Kraft introduces Newtons Fruit Thins
by Eric Schroeder
EAST HANOVER, N.J. — Kraft Foods Inc. has launched Newtons Fruit Thins. The thin, crispy cookies are made with fruit and contain 8 grams of whole grains per serving.
“This is a new day for Newtons,” said Tara Rutan, brand manager for Newtons. “People who love Newtons will tell you real fruit is one of the reasons this cookie is so unique. We’re delighted to build upon that heritage with Newtons Fruit Thins.”
Newtons Fruit Thins are available in the following varieties:
•Cranberry Citrus Oat: A blend of cranberries, natural citrus flavor and whole grain oats in a thin and crispy cookie.
•Blueberry Brown Sugar: Blueberries, brown sugar and whole grains come together in a thin and crispy cookie.
•Fig & Honey: Figs, sweet raisins, a touch of honey and whole grains blended into a thin and crispy cookie.
•Chocolate Raspberry: Raspberries blended with a touch of chocolate and whole grains to form a thin and crispy cookie.
Kraft said the product launch is part of a broader effort to reinvent the Newtons brand. To support the launch of the line, Kraft plans to roll out a new brand logo across all Newtons products and packaging graphics that celebrate its fruit heritage.
In addition, Newtons will have a television advertising campaign featuring the voice of Susan Sarandon, the film and television actress.
This marks the second product “reinvention” Kraft has undertaken with a cookie brand in the past month. Earlier, Kraft reintroduced the SnackWell’s brand of products with new items and a fresh focus on advertising to weight-conscious women.