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Kellogg's Resurrects the Hydrox, Other Undead Snacks to Follow


You didn't know you missed them, but they're back.

Cult fans have never coped well with loss. Whether mail-bombing CBS (CBS) to renew Jericho or sending death threats to a video rental house for dropping Betamax, the outrage is palpable. While the likelihood of having any influence whatsoever is usually slim at best, some snack devotees have managed to get their voices heard.

This week, Kellogg (K) reintroduced Hydrox, the Oreo's (KFT) chief competitor. Available for only a limited time, while Kellogg commemorates the cookie's 100th anniversary, the brand will undergo intense scrutiny to see if a full relaunch is cost-effective.

Failing that, Kellogg will research a sudden spike in hyper-glycemia.

A distant second in the sandwich cookie race, Hydrox had a very loyal following. Those sweet-toothed fans were crushed when Kellogg discontinued the brand in 2003. Some found Newman-O's to be a serviceable replacement, but most just flooded Kellogg with demands that the original recipe be put back on shelves.

Wait'll they hear the trans-fats have been removed.

Kellogg recently held a special event in New York to promote Hydrox's triumphant return. The showcase featured 3 of the cookie's most rabid fans, all of whom were chosen via a sponsored contest to see who loved Hydrox the most.

The 3 winners later posed for photographs after being asked to brush the black residue from their teeth.

The company admits that Hydrox was pulled due to stiff competition from Oreo, along with the brand's old and tired image. But the emphatic push from fans has forced Kellogg to exceed their original forecast for production.

Kellogg also tearfully requests that the CEO's daughter be returned safe and unharmed.

With companies struggling with this year's widespread profit slump, they're eager to revitalize dead or ailing product lines that have an established following - rather than build one from scratch with a brand new item.

That means soda drinkers will sooner see their cola made transparent again, rather than with a new, better taste.

This recent trend of resurrecting products has extended to Eagle Snacks. The brand was sold off by Anheuser-Busch (BUD) and later acquired by River West Brands. River West says demand was high for the hard-to-find snacks, and plans on making them more available throughout the country.

So if you notice a comfortingly familiar taste in your local bar's soggy pretzel mix, thank River West.
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