Hydrox cookies making a come back - DC News FOX 5 DC WTTG

Hydrox cookies making a come back

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NEW YORK (MYFOXNY) - Remember "Hydrox" cookies? Those chocolate sandwich cookies that looked like Oreos?  They haven't been on store shelves in more than a decade, but they're coming back.

Leaf Brands now has the rights to the Hydrox trademark.

CEO Elia Kassoff says the differences between Hydrox and Oreo are that Hydrox is a little crispier, a little less sugary and stands up better in milk.

Hydrox is actually the original creme-filled chocolate sandwich cookie.

It debuted in 1908, Oreo followed four years later.

Even in a new world of nutritional consciousness, there is little evidence that America's sweet tooth is fading. Sales of packaged cookies and baked goods are expected to top $17 billion by 2017, up from $13 billion in 2012, reports Packaged Facts. While the return of Hydrox is expected to be a hit with Baby Boomers who may fondly remember the brand, formerly owned by Kellogg's, Keebler and Sunshine, it may be a tougher sell with Millennials who are not very familiar with the cookie brand, which hasn't been regularly sold on store shelves in almost a decade.

"We'll use social media to reach out to Millennials," says Kassoff. The 46-year-old CEO says that he likes to acquire old brands or trademarks that still have fans. "We recycle brands that get left on the side of the road."

Hydrox could be back on store shelves by September.

Leaf Brands will make the official announcement later this month at the Sweets & Snacks Expo in Chicago.
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