Newtons launches new branding and packaging
The snack company is aiming to introduce the bar to a new generation.
Mondelēz International's Newtons brand, the cookie bar made with real fig, is introducing a refreshed brand identity and updated packaging design. Rolling out nationwide now, the updated design aims to bring a modern, vibrant expression to Newtons packaging while continuing to spotlight the fig cookie bar.
The new packaging was designed in part to help introduce the legacy brand to a new generation of Newtons consumers, the brand says. The branding refresh includes packaging with energized graphics and features an enlarged, more prominent image of the bar, allowing consumers to better appreciate the real fig filling and delicious taste that has made Newtons beloved for generations, it adds.
In addition to the larger, more vivid image of the signature Newtons bar taking center stage, "Made with Real Figs" is heavily emphasized—as are images of real figs—so consumers know they'll be biting into a bar with real fig flavor.
Research showed that consumers had a strong visual association with the brand's signature yellow packaging, so this distinctive element was deliberately maintained to ensure continuity and brand recognition, Newtons notes.
"For more than 130 years, Newtons has been a cherished cookie bar that people come back to time after time," says Caroline Suppiger, brand manager of Newtons at Mondelēz International. "The refreshed branding for Newtons brings forward the character of the brand, while making the fig-filled bar the hero. It's a way of celebrating our heritage while introducing Newtons to a new generation of fans."
The new packaging is designed to highlight Newtons signature real fig filling and soft baked texture, with bold, new design aspects that emphasize flavor and product appeal. The refreshed visual identity also reflects the brand's broader effort to stay relevant and exciting while keeping true to what has made it a favorite for decades, it says. "We did a lot of testing and research to come to a design that felt true to the long history of Newtons, highlights what's great about the bar, and gets new audiences excited," continues Suppiger.
Newtons are available in a variety of formats including Fig Newtons, Fat Free Newtons, Whole Grain Newtons, and more. Updated Newtons packaging has begun to appear on shelves at retailers nationwide across the brand's classic varieties.
Mondelēz International is on the current Snack Food & Wholesale Bakery “Top 50 Snack & Bakery Companies” list. Click here to view the current “Top 50” rankings.
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