Hydrox: The Comeback Cookie

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The Jew & The Carrot reader, Naomi, recently asked:

“I was surprised to see Hydrox at ShopRite the other day, in ‘vintage’-style packaging. I had thought they were defunct. Why would they be coming back now?”

Good question, Naomi. As I wrote back in April, Hydrox – the chocolate sandwich cookie loved by kiddush-hopping Jews everywhere – was discontinued in 2003, just a few years after their fiercest competitor, Oreo, went kosher. According to “The Hydrox Cookie [Fan] Page,” Hydrox, which were first made in 1908 by Sunshine bakery actually preceded Oreos by four years. But Nabisco’s version quickly became the platonic ideal of a sandwich cookie, leaving Hydrox in a perpetual position of runner up.

Now, after 5 years off the market, Kellogg (which owned the brand at the time of its demise) is bringing Hydrox back to the Jews people.

The Wall Street Journal explained:

Bowing to more than 1,300 phone inquiries, an online petition with more than 1,000 signatures and Internet chat sites lamenting the demise of the snack, Kellogg Co. has decided to temporarily relaunch Hydrox, the left-for-dead cookie.

Cookie activism is alive and well, it seems.
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According to a recent article in the New York Times, Kellogg reintroduced the cookie at an event in New York City last week, and is producing a limited run of them – packaged, as Naomi saw, in retro-gear. Rejoicing may commence for Kiddush tables, Shabbat potlucks, and lazy Obama bake sale participants everywhere. What do you think about the comeback cookie?

Related Posts
Oreo vs. Hydrox
Chanukkah Fry Fest (Fried Oreos)
Dairy or Soy? Quit Milking the Question

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7 Responses to “Hydrox: The Comeback Cookie”

  1. A Says:

    I much preferred the Hydrox of my youth to the kosher Oreo that came later. I stumbled on a pleasant surprise: SuperTarget. The Market Pantry brand of “generic” Oreos taste very much like the old Hydrox, have hashgacha, and are much less expensive than Oreos. Best of all worlds (at least when there are no Hydrox).

  2. Eric Schulmiller Says:

    But can you fry them?

  3. jeff Says:

    I think it’s fair to say that Jews never really preferred Hydrox or felt any loyalty to the cookie (with a few exceptions). It was just the only alternative because Oreos were off limits. The second the Oreo went kosher the Jews abandoned the Hydrox and extolled the virtues of Nabisco and celebrated finally gaining access to the ultimate symbol of assimilation–America’s # 1 cookie. If Hydrox is banking on a Jewish market, it might be in for a bit of a disappointment.

    That said, I was always a Stella D’Oro guy myself.

  4. Leah Koenig Says:

    I disagree with you Jeff – I think, like everything, there are those Jews who do prefer Hydrox (for nostalgic or loyalty or perhaps even taste reasons), those who don’t, and those who couldn’t give two sandwich cookies either way.

    I don’t think that Hydrox is banking on the Jewish market by any means, but I think there is a sizable group of Jewish communities/individuals out there who will be excited to have their old friend return. :)

    http://stuffjewishyoungadultsl.....-conflict/

  5. Ketzirah Carly Says:

    Please tell me they have changed the recipe and it’s not made with hydrogenated oil anymore!?! Are you seriously longing for a cookie made with the worst possible thing you can put in your body? Seriously?

  6. Rivster Says:

    Wow — this is really exciting!!!

    When I was a kid, I thought that Oreos were ersatz Hydrox and we couldn’t eat them because they weren’t kosher.

    Funny, huh?!?

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