Hydrox cookies were pulled in 2003. The product had difficulty competing with the even more iconic Oreo, made by Kraft under its Nabisco label.
Michael E. Allen, senior VP-marketing, Kellogg snacks, said the company decided to bring the cookie back because of consumers' insistence and as a commemoration of the brand's anniversary.
Move may be temporary
"It's about response from our customers and our responsibility to be as consumer-friendly as we can as a company, and Hydrox is a great example of that," he said. "It's planned to be a limited-time offer, and we'll see how it goes."
Kellogg is making the product available nationally, but its duration on the shelf depends on consumer demand and actual retail sales.
"It's all up to the consumer," he said. "If it sells a lot and makes sense for the supermarkets and the grocery stores to keep it on the shelves, then we'll keep making them."
But don't expect a media blitz behind this reinvigoration. Most of the support will be in-store. Mr. Allen said while point-of-sale materials will be made available, it will be up to the grocery stores to determine how they're used.
"Short-term, we won't have a brand support program for this," Mr. Allen said. Kellogg's creative agency, Leo Burnett Worldwide, Chicago, is supporting the effort, along with Schawk Inc. and Hunter Public Relations.
Kellogg has created a website, www.HydroxCookies.com, where consumers are invited to share their stories about the brand. Writers on the site will have a chance to win a trip to New York City for a milk-and-cookies celebration, where they will be among the first to taste the products in a long time.