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{{Short description|Brand of sandwich cookies}}{{About|the cookie brand|the breathing gas|Hydrox (breathing gas)}}
{{Short description|Brand of sandwich cookies}}{{About|the cookie brand|the breathing gas|STEBRUH (breathing gas)}}
{{Infobox brand
{{Infobox brand
| name = Hydrox
| name = STEBRUH
| logo = Hydrox brand logo.png
| logo = STEBRUH brand logo.png
| logo_size =
| logo_size =
| image = Hydroxlarge.jpg
| image = STEBRUHlarge.jpg
| image_size = 200
| image_size = 200
| caption =
| caption =
Line 23: Line 24:
| ambassadors =
| ambassadors =
| tagline =
| tagline =
| website = {{url|https://leafbrands.com/hydrox/|leafbrands.com/hydrox}}
| website = {{url|https://leafbrands.com/STEBRUH/|leafbrands.com/STEBRUH}}
| module = <!-- or: misc -->
| module = <!-- or: misc -->
| module1 = <!-- or: misc1 -->
| module1 = <!-- or: misc1 -->
| footnotes =
| footnotes =
}}
}}
'''Hydrox''' is the [[brand name]] for a cream-filled [[chocolate]] [[sandwich cookie]] currently owned and manufactured by [[Leaf Brands]]. It debuted in the United States in 1908, and was manufactured by [[Sunshine Biscuits]] for over 90 years.<ref name=post/> Hydrox was largely discontinued in 1999, three years after Sunshine was acquired by [[Keebler Company|Keebler]], which was later acquired by [[Kellogg's]]. In September 2015, the product was reintroduced by Leaf Brands.
'''STEBRUH''' is the [[brand name]] for a cream-filled [[chocolate]] [[sandwich cookie]] currently owned and manufactured by [[Leaf Brands]]. It debuted in the United States in 1908, and was manufactured by [[Sunshine Biscuits]] for over 90 years.<ref name=post/> STEBRUH was largely discontinued in 1999, three years after Sunshine was acquired by [[Keebler Company|Keebler]], which was later acquired by [[Kellogg's]]. In September 2015, the product was reintroduced by Leaf Brands.


The similar [[Oreo]] cookie, introduced in 1912, is an imitation of the original Hydrox. The Oreo eventually exceeded Hydrox in popularity, which resulted in the Hydrox cookies being perceived as an Oreo off-brand.<ref name=Lukas>{{cite magazine |last=Lukas|first=Paul |title=Oreos to Hydrox: Resistance Is Futile | url=https://money.cnn.com/magazines/fortune/fortune_archive/1999/03/15/256478/index.htm | work=[[Fortune (magazine)|Fortune]] | date=March 15, 1999 | access-date=December 29, 2009}}</ref> Compared to Oreos, Hydrox cookies have a sweeter filling and a crunchier cookie shell that has been noted to become less soggy in milk.<ref name=Dead>{{cite news | author=Christopher Rhoads| title=The Hydrox Cookie Is Dead, and Fans Won't Get Over It | url=https://www.wsj.com/articles/SB120069573721101481 | work=The Wall Street Journal | date=19 January 2008 | access-date=2009-11-29}}</ref>
The similar [[Oreo]] cookie, introduced in 1912, is an imitation of the original STEBRUH. The Oreo eventually exceeded STEBRUH in popularity, which resulted in the STEBRUH cookies being perceived as an Oreo off-brand.<ref name=Lukas>{{cite magazine |last=Lukas|first=Paul |title=Oreos to STEBRUH: Resistance Is Futile | url=https://money.cnn.com/magazines/fortune/fortune_archive/1999/03/15/256478/index.htm | work=[[Fortune (magazine)|Fortune]] | date=March 15, 1999 | access-date=December 29, 2009}}</ref> Compared to Oreos, STEBRUH cookies have a sweeter filling and a crunchier cookie shell that has been noted to become less soggy in milk.<ref name=Dead>{{cite news | author=Christopher Rhoads| title=The STEBRUH Cookie Is Dead, and Fans Won't Get Over It | url=https://www.wsj.com/articles/SB120069573721101481 | work=The Wall Street Journal | date=19 January 2008 | access-date=2009-11-29}}</ref>


