Wednesday, January 23, 2008

An icon is gone

Hydrox cookie Originally uploaded by milatchi
It may say something about the dedication inspired in generations of sweet-toothed Americans that, although Sunshine / Keebler / Kellogg stopped making Hydrox cookies in 2003, its loyal fans are only just now beginning to notice that they can't find one anywhere.
WSJ | The Hydrox Cookie Is Dead, and Fans Won't Get Over It
Robert Fliegel was craving a Hydrox. The 52-year-old computer consultant says he always liked the way the chocolate sandwich cookie, which he found crisper than Oreos, "stood up to the milk" when dunked.

But Mr. Fliegel, who used to be able to devour an entire package of the crème-filled biscuits in a sitting, couldn't find them in any stores near his East Stroudsburg, Pa., home.

Only when he went online a few months ago to try to order some did he learn the truth: Hydrox is dead.

In 2003, without warning or announcement, Kellogg Co. killed off the cookie -- by then rechristened Droxies -- after failing to gain ground against the dominant Oreo, one of the country's best-selling snack foods.
I'm thinking that if they really were as enormous as that photograph makes them look, they might still be around.

Old W. K. Kellogg must be spinning to know that "his" health-food company now owns Keebler.

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