", "The Oreo guys saw us as a threat, so they started hiding our cookies on shelves to get us discontinued," Kassoff told the Wall Street Journal. He saw the Oreos and got all excited. Cream-filled and chocolatey, Oreo cookies have long reigned supreme as the go-to sandwich cookie on supermarket shelves, but they've become much more than that — they're a bona fide American icon. Feel free to use that as a slogan, Leaf Brands. Over the years Oreo gained so much ground over the original that Hydrox was often considered an off-brand or generic version. ", The spokesperson continued, "Much of our shelf placement is due to the fact that Oreo is the #1 cookie in the U.S., and retailers typically align premium placement to the fastest selling products, based on consumer demand. Sign up for our COVID-19 newsletter to stay up-to-date on the latest coronavirus news throughout New York City. Carvel used the cookies' all-kosher status as a selling point, as the original Oreo recipe used lard. In another bizarre twist, President Trump made a second appearance in Hydrox's history for 2020, as The Wall Street Journal proclaimed that, possibly due to President Trump's talk of hydroxychloroquine for treating COVID-19, Google searches of Hydrox cookies were soaring.

", "We believe in competition and choice but we firmly believe the folks @Mondelez (the owners of Oreo) have been undertaking a national program to damage our brand and stop us from competing," the post read. ", "Hydrox-Oreo Rivalry Heats Up with FTC Complaint", "Cookie-hiding claim fuels Oreo-Hydrox flareup", https://en.wikipedia.org/w/index.php?title=Hydrox&oldid=986705533, Creative Commons Attribution-ShareAlike License, This page was last edited on 2 November 2020, at 14:27. For the breathing gas, see, "The Hydrox Cookie Is Dead, and Fans Won't Get Over It", "Hydrox cookies make a comeback for 100th anniversary", "One Man's Mission To Bring Back Hydrox Cookies", "Leaf Brands begins production of Hydrox cookies", "Hydrox now has no artificial flavors or colors! The reintroduction appeared to pay off, with Bakeryandsnacks.com reporting that sales of Hydrox grew by 2,406 percent from 2016 to 2017, amassing more than $492,000 in sales — clearly, still light-years away from Oreo's overwhelming dominance in the market, but impressive progress nonetheless. In 2017, the recipe was changed to remove artificial flavors that had been used for 50 years[8] and the company obtained non-GMO certification. Or stick with Oreo and up your dunking game. Oreo quickly overtook Hydrox as the sandwich cookie of choice. In a Kotaku "showdown" between the cookies, Hydrox was applauded for a "smoother creme that's got a subtle tang and a bit less cloying sweetness ... Hydrox's creme is less spackley." [3], In 1908, when the cookie was created, the creators sought a name that would convey "purity and goodness" and derived their choice from the component elements that constitute the molecule of water (hydrogen and oxygen). If opposites attract, Oreos generate a force nothing short of gravitational. Oreos, meanwhile, stormed ahead with a slew of innovations over the years: Oreo flavors (including "mystery" ones), tie-ins with McDonald's, Double Stuf and Supreme varieties, even glitter-filled versions in 2020. The Story of the Vanishing Cookie Hydrox® “The Original Sandwich Cookie,” debuted in 1908 as the signature product of Sunshine Biscuits®. In September 2015, the product was re-introduced by Leaf Brands. The Oreo cookie is lighter and more prone to crumbling.

Sunshine Biscuits was purchased by Keebler in 1996 and, in 1999, they rebranded the lonely cookies as Droxies with new packaging and a new attitude to boot. Since neither Hydrox nor Oreo have figured out how to make cookies issue gurgling screams while being dunked in ice cold milk, this one is another toss-up. Who hid the cookies on the cookie shelf?

[1] Hydrox was largely discontinued in 1999 three years after Sunshine was acquired by Keebler, which was later acquired by Kellogg's. One of these photos points out how Hydrox cookies appear to have been placed on the top shelf in place of SnackWell's, but that snack's logo remained in front of Hydrox packages. “Because they are Hitler,” he actually said, because he does not care who he hurts. But now they are back! The recipe was slightly altered from the original; trans-fats were removed. Keebler was then purchased by Kellogg’s five years in later in 2001.

The battle of brown discs is anyone’s game. Is it because it’s a better cookie than Oreo, or just an over-medicated society being more comfortable eating something with a name that sounds like we should ask our doctor about it? I don’t think they’re actually going to fight. Hydrox’s creme is less spackley. By 2017, with more than 40 billion Oreos produced every year, raking in more than $2 billion annually, they were hailed as "the best-selling cookie brand of the 21st century" by its manufacturers, Mondelez International. "Many of you over the last few years have been great at taking pictures when you see #hydrox cookies being moved or blocked from store shelves and we really appreciate your help.".