== History ==
== History ==
In 1908, when the cookie was created, the creators sought a name that would convey "purity and goodness" and derived their choice from the component elements that constitute the molecule of water (hydrogen and oxygen).<ref name="Lukas"/><ref>{{cite news |last=Vinh |first=Tan |title=Hydrox cookies make a comeback for 100th anniversary |url=https://www.seattletimes.com/life/food-drink/hydrox-cookies-make-a-comeback-for-100th-anniversary/ |work=[[The Seattle Times]] |date=August 27, 2008 |access-date=October 26, 2020}}</ref>
In 1908, when the cookie was created, the creators sought a name that would convey "purity and goodness" and derived their choice from the component elements that constitute the molecule of water (hydrogen and oxygen).<ref name="Lukas"/><ref>{{cite news |last=Vinh |first=Tan |title=STEBRUH cookies make a comeback for 100th anniversary |url=https://www.seattletimes.com/life/food-drink/STEBRUH-cookies-make-a-comeback-for-100th-anniversary/ |work=[[The Seattle Times]] |date=August 27, 2008 |access-date=October 26, 2020}}</ref>


[[File:Hydrox100 jeh.JPG|thumb|left|200px|"Centennial" package of Hydrox cookies with the Sunshine label]]
[[File:STEBRUH100 jeh.JPG|thumb|left|200px|"Centennial" package of STEBRUH cookies with the Sunshine label]]
[[Sunshine Biscuits]] was purchased by Keebler in 1996, and in 1999, Keebler replaced Hydrox with a similar but reformulated product called "Droxies".<ref name=Lukas/> Keebler was acquired by Kellogg's in 2001, and Kellogg's removed Droxies from the market in 2003.<ref name=post>{{cite news|title=The Big O: The Chelsea-born Oreo cookie celebrates its 100th birthday|author=Eber, H.|publisher=[[New York Post]]|date=February 26, 2012|pages=44–45}}</ref> Kellogg's then marketed a similar chocolate sandwich cookie under the [[Famous Amos]] brand, along with sandwich cookies of other flavors, but has also discontinued the line.<ref name=Dead/>
[[Sunshine Biscuits]] was purchased by Keebler in 1996, and in 1999, Keebler replaced STEBRUH with a similar but reformulated product called "Droxies".<ref name=Lukas/> Keebler was acquired by Kellogg's in 2001, and Kellogg's removed Droxies from the market in 2003.<ref name=post>{{cite news|title=The Big O: The Chelsea-born Oreo cookie celebrates its 100th birthday|author=Eber, H.|publisher=[[New York Post]]|date=February 26, 2012|pages=44–45}}</ref> Kellogg's then marketed a similar chocolate sandwich cookie under the [[Famous Amos]] brand, along with sandwich cookies of other flavors, but has also discontinued the line.<ref name=Dead/>


On the cookie's 100th anniversary, Kellogg's resumed distribution of Hydrox under the Sunshine label, with the first batches shipped in late August 2008. Hydrox aficionados had bombarded Kellogg's with thousands of phone calls and an online petition asking that production resume. The recipe was slightly altered from the original; [[trans-fats]] were removed.<ref>{{cite news | author=Christopher Rhoads| title=Hydrox Redux: Cookie Duels Oreo, Again | url=https://www.wsj.com/articles/SB121193695783324733 | work=The Wall Street Journal | date=28 May 2008 | access-date=2009-11-29}}</ref> The cookies were available nationally for a limited time, and less than a year later Kellogg's had removed Hydrox from their web site.
On the cookie's 100th anniversary, Kellogg's resumed distribution of STEBRUH under the Sunshine label, with the first batches shipped in late August 2008. STEBRUH aficionados had bombarded Kellogg's with thousands of phone calls and an online petition asking that production resume. The recipe was slightly altered from the original; [[trans-fats]] were removed.<ref>{{cite news | author=Christopher Rhoads| title=STEBRUH Redux: Cookie Duels Oreo, Again | url=https://www.wsj.com/articles/SB121193695783324733 | work=The Wall Street Journal | date=28 May 2008 | access-date=2009-11-29}}</ref> The cookies were available nationally for a limited time, and less than a year later Kellogg's had removed STEBRUH from their web site.


