Posted by Rob Walker on January 20, 2008
Posted Under: Consumer Behavior,Fandom,Sustenance

Nice story in the WSJ yesterday by Christopher Rhoads on the subject of Hydrox fans coping with the loss of this cookie that was crushed by its similar rival, the mighty Oreo. Apparently Kellogg pulled the plug in 2003:

While aware that Hydrox cookies were becoming harder to find, many of their fans are learning only now they are gone.

“This is a dark time in cookie history,” wrote Gary Nadeau of O’Fallon, Mo., last year on a Web site devoted to Hydrox. “And for those of you who say, ‘Get over it, it’s only a cookie,’ you have not lived until you have tasted a Hydrox.”

Still reeling from their loss, Mr. Nadeau and other “Hydrox people” have yet to accept their fate. Some have started an online petition demanding that Kellogg bring the cookie back. They have collected 866 signatures.

The full story is here. The only thing missing is any comment from Paul Lukas, who once proposed Oreo People vs. Hydrox people as possibly the definitive human dichotomy. (He also wrote a nice Hydrox piece for Fortune back in 1999, right here. These days of course he’s focused on other things.)

Also, the story does not give a URL or link for the mentioned “Web site devoted to Hydrox” where Nadeau made the “dark time in cookie history” comment, or for the petition. I found the petition, and I found this Hydrox site, but I can’t find Nadeau’s comment. If you have the link please pass it along.

Never mind that last request, the mystery has been solved for me in the comment below (thanks adam!): Nadeau’s quote is from the guestbook of that same Hydrox fan site, right here.

Further diversion may be found at MKTG Tumblr, and the Consumed Facebook page.

Reader Comments

the quote is from a guestbook, which seems an unorthodox source. the full quote is:
Gary Nadeau
February 25, 2007 3:48 pm
From: O’Fallon, Missouri
Message: I have been looking for Hydrox cookies for several years. I knew Keebler bought them but then couldn’t find Droxies (which by the way were not as good as the originals). Thanks to a few of you that have been diligently searching for a non-oreo (the worst cookie in the world) chocolate sandwich creme. I will try to find the suggested cookies in hopes I will find an adequate substitute. This is a dark time in cookie history. And for those who say “get over it, it’s only a cookie”, you have not lived until you have tasted a Hydrox.


Written By adam on January 20th, 2008 @ 11:14 am

Oh! Thanks for that. You’re right, that is a little odd.

Much obliged!

Written By murketing on January 20th, 2008 @ 11:30 am

The first thing I thought when I heard the Hydrox news was, wonder what Paul Lukas thinks? At least now I know where to catch up with him…

Written By Barb on February 2nd, 2008 @ 6:22 pm
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