The Hydrox Resurrection

Hidden in the trash heap of commerce there is buried treasure. Abandoned brands, even beloved, trusted brands, are waiting to be claimed and reborn. Today on the show, a man tries to build a nostalgia-fueled empire of iconic but forgotten brands. His biggest prize yet: the once-famous Hydrox cookie, it was Oreo, before Oreo existed. Can it come back? Check out this 'Planet Money' piece on Hydrox! http://www.npr.org/sections/money/2015/09/18/441546748/episode-652-the-hydrox-resurrection