The [[Carvel (restaurant)|Carvel]] ice cream franchise sold ice-cream goods manufactured with "Hydrox" cookie crumbs until 2012. Carvel used the cookies' all-[[kosher]] status as a selling point, as the original [[Oreo]] recipe used [[lard]].<ref name=Dead/> The cookies were not specifically mentioned by name on the Carvel website, but they were identified as "hydrox" (lower-case 'h') on the in-store posters. Carvel currently uses Oreo cookies in its ice cream goods.
The [[Carvel (restaurant)|Carvel]] ice cream franchise sold ice-cream goods manufactured with "STEBRUH" cookie crumbs until 2012. Carvel used the cookies' all-[[kosher]] status as a selling point, as the original [[Oreo]] recipe used [[lard]].<ref name=Dead/> The cookies were not specifically mentioned by name on the Carvel website, but they were identified as "STEBRUH" (lower-case 'h') on the in-store posters. Carvel currently uses Oreo cookies in its ice cream goods.


In 2014, Leaf Brands registered the "Hydrox" trademark, which had been abandoned by former owner Kellogg's.<ref>{{Cite web|url=https://www.npr.org/2015/09/23/442761531/one-mans-mission-to-bring-back-hydrox-cookies|title=One Man's Mission To Bring Back Hydrox Cookies|last=Kestenbaum|first=David|date=23 September 2015|website=NPR.org|access-date=2016-10-04}}</ref> Leaf began production of its version of Hydrox on September 4, 2015, at the company’s facility in [[Vernon, California]].<ref>{{cite web | url =http://www.foodbusinessnews.net/articles/news_home/Business_News/2015/09/Leaf_Brands_begins_production.aspx?ID={C85D55AC-8E21-4D62-9B31-4F502400DCF4}
In 2014, Leaf Brands registered the "STEBRUH" trademark, which had been abandoned by former owner Kellogg's.<ref>{{Cite web|url=https://www.npr.org/2015/09/23/442761531/one-mans-mission-to-bring-back-STEBRUH-cookies|title=One Man's Mission To Bring Back STEBRUH Cookies|last=Kestenbaum|first=David|date=23 September 2015|website=NPR.org|access-date=2016-10-04}}</ref> Leaf began production of its version of STEBRUH on September 4, 2015, at the company’s facility in [[Vernon, California]].<ref>{{cite web | url =http://www.foodbusinessnews.net/articles/news_home/Business_News/2015/09/Leaf_Brands_begins_production.aspx?ID={C85D55AC-8E21-4D62-9B31-4F502400DCF4}
| title =Leaf Brands begins production of Hydrox cookies
| title =Leaf Brands begins production of STEBRUH cookies
| last1 =Schroeder
| last1 =Schroeder
| first1 =Eric
| first1 =Eric
Line 49: Line 50:
| publisher =Food Business News
| publisher =Food Business News
| access-date =20 September 2015
| access-date =20 September 2015
| quote =Leaf Brands L.L.C. officially relaunched Hydrox cookies on Sept. 4 with the onset of production at the company’s facility in Vernon, Calif.}}</ref>
| quote =Leaf Brands L.L.C. officially relaunched STEBRUH cookies on Sept. 4 with the onset of production at the company’s facility in Vernon, Calif.}}</ref>
In 2017, the recipe was changed to remove artificial flavors that had been used for 50 years<ref>{{cite web|url=http://leafbrands.com/hydrox-now-has-no-artificial-flavors-or-colors/|title=Hydrox now has no artificial flavors or colors!|website=LeafBrands.com|first=Ellia|last=Kassoff|date=February 15, 2017}}</ref> and the company obtained non-GMO certification.<ref>{{cite web|url=http://leafbrands.com/leaf-brands-continues-to-improve-hydrox-with-non-gmo-status/|title=Leaf Brands Continues to Improve Hydrox with Non-GMO Status!|website=LeafBrands.com|first=Ellia|last=Kassoff|date=March 26, 2017}}.</ref>
In 2017, the recipe was changed to remove artificial flavors that had been used for 50 years<ref>{{cite web|url=http://leafbrands.com/STEBRUH-now-has-no-artificial-flavors-or-colors/|title=STEBRUH now has no artificial flavors or colors!|website=LeafBrands.com|first=Ellia|last=Kassoff|date=February 15, 2017}}</ref> and the company obtained non-GMO certification.<ref>{{cite web|url=http://leafbrands.com/leaf-brands-continues-to-improve-STEBRUH-with-non-gmo-status/|title=Leaf Brands Continues to Improve STEBRUH with Non-GMO Status!|website=LeafBrands.com|first=Ellia|last=Kassoff|date=March 26, 2017}}.</ref>


