EAST HANOVER, NJ — Transparency in the snack aisle is vital as consumers take their time and make purchases based on nutrition and value. To catch their scrutinizing eye, packaging needs to display the goods front and center.
With clearer, more concise labeling, Mondelez International’s NEWTONS brand is putting the power in consumers’ hands. The updated design brings a modern, vibrant feel to the packaging while spotlighting the nutritional info shoppers want to see at first glance.
Larger imagery and a big typeface display Newtons’ signature product — fig-based cookie bars — in a new light, highlighting the main draw, “Made With Real Figs.”
“For more than 130 years, Newtons has been a cherished cookie bar that people come back to time after time,” said Caroline Suppiger, brand manager for Newtons at Mondelez 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 refreshed visual identity also reflects the brand’s efforts to modernize and stay relevant in a changing snack landscape.
“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,” Suppiger said.
The cookie bars are available in a variety of formats, including Fig Newtons, Strawberry Newtons, Fat Free Newtons, and Whole Grain Newtons. Consumers can find the products in their updated wrapping now at retailers nationwide.
