Hydrox Cookies Are Making A Comeback
The Oreo-buster is back. Hydrox cookies, those Oreo-like chocolate sandwich cookies, could reappear on store shelves as early as September, says Ellia Kassoff, CEO of Leaf Brands, which recently acquired the rights to the unused Hydrox trademark. But success won't come simply. At least one brand guru says Hydrox has lots of work to do. "Oreo conveys round and is fun to say and hear. Hydrox sounds scientific and medicinal ... not appetizing at all," says Steven Addis, CEO of Addis. "Oreo has become part of the fabric of America. Like Coke. This makes it somewhat unassailable, even from a superior product."