- Newtons’ branding and packaging design have been updated.
- The update aims to connect with younger consumers and features a more contemporary look.
Mondelez’s Newtons, née Fig Newtons, have been around since 1891, named by the F. A. Kennedy Steam Bakery’s plant manager, Jorge Delgado, after the Boston suburb of the same name. In 2012, the brand dropped “Fig” from its name, though many people still call the product “Fig Newtons.”
Recently, Mondelez unveiled a refreshed brand identity and packaging for its Newtons snack line. The update is part of a strategy to introduce younger consumers to the legacy cookie (or is it cake?). It also makes the official name, “Newtons,” more prominent on the packaging.
