Fig Newtons have always played second fiddle to Oreos, beginning when both were Nabisco products and continuing once Kraft took over Nabisco. But now it looks as though Kraft may finally have landed upon a way to spotlight the quirky Newtons family of products and lend them an identity that surely will move them out of the shadow of Oreos — as a better-for-you snack.

New TV commercials for Newtons — as Kraft now calls the cookie formerly known as Fig Newtons — show fresh strawberries, raspberries and blueberries as well as emphasize that Newtons now are made with whole grains. It's part of an effort to move beyond the cookies' original (and still-offered) fig filling.

"And now, another Newtonism," intones the voiceover in one ad, for a new triple-berry filling. "Never beat around the bush — you'll just squash the berries." The ad closes with Newtons' new tagline, "One unique cookie."Continue reading...

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