Two years ago we profiled Ellia Kassoff, the mad genius who seems intent on bringing back every brand that you ever said “remember when…” about. He has already resurrected Hydrox, the original sandwich cookie, but he’s also been battling Macy’s for several years over a slew of trademarks for stores Macy’s acquired and shut down. Today, Kassoff says he’s reached a deal with the department store giant that will allow him to try to breathe new life into several long-dead retail brands. [More]
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Man Who Resurrected Hydrox Can Now Bring Jordan Marsh, Bullock’s, May Company Brands Back To Life
By 2.26.16
The Mad Genius Behind The Rebirth Of Hydrox, Astro Pops And Maybe Marshall Field’s
By 6.14.14
We’ve all felt the sting of losing a beloved brand when a company goes out of business, stops making your favorite candy or gets sold off bit by bit to the highest bidder. But what if you could resurrect those treasured relics of days gone by and bring them back anew? And how would it even be possible? [More]
Hydrox Cookies Are Dead
By 1.23.08
In 2003, without warning or announcement, Kellogg Co. killed off the cookie — by then rechristened Droxies — after failing to gain ground against the dominant Oreo, one of the country’s best-selling snack foods.
