By CHARLES FERRUZZA
Only a handful of grand mansions remain on Armour Boulevard, which was once lined with the homes of the city's movers and shakers. Meatpacking mogul Kirkland B. Armour lived on the boulevard (which is named for his oldest brother Simeon Armour). Also living on Armour were dentist M.C. Carpenter (father of iconic film star Jean Harlow), Abraham Judah, manager of the Grand Opera House and the legendary bakery giant Jacob Loose.
The 99-year-old mansion -- now used as a rental facility for parties and receptions -- that was once occupied by Jacob and Ella Loose still stands regally on the once-glamorous boulevard. Ironically, the Loose mansion outlasted one of the greatest innovations of the Sunshine Biscuit Company (the brand name of the products made by the Loose-Wiles Biscuit Company): one of the most popular cookies ever, the Hydrox, "America's first creme-filled chocolate sandwich cookie."
The Hydrox cookie, first sold in 1908, was named after the chemical elements, hydrogen and oxygen, that combine to make pure water. The company's executives, including Loose, thought the name evoked purity. True, it wasn't the most sexy or melodic-sounding name, but the unique cookie was successful enough that a competitor, the Oreo, was introduced by Nabisco four years later. The Oreo -- which did have a sexy, melodic-sounding name -- also had a somewhat sweeter chocolate cookie wafer and a creamier filling. In large part due to Nabisco's massive marketing of its cookie line, Oreos went on to become the best-selling cookie in America.
The Hydrox lived on until 1999, when its owner, Keebler (which purchased Sunshine in 1996) discontinued the Hydrox, "reformulated" the recipe and re-introduced the product as "Droxies." After Keebler was purchased by Kellogg's in 2001, even the Droxies crumbled and were taken off the market two years later.
But wait! Loyal fans of the Hydrox pestered Kellogg's enough to bring back the Hydrox -- temporarily, at least, in "limited edition" packaging to celebrate the 100-year anniversary of the cookie. The Hydrox Web site reveals that Kellogg's received 1,300 phone inquiries, 1000 signatures on a petition "and countless online Web postings" insisting that the Hydrox return to store shelves.
But will Hydrox live on after the supplies of the limited edition packages are gone? We'll all have to see how this cookie story crumbles.
Comments (0)