October 08, 2025
Newton cookies, universally known for their distinctive fig filling, are more than just a treat; they are a piece of American culinary history, a product born of late 19th-century innovation that has endured for over a century. Their story is a fascinating tale of ingenuity, business acumen, and constant adaptation to evolving consumer tastes.
The Origins: An Idea and a Revolutionary Machine
The story of the cookies we know today as "Newtons" begins in the 1890s, a time of great industrial boom in the United States. An Ohio baker and inventor named Charles M. Roser had the ingenious idea of creating a cookie with a fig jam filling. Figs, at that time, were valued for their nutritional properties and were believed to promote good health and digestion.
However, Roser's genius didn't lie solely in the filling recipe. The real challenge was how to mass-produce a cookie with such a unique filling without it spilling out during baking. The solution to this problem came in the form of an invention patented by Roser himself: a machine capable of extruding the cookie dough and the fig filling simultaneously, creating a long cylinder of filled dough that could then be cut into individual portions.
The Commercial Birth: The Kennedy Biscuit Company and the Name "Newton"
With his recipe and revolutionary machine, Roser approached the Kennedy Biscuit Company, a bakery based in Cambridge, Massachusetts. The company saw the product's potential and in 1891 bought the recipe from Roser. That's how they began mass-producing "Fig Newtons."
Contrary to popular belief, which associates the name with the famous scientist Sir Isaac Newton, the biscuit's name has a much more local origin. The Kennedy Biscuit Company had a habit of naming its products after nearby towns and cities. Thus, the new fig-filled biscuits were named after the city of Newton, Massachusetts.
The success of Fig Newtons was almost immediate. The combination of a soft cookie and a sweet, fruity filling proved to be a hit with the public, quickly establishing itself as a popular product in the region.
This fig tree couldn't care less about ordinary fig bars. These figs are ripening into beauties, becoming plump and juicy. Their natural fig flavor is destined for moist fig jam, the kind that stays double-wrapped fresh in Newtons biscuits. And only in Fig Newtons. (These figs are far too picky for your average fig bars.) So, if you think ordinary fig bars taste like FIG NEWTONS, you're barking up the wrong tree.
The Nabisco Era and the Consolidation of an Icon
At the end of the 19th century, the biscuit industry in the United States was undergoing a process of consolidation. In 1898, several bakeries, including the Kennedy Biscuit Company, merged to form the National Biscuit Company, which would later be known simply as Nabisco.
Under the Nabisco umbrella, Fig Newtons achieved nationwide distribution, becoming a staple in homes across the country. Production skyrocketed, and by the 20th century, millions of these crackers were being manufactured annually. For decades, the classic Fig Newton with its fig filling was a mainstay in Nabisco's portfolio.
Evolution and Adaptation: Beyond the Fig
As time passed and consumer tastes evolved, Nabisco began experimenting with new flavors. In the 1980s, new filling varieties were introduced, such as raspberry, strawberry, blueberry, and cinnamon apple, seeking to attract a wider audience and offer more options.
This move toward diversification culminated in a significant change in 2012. Nabisco, aiming to position the brand as a general fruit cookie and not just a fig cookie, decided to drop the word "Fig" from the name. From then on, the product was simply called "Newtons