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Kellogg Stages 100th-Anniversay Comeback For Hydrox

Kellogg will reintroduce Hydrox cookies today at an event in New York that will feature three consumers who won a contest to be declared America's most ardent Hydrox fans. The winners also are part of a Web site (hydroxcookies.com), along with content like a history of Hydrox, which was first marketed by Sunshine in 1908.

Sunshine was sold to Keebler in 1996 and Keebler was acquired by Kellogg in 2001; Kellogg stopped selling Hydrox in 2003. The brand was long a No. 2 to Nabisco's Oreos.

The brand's centennial provided a peg to revive Hydrox in what is being called a "100th anniversary limited edition." Response will help Kellogg gauge whether the brand should be brought back permanently, says Brad Davidson, svp of Kellogg. He suggests that other brands may be ripe for revival, too, because "as the population ages, there are certain brands that really resonate with consumers."

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