Leaf Brands looks to revive Hydrox cookies

by Eric Schroeder
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NEWPORT BEACH, CALIF. — Leaf Brands L.L.C. has acquired the trademark for Hydrox sandwich cookies, paving the way for the company to reintroduce the cookies later this year. The company also acquired the trademarks to Tart n Tinys, Wacky Wafers and Quicksand Bubblegum.

“Similar to our acquisition of Astro Pops, we plan to reintroduce Tart n Tinys, Hydrox, Wacky Wafers and Quicksand Bubblegum over the next six to eight months,” said Ellia Kassoff, chief executive officer of Leaf Brands. “They are all such iconic, classic products we can’t wait to bring these favorites back to their loyal fans. We just had to wait until we were able to make them all exactly like the consumer remembers them. As a company resurrecting old brands, it’s critical all products we bring back are perfect. The loyal consumer will only give the products one chance to hit the mark, and if they’re not the same, the customer won’t buy them again.”

Hydrox, known as the original sandwich cookie, will be exactly like the original cookie that left the market in 2008, Mr. Kassoff said.

“We’re just so excited to bring back the original Hydrox product,” he said. “Not many people know it but Hydrox was the original sandwich cookie, predating Oreo by four years. You can even say Oreo was the ‘knock-off’ to Hydrox.”

Shipping should begin in August/September timeframe.

Hydrox cookies debuted in 1908 and were manufactured by Sunshine Biscuits. Sunshine Biscuits was purchased by Keebler in 1996, and in 1999, Keebler replaced Hydrox with a similar but reformulated product named Droxies. Keebler was later acquired by the Kellogg Co. in 2001. Kellogg removed Droxies from the market in 2003, and then revived Hydrox in 2008 in celebration of the cookie’s 100th anniversary. Distributed under the Sunshine label, Hydrox cookies shipped in late August 2008 with a slightly different recipe from the original. Less than a year later the products were again off the market.

A 1999 Fortune magazine article reflecting on Hydrox’s woes indicated the brand’s name may have played as big a role as any in hampering its growth. The brand’s founders wanted a name that evoked purity and goodness. Deeming water as the purest thing they knew, they combined water’s atomic elements — HYDRogen and OXygen — into one word. But market research conducted by Keebler indicated most consumers associated the name with more industrial purposes, such as antiseptics or cleaning liquids.

Hence, Keebler changed the name to Droxies in the late 1990s, but the change proved far too late to halt the brand’s demise. By 1998, annual sales of Oreo totaled $402 million — 25 times more than Hydrox’s $16 million in annual sales.

Leaf said its strategy is to rebuild one of the largest candy and snack companies in the United States, through brand acquisition and development of new and fun products for people to enjoy.
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By Michael Swanson 9/16/2015 11:53:40 AM
Will these be made in the United States? If so, they go on my buying list.

By realbluebaby 9/9/2015 1:46:07 PM
Hydrox, here's your chance... Oreo is closing the plant in Chi Town. Move in and start making Hydrox cookies. Sound like a plan???

By Julian Pool 4/26/2015 11:36:06 PM
Does Leaf Brands plan on marketing Hydrox with Publix Supermarkets?

By Stefan Polihronopoulos 3/21/2015 6:28:07 PM
Hi. Has any thought been given to bring back Lemon Coolers?

By Don McDonald 3/19/2015 4:03:16 PM
Where can I purchase Hydrox cookies in the Sacramento area? I live in Yuba City about 40 mi. north of Sacramento.

By Rachelle 12/22/2014 11:59:39 AM
LOVE Hydrox cookies! Childhood memories last a lifetime. Can't WAIT to enjoy Hydrox again. Thank-You for bringing them back!

By Rosemary Colbert 11/17/2014 12:46:21 PM
Please send me and e:mail when I can purchase your Hydrox cookies in Weymouth, Ma. I have an aging uncle in a nursing home who misses his Hydrox. Thank you

By barbara concannon 11/6/2014 3:06:18 PM
Iam so excited about hydrox l grew up in queens ny and thats what l ate.barbara

By Joe 10/28/2014 10:51:15 AM
I can't wait any longer,PLEASE,PLEASE,PLEASE hurry , get in the kitchen and start baking. Oreo's are not the answer. O bring back bring back bring back my HYDROX TO ME!! It's been to long, HURRY!!!

By Joe 10/28/2014 10:48:23 AM
I can't wait any longer,PLEASE,PLEASE,PLEASE hurry , get in the kitchen and start baking. Oreo's are not the answer. O bring back bring back bring back my HYDROX TO ME!! It's been to long, HURRY!!!

By fred 10/13/2014 3:45:19 PM
E-mail from Leaf Brands says cookies should be available end of the year or early next year.

By Jack Judge 10/10/2014 11:03:17 AM
I loved Hydrox cookies and have been looking forward for their return to the shelves, but when, Sept has come and gone?????

By JPMorganChase 9/25/2014 7:02:47 PM
Where can you find hydrox cookies in Denver,Colorado? Thank-you

By Laurice Borders 8/3/2014 3:11:59 PM
Waiting anxiously to see HYDROX cookies in stores. They are what I grew up on and have missed terribly. I am not an OREO fan, they're just not the same. How will we know when they are available and where?

By nilda rivera 6/22/2014 5:48:03 PM
So happy hydrox is coming back. I have been anxiously awaiting their return yummy

By Annie 6/14/2014 10:19:38 PM

By Mary 5/23/2014 6:46:10 PM
Please bring back the Hydrox. Love those cookies. Texture is much better than the slimey Oreos. Canada's oreos have the frosting of Hydrox, but original Hydrox is what I want. Will we get them in Oregon? If not, where do I buy them on line. thanks.

By Gina 5/18/2014 4:42:44 PM
Can't wait for Wacky Wafers in banana, strawberry and Peach!!! Been waiting for YEARS!!!

By Chuck Copeland 5/14/2014 8:51:38 PM
When I was young remember the Sunshine delivery man. He has gone the way of the gas attendant, but I look forward to going to the store to buy Hydrox again. Thank you Leaf Brands.