco). Oreo eventually surpassed Hydrox in popularity, which resulted in the Hydrox cookies being perceived by many as an imitation of Oreo, despite the opposite being the case.[3] Compared to Oreos, Hydrox cookies have a less sweet filling and a crunchier cookie shell that is less soggy when dipped in milk.[4]

History

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In 1908, the cookie's creation was inspired by "purity and goodness", with a name derived from the hydrogen and oxygen elements within the water molecule.[3][5]

"Centennial" package of Hydrox cookies with the Sunshine label

Sunshine Biscuits was purchased by Keebler in 1996, and in 1999, Keebler replaced Hydrox with a similar but reformulated product called "Droxies".[3] Keebler was acquired by Kellogg's in 2001, and Kellogg's removed Droxies from the market in 2003.[1] Kellogg's then marketed a similar chocolate sandwich cookie under the Famous Amos brand, along with sandwich cookies of other flavors, but also discontinued the line.[4]

On the cookie's 100th anniversary, Kellogg's resumed distribution of Hydrox under the Sunshine label in late August 2008 in direct response to 1,300 phone calls from fans as well as an online petition with 1,000 signatures, a Hydrox fan website with the essay "Nonconformists don't eat Oreos", and dozens of forum posts, asking that production resume. The cookies were available nationally for a limited time, and less than one year later Kellogg's removed Hydrox from their web site.[5]

The Carvel ice cream franchise sold ice-cream goods manufactured with Hydrox cookie crumbs until 2012. Carvel used the cookie's all-kosher status as a selling point, because the original Oreo recipe used lard.[4] The cookies were not specifically mentioned by name on the Carvel website, but they were identified as "hydrox" [sic] on the in-store posters. Carvel currently uses Oreo cookies in its ice cream goods.

In 2014, Leaf Brands registered the "Hydrox" trademark, which had been abandoned by former owner Kellogg's.[6] Leaf began production of its version of Hydrox on September 4, 2015, at the company’s facility in Vernon, California.[7] In 2017, the recipe was changed to remove artificial flavors that had been used for 50 years[8] and the company obtained non-GMO certification.[9]

Leaf Brands filed a complaint with the US Federal Trade Commission in 2018 against Mondelez International, maker of Oreo cookies, for hiding Hydrox cookies from customers on store shelves.[10][11][12]

See also

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References

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  1. ^ a b Eber, H. (February 26, 2012). "The Big O: The Chelsea-born Oreo cookie celebrates its 100th birthday". New York Post. pp. 44–45.
  2. ^ Reddy, Arjun (April 1, 2019). "Kellogg has agreed to sell its Keebler and Famous Amos businesses to Ferrero for $1.3 billion". Business Insider.
  3. ^ a b c Lukas, Paul (March 15, 1999). "Oreos to Hydrox: Resistance Is Futile". Fortune. Retrieved December 29, 2009.
  4. ^ a b c Rhoads, Christopher (January 19, 2008). "The Hydrox Cookie Is Dead, and Fans Won't Get Over It". The Wall Street Journal. Archived from the original on March 12, 2015. Retrieved November 29, 2009.
  5. ^ a b Vinh, Tan (August 27, 2008). "Hydrox cookies make a comeback for 100th anniversary". The Seattle Times. Retrieved October 26, 2020.
  6. ^ Kestenbaum, David (September 23, 2015). "One Man's Mission To Bring Back Hydrox Cookies". Morning Edition. Retrieved August 22, 2022.
  7. ^ Schroeder, Eric (September 4, 2015). "Leaf Brands begins production of Hydrox cookies". Food Business News. Retrieved September 20, 2015. Leaf Brands L.L.C. officially relaunched Hydrox cookies on Sept. 4 with the onset of production at the company's facility in Vernon, Calif.
  8. ^ "Hydrox now has no artificial flavors or colors!". Leaf Brands. February 15, 2017. Retrieved August 28, 2022.
  9. ^ "Leaf Brands Continues to Improve Hydrox with Non-GMO Status!". Leaf Brands. March 26, 2017.
  10. ^ Toussaint, Kristin (August 13, 2018). "Hydrox cookies claims Oreos parent company is sabotaging their sales". Metro. London. Retrieved August 28, 2022.
  11. ^ "Hydrox Cookies". Facebook. Retrieved September 6, 2018.
  12. ^ Gelski, Jeff (August 17, 2018). "Cookie-hiding claim fuels Oreo-Hydrox flareup". Food Business News. Retrieved August 28, 2022.
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