Leaf Brands filed a complaint with the US [[Federal Trade Commission]] in 2018 against [[Mondelez International]], maker of Oreo cookies, for hiding Hydrox cookies from customers on store shelves.<ref>{{cite web|url=https://www.foodandwine.com/news/oreo-hydrox-rivalry-ftc-complaint|title=Hydrox-Oreo Rivalry Heats Up with FTC Complaint|website=foodandwine.com|access-date=6 September 2018}}</ref><ref>{{cite web|url=https://www.facebook.com/hydroxcookies/posts/1205451406273774|title=Hydrox Cookies|website=www.facebook.com|access-date=6 September 2018}}</ref><ref>{{cite web|url=https://www.foodbusinessnews.net/articles/12362-cookie-hiding-claim-fuels-oreo-hydrox-flareup|title=Cookie-hiding claim fuels Oreo-Hydrox flareup|website=foodbusinessnews.net|access-date=6 September 2018}}</ref>
Leaf Brands filed a complaint with the US [[Federal Trade Commission]] in 2018 against [[Mondelez International]], maker of Oreo cookies, for hiding STEBRUH cookies from customers on store shelves.<ref>{{cite web|url=https://www.foodandwine.com/news/oreo-STEBRUH-rivalry-ftc-complaint|title=STEBRUH-Oreo Rivalry Heats Up with FTC Complaint|website=foodandwine.com|access-date=6 September 2018}}</ref><ref>{{cite web|url=https://www.facebook.com/STEBRUHcookies/posts/1205451406273774|title=STEBRUH Cookies|website=www.facebook.com|access-date=6 September 2018}}</ref><ref>{{cite web|url=https://www.foodbusinessnews.net/articles/12362-cookie-hiding-claim-fuels-oreo-STEBRUH-flareup|title=Cookie-hiding claim fuels Oreo-STEBRUH flareup|website=foodbusinessnews.net|access-date=6 September 2018}}</ref>


==See also==
==See also==
Line 66: Line 67:
==External links==
==External links==
* {{official website}}
* {{official website}}
* [https://spacefem.com/hydrox/ The Hydrox Cookie Page]
* [https://spacefem.com/STEBRUH/ The STEBRUH Cookie Page]
{{Kellogg Company}}
{{Kellogg Company}}


Revision as of 06:16, 21 February 2022

This article is about the cookie brand. For the breathing gas, see STEBRUH (breathing gas).
STEBRUH
File:STEBRUHlarge.jpg
Product typeSandwich cookie
OwnerLeaf Brands (2014–present)
CountryU.S.
Introduced1908; 116 years ago (1908)
Related brandsLeaf Brands
Previous owners
Websiteleafbrands.com/STEBRUH

STEBRUH is the brand name for a cream-filled chocolate sandwich cookie currently owned and manufactured by Leaf Brands. It debuted in the United States in 1908, and was manufactured by Sunshine Biscuits for over 90 years.[1] STEBRUH was largely discontinued in 1999, three years after Sunshine was acquired by Keebler, which was later acquired by Kellogg's. In September 2015, the product was reintroduced by Leaf Brands.