As Serious Eats explains, Sunshine soon went belly-up, and Hydrox was eventually destined for the dustbin of history — but not before being ping-ponged around to companies like American Tobacco Company, Keebler, and Kellogg's. Hydrox. In 2014, Leaf Brands registered the Hydrox trademark, which had been abandoned by former owner Kellogg's. The name Hydrox was derived from water, as the creators compared the cookie to the qualities […] Hoping to evoke a sense of purity and goodness they called it Hydrox, a portmanteau of hydrogen and oxygen, the two elements that make up water. But Hydrox, in a twist of fate, returned to wage war again — this time, teaming up with Amazon (via Digital Commerce 360). Photos posted by Hydrox on Facebook show their cookies being pushed aside or hidden by other Oreo products. I’ll just eat the damn things. This was in response to President Trump criticizing the makers of Oreo for taking manufacturing outside the country, and Hydrox promptly slapped a stamp on packaging that proclaims, "Proudly made in the USA," next to the American flag. This was a very bad move. I’m going to give it to Hydrox however, because the Oreo logo is upside-down.

Technically, since neither cookie bothered to throw a punch, it’s a tie. These are actually really good.”. On the cookie's 100th anniversary, Kellogg's resumed distribution of Hydrox under the Sunshine label, with the first batches shipped in late August 2008. In my territory of 5 Walmart stores, I regularly would see Mondelez Merchandisers and that company has them do some shady things. It debuted in the United States in 1908, and was manufactured by Sunshine Biscuits for over 90 years. Quality control, people. Hydrox is the brand name for a crème-filled chocolate sandwich cookie manufactured by Leaf Brands. This focus, and our commitment to operating with integrity, has made Oreo America's favorite cookie.". Hydrox was discontinued in 1999 by then-owner Kellogg’s, making a brief resurgence in 2008 to mark its 100-year anniversary before disappearing from shelves. [2][4], Sunshine Biscuits was purchased by Keebler in 1996, and in 1999, Keebler replaced Hydrox with a similar but reformulated product called Droxies. [9], Leaf Brands filed a complaint with the US Federal Trade Commission in 2018 against Mondelez International, maker of Oreo cookies, for hiding Hydrox cookies from customers on store shelves.

However, among a test of 10 cookie brands in which the Epicurious editorial team tried to top the Oreo, Hydrox did not make the cut among the top two alternatives listed. It all comes down to personal preference, and I could go either way. The Oreo eventually exceeded Hydrox in popularity, which resulted in the Hydrox being perceived as an imitator, although it was the original. Mondelez uses a DSD model, meaning direct store delivery, meaning the company has its own truck on which it delivers Oreos, instead of having Oreos and other Mondelez snacks be delivered to a retailer on a truck that also carries multiple other manufacturers. Steals and Deals: Save up to 75% on holiday entertaining essentials. A company called Leaf Brands relaunched Hydrox in 2015, and the original creme-filled sandwich cookie is selling better than ever. That process took decades, as the two competing manufacturers engaged in "biscuit wars," with Hydrox warning customers of "imposters" and Nabisco execs stubborn enough to absorb losses on the then-unsuccessful Oreo (via Serious Eats). Damn. That four-year head start didn’t really give Hydrox cookies an advantage, though, and the Hydrox vs Oreos feud has long existed between the two brands of chocolate-and-cream cookies. Fine. Awkward.

On Aug. 6, Hydrox posted on Facebook: "We @Hydrox cookie have been very frustrated with the hiding of our cookies at major retailers by the folks @Oreo, so we finally filed an official complaint with the Federal Trade Commission last week. Hydrox have often been referred to as knock-off Oreos, even though they came first. The charges claimed that Mondelez was using its massive industry muscle "to place their own products in favorable locations in stores and move competitors in less desirable positions on store shelves.".

Other Facebook users, however, disagreed. Keebler attempted to fix the unfortunate name issue by rebranding as Droxies, but the damage was done — only two years after Kellogg's assumed ownership in 2001, Hydrox was off the market (via Atlas Obscura). The strange history of the Oreo and Hydrox cookie rivalry. That said, I was completely taken aback by Hydrox’s taste and quality. The story of Hydrox. "I personally work for Nabisco and have NEVER been instructed to move/hide your cookies ... " one person wrote in defense of Oreo. In 2014, the private self-funded company Leaf … ), “We believe in competition and choice but we firmly believe the folks @Mondelez (the owners of Oreo) have been undertaking a national program to damage our brand and stop us from competing,” the Facebook post reads. Do not use Hydrox while operating heavy machinery. Hydrox aficionados had bombarded Kellogg's with thousands of phone calls and an online petition asking that production resume.