The largest biscuit competitor in the USA, Hydrox, is experiencing a sales boom after switching to non-GMO

The largest biscuit competitor in the USA, Hydrox, is experiencing a sales boom after switching to non-GMO

Renowned American cookie brand Oreo is a top seller with nearly $700 million in sales for Nabisco in 2017. However, the famous treat's health risks, particularly due to its GMO content and a high concentration of Monsanto's controversial glyphosate, are raising concerns among health-conscious consumers. In this regard, Hydrox, Oreo's main competitor, has taken a significant step forward by switching to non-GMO ingredients, potentially signaling a positive shift in industry standards.

Hydrox's groundbreaking step: switching to GMO-free production

When Oreo's long-time competitor Hydrox announced its plan to exclude GMO ingredients from its product formulation in 2017. This change was further highlighted with new labels. On March 14 of this year, Hydrox became the first national sandwich cookie brand to receive non-GMO certification.

“I am thrilled and honored to be outperforming Oreo® as consumers demand clean labeling for their food. “I don’t think Oreo® would increase their costs for using high quality ingredients like we do,” Ellia Kassoff from Leaf Brands said confidently.

Subsequently, Hydrox decided to ban artificial flavors from its popular sandwich cookies and announced on July 8 that the cookies were now vegan.

History and vision of Hydrox

Hydrox has been around since 1908 and while it doesn't make the top ten best-selling cookies in the US, it is known for its similarity to the well-known Nabisco brand. Interestingly, the Hydrox sandwich cookie was released four years before Oreo, in 1912.

Currently, Hydrox is looking to expand its market share by offering a non-GMO product, especially given the growing sales trend in this category.

"Many of America's leading ice cream producers, bakeries and confectionery manufacturers are considering replacing their current cookies with our non-GMO 'clean label' Hydrox. We see this as a growing market trend," said Garvey Daniels, VP of Sales at Leaf Brands, in a press release.

"While Mondelez focuses on cost reduction with Oreo, our priority is to produce a premium cookie. The increasing demand for crushed Hydrox in the foodservice and industrial sectors is an indicator of our success. We plan to launch mini Hydrox cookies, which are expected to be available in stores in 2018," Daniels added.

The success of Hydrox after the GMO-free transition

Hydrox took the No. 1 spot as the #1 new sandwich cookie on Amazon.com in December 2017 when the company began selling its updated version, demonstrating the benefits of switching to non-GMO products and eliminating Monsanto ingredients. The company's aspirations to switch to organic ingredients in the future remain hopeful.

At the same time, the company introduced its crushed cookie, Non-GMO Base Cake, and announced that its products would be sold in Cracker Barrel stores nationwide last April as a natural alternative to Oreos.

According to the Quality Assurance & Food Safety website, Hydrox sales saw a 40% increase in 2017.

“The new Hydrox® cookie stays true to its roots from 1908 to 1999, retaining its rich chocolate flavor, crispy cookie crunch and distinctive, less sweet character,” the company’s press release states. “Hydrox is made with REAL cane sugar and contains no hydrogenated oils, artificial flavors or colors.”

While the impact of Hydrox's move to non-GMO products on Oreo's large market share is still uncertain, continued sales growth could ultimately attract Nabisco's attention.

Oreo recently faced negative press when it was revealed that its cookies contained glyphosate at levels of 289.47 ppb, posing a potential human health risk at just 0.1 ppb.

Hydrox may also contain traces of glyphosate as it is not organic. However, this move toward non-GMOs is relatively unusual in the packaged food industry and could spur necessary changes if Hydrox continues to thrive.

Oreo's rival Hydrox is embarking on a GMO-free journey

Hydrox, the inventor of sandwich cookies, has officially switched to non-GMO ingredients. This decision was announced in March 2018 and came into force on April 1st.

As the first national sandwich cookie brand to introduce non-GMO products, Hydrox responded to increasing consumer preference for non-GMO products.

“We are committed to providing our consumers with a non-GMO option,” said Ellia Kassoff, CEO of Leaf Brands, which owns Hydrox. “We believe this is the right step for our consumers and the environment.”

Hydrox's move to non-GMO is indicative of a broader trend in the food industry. More consumers want non-GMO products, leading companies to offer more non-GMO options.

In a recent survey, 73% of consumers expressed concerns about GMOs in their food, while 44% said they would be more inclined to purchase a product labeled as non-GMO.

The move to non-GMO is a positive development for Hydrox as it can help attract new customers and increase market share.

Consumers choose non-GMO products for several reasons:

• Der Glaube, dass GVO für den menschlichen Verzehr unsicher sind.
• Bedenken, dass GVO die Umwelt schädigen könnten.
• Der Wunsch, den ökologischen Landbau zu unterstützen.

Regardless of the reason, demand for non-GMO products is surging and Hydrox is well positioned to capitalize on this trend.

Implications for Oreo

While Oreo is the top-selling cookie in the U.S., Hydrox is on the rise, and the move to non-GMO cookies could give Hydrox an edge.

Oreo has not yet announced any plans to transition to non-GMO products. However, the company is likely watching Hydrox closely. If Hydrox's sales continue to rise, Oreo could be forced to adjust.

Hydrox's move to non-GMO is a significant development for the company as it could attract new customers and expand market share, putting pressure on Oreo to make a similar change.

For more information on the impact of Hydrox's move to non-GMO products and clean labeling trends, see this press release. For more details on the Monsanto glyphosate controversy, see this link.

Sources: