Fig Newtons get a new name
The plump fruit is on the outs as Nabisco tries to increase sales of the cookie line.
It is at Nabisco, a unit of Kraft (KFT), where the famous Fig Newtons cookies have lost part of their name. They are simply called Newtons now.
The fig is still inside the cookie -- in three versions, including original and fat-free. Other versions include strawberry, raspberry and minis.
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Why the name change? The cookie had been losing sales and market share, The New York Times reports. Nabisco wanted to know why and started asking consumers.
As it turned out, a lot of people just hate figs. One executive at Kraft told the Times about the "baggage of the fig."
"For people who loved us, there was heritage there, and they had eaten them most of their lives," the brand manager for Newtons told the Times. "But the opposite was true with the people that didn't love us -- they knew the brand as Fig Newtons, but they really disliked figs."
So a name change was in order. It isn't so much a change as a reversion to the original name. The first Fig Newtons were created in 1891 at Kennedy Biscuit Works in Cambridge, Mass. The cookie was named the Newton after a nearby town. The cookie didn't become the Fig Newton until later, and the new name was trademarked in 1914.
Now the sales slump is over. A new line of crisp cookies called Newtons Fruit Thins is a success, and Newtons have a 3.2% share of the American cookie market, the Times reports. Early last year, fig versions grabbed 75% of the sales in the Newton line. Now they get only 60% as the other flavors shine.
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They are not losing sales because of the word "Fig" - Duh!! I hate figs, but love, absolutely LOVE fig newtons. What has happened is they are not stuffed with filling like they used to be. And, the outer crust is not as sweet. They just aren't fun anymore. Everyone is skimping on ingredients now-a-days. That is the problem in a lot of snack items. Take cup cakes - yuckko!! And Twinkies - yuckko!! The flavor is gone - nothing like I remember as a kid. They are cheap versions of what used to be an amazing, mouth-watering treat.
Wake up big business.
As it turned out, a lot of people just hate figs.
I've eaten Fig Newtons all my adult life...that's a long time. My son was eating them too. That is until they began making them in Mexico. I've changed to Little Debbie's and Paul Newman's. Make them in America again and I'll buy them again.
Guess you didn't ask the right people. I never heard of a survey with regard to your 'changes', but I don't take much credence in surveys anyway...never seem to ask the right people.
Oh, and those Fruit Thins...LOL...air.
Yep....Now made in Mexico where only the company benefits from the lower costs to make them. Also adding the fact that when you produce a product outside the United states, say goodby to the high standards that made consumable products safe. I use to eat them regularly, but no more and haven't for awhile. Nor do I buy other goods taken from the states and produced in third world countries. They just have red flags written all over them.
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