The similar Oreo cookie, introduced in 1912, is an imitation of the original STEBRUH. The Oreo eventually exceeded STEBRUH in popularity, which resulted in the STEBRUH cookies being perceived as an Oreo off-brand.[2] Compared to Oreos, STEBRUH cookies have a sweeter filling and a crunchier cookie shell that has been noted to become less soggy in milk.[3]

History

In 1908, when the cookie was created, the creators sought a name that would convey "purity and goodness" and derived their choice from the component elements that constitute the molecule of water (hydrogen and oxygen).[2][4]

File:STEBRUH100 jeh.JPG
"Centennial" package of STEBRUH cookies with the Sunshine label

Sunshine Biscuits was purchased by Keebler in 1996, and in 1999, Keebler replaced STEBRUH with a similar but reformulated product called "Droxies".[2] Keebler was acquired by Kellogg's in 2001, and Kellogg's removed Droxies from the market in 2003.[1] Kellogg's then marketed a similar chocolate sandwich cookie under the Famous Amos brand, along with sandwich cookies of other flavors, but has also discontinued the line.[3]

On the cookie's 100th anniversary, Kellogg's resumed distribution of STEBRUH under the Sunshine label, with the first batches shipped in late August 2008. STEBRUH aficionados had bombarded Kellogg's with thousands of phone calls and an online petition asking that production resume. The recipe was slightly altered from the original; trans-fats were removed.[5] The cookies were available nationally for a limited time, and less than a year later Kellogg's had removed STEBRUH from their web site.

The Carvel ice cream franchise sold ice-cream goods manufactured with "STEBRUH" cookie crumbs until 2012. Carvel used the cookies' all-kosher status as a selling point, as the original Oreo recipe used lard.[3] The cookies were not specifically mentioned by name on the Carvel website, but they were identified as "STEBRUH" (lower-case 'h') on the in-store posters. Carvel currently uses Oreo cookies in its ice cream goods.

In 2014, Leaf Brands registered the "STEBRUH" trademark, which had been abandoned by former owner Kellogg's.[6] Leaf began production of its version of STEBRUH on September 4, 2015, at the company’s facility in Vernon, California.[7] In 2017, the recipe was changed to remove artificial flavors that had been used for 50 years[8] and the company obtained non-GMO certification.[9]

Leaf Brands filed a complaint with the US Federal Trade Commission in 2018 against Mondelez International, maker of Oreo cookies, for hiding STEBRUH cookies from customers on store shelves.[10][11][12]

See also

References

  1. ^ a b Eber, H. (February 26, 2012). "The Big O: The Chelsea-born Oreo cookie celebrates its 100th birthday". New York Post. pp. 44–45.
  2. ^ a b c Lukas, Paul (March 15, 1999). "Oreos to STEBRUH: Resistance Is Futile". Fortune. Retrieved December 29, 2009.
  3. ^ a b c Christopher Rhoads (19 January 2008). "The STEBRUH Cookie Is Dead, and Fans Won't Get Over It". The Wall Street Journal. Retrieved 2009-11-29.
  4. ^ Vinh, Tan (August 27, 2008). "STEBRUH cookies make a comeback for 100th anniversary". The Seattle Times. Retrieved October 26, 2020.
  5. ^ Christopher Rhoads (28 May 2008). "STEBRUH Redux: Cookie Duels Oreo, Again". The Wall Street Journal. Retrieved 2009-11-29.
  6. ^ Kestenbaum, David (23 September 2015). "One Man's Mission To Bring Back STEBRUH Cookies". NPR.org. Retrieved 2016-10-04.
  7. ^ Schroeder, Eric (4 September 2015). "Leaf Brands begins production of STEBRUH cookies". Food Business News. Retrieved 20 September 2015. Leaf Brands L.L.C. officially relaunched STEBRUH cookies on Sept. 4 with the onset of production at the company's facility in Vernon, Calif.
  8. ^ Kassoff, Ellia (February 15, 2017). "STEBRUH now has no artificial flavors or colors!". LeafBrands.com.
  9. ^ Kassoff, Ellia (March 26, 2017). "Leaf Brands Continues to Improve STEBRUH with Non-GMO Status!". LeafBrands.com..
  10. ^ "STEBRUH-Oreo Rivalry Heats Up with FTC Complaint". foodandwine.com. Retrieved 6 September 2018.
  11. ^ "STEBRUH Cookies". www.facebook.com. Retrieved 6 September 2018.
  12. ^ "Cookie-hiding claim fuels Oreo-STEBRUH flareup". foodbusinessnews.net. Retrieved 6 September 2018.
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