Kellogg quietly retired the Hydrox in 2003, conceding to Kraft Food's larger advertising budget and Oreo's superior name
recognition. But fans of the Hydrox-which despite perceptions actually predates the Oreo-wouldn't let it go quietly. Their efforts to bring it back made for a Page 1 Wall Street Journal story
in January.
But the cookie is not back for good-yet. For now, the Hydrox-which even its fans admit probably suffers from having a name better suited to a toilet cleaner-is bringing it back for a limited time only, and with a slightly different recipe. This time, there will be no trans fats.
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