Links Hydroxcookies.com CBS "Early Show" New York Stock Exchange

Our U.S. Snacks business is officially welcoming back Hydrox - the original crème-filled, chocolate sandwich cookie - on Thursday, August 21, with a day full of special events in New York City.

The festivities begin Thursday morning on CBS-TV's "Early Show," which will feature an interview with Brad Davidson, President, Kellogg North America. He will talk about the beloved cookie's unprecedented reintroduction - just in time for its 100th anniversary - and how it's the result of a "Bring Back Hydrox" campaign driven by impassioned consumers.

Then the three winners of a recent online contest searching for America's biggest Hydrox fans will join Brad in serving cookies and milk to members of the show's studio audience.

The Hydrox segment is currently scheduled to air live between 8 a.m. and 8:15 a.m. Eastern Daylight Time Thursday. Given the unpredictability of live television, however, it could occur anytime during the program, which airs from 7 a.m. to 9 a.m. EDT - so set your VCR or DVR to record the entire show. In case you miss it, we'll provide video of the segment Friday here on Kellogg Today.

At 11:30 a.m. on Thursday, Brad and the Hydrox brand team are hosting a 100th anniversary milk-and-cookies celebration at Big Daddy's Diner, a retro Manhattan eatery that evokes memories of the classic diner cars of yesteryear.

They'll be joined by the contest winners and Kim Burton, a 27-year-old aircraft engineer who spearheaded the grass-roots, online consumer campaign to bring back Hydrox. They'll be joined by U.S. Snacks employees Mark Wagner, Executive Vice President and Chief Customer Officer; Jim Holton, Vice President, Eastern Region Sales-DSD; Kimberlee Marsh, Senior Director, Eastern Region Sales; Katy Banfield, Senior Director, Customer Marketing; and Aleta Chase, Senior Manager, Brand Marketing.

Open to the media, the event will offer guests the opportunity to be among the first to sample the new Limited Edition 100th Anniversary Hydrox cookies and help to blow out the candles on a special anniversary cake.

The grand finale of the day will take place at the New York Stock Exchange, where Brad, Mark, Jim and Aleta will ring the closing bell along with Kim and the contest winners.