Newtons (cookie)

A plastic tray of Fig Newtons

The Fig Newton is a brand of fig bar (in Europe, fig roll), pastry filled with fig jam. A trademarked product of Nabisco, Fig Newtons in their modern form originated in the United States and have since spread across the world. Their unusual shape is a characteristic that has been adopted by many competitors, such as the generic fig bars sold by most supermarkets, and Newman's Own Fig Newmans (an organic variety).

History

The modern version of the fig bar was created in 1891 by Charles M. Roser of the Kennedy Biscuit Company, a Massachusetts-based bakery. It is named for the city of Newton, Massachusetts. The Kennedy Biscuit Company merged with other regional bakeries in 1898 to form the National Biscuit Company, which later became Nabisco.

Varieties

Nabisco makes several varieties of the Newton, including Strawberry and Raspberry, in addition to the original Fig. The Fig Newton also comes in a 100% whole grain variety and a fat-free variety (also available in "snack and seal" packaging). Fig Newton Minis have also been introduced. The fig bar is the company's number-three seller at more than 700 billion bars a year. Originally, the bars were to be named "fig in the roll," but the company soon realized that it would be too long to put on a wrapper. The bars were then re-branded "fig rolls."

Advertising and popular culture

In the 1950s, for Saturday morning television, advertisements featured a cowboy singing, "Yer darn tootin', I like Fig Newtons."

In the 1970s, Nabisco ran a tremendously popular advertising campaign for the Fig Newton. The commercials featured actor James (Jimmy) Harder dressed like a fig. At the conclusion of the song, he struck the "Fig Newton Pose", leaning forward and balancing on his left foot, with arms spread and right leg raised behind him.

When Grape Newtons were introduced in the wake of Cherry, Blueberry, and Apple (which came several years earlier), a chimpanzee appeared on the commercial, and the song "Yes, We Have No Bananas" played to the chimp's consternation.

American advertisements have most frequently featured a narrator with a British accent and other European themes, presenting the pastry as an elegant, sophisticated "adult" sweet that would appeal to the upper classes, rather than as a kiddie lunchbox snack. In the 1980s, Nabisco again produced a popular advertising slogan:

A cookie is just a cookie, but a Newton is fruit and cake.

In 2006, the brand's push was centered on the claim that a Fig Newton contained more fruit than a Nutri-Grain bar.

In the 2006 film, Talladega Nights: The Ballad of Ricky Bobby, the titular character sells his windshield on his NASCAR stock car in order to make more money. Thus, a big Fig Newtons sticker was placed on his windshield. He is quoted as saying "This sticker is dangerous and inconvenient, but I do love Fig Newtons."

In 2007, they used the slogan "The cookie that thinks it is a fruit" to advertise Fig Newtons. To further complicate this identity crisis, the packaging of Newtons state, "Fruit Chewy Cookies". This has led branding experts to question whether or not such a dramatic departure from its well known brand is a wise decision.

In 2009, singer Pat Benetar gave away Fig Newtons to fans who appeared at her Summerfest concert. Unfortunately, however, an unreleased number of people were seriously injured when the Fig Newton Cannon backfired, coating the immediate vicinity with delicious filling and carbon dioxide.

See also

• Jaffa Cake

External links

• Fig Newton Jingle at NabiscoWorld.com
• Short Biography of Charles Roser, who may have developed the baking process for the Fig Newton
• 21st Century Fig Festival - a comparison of fig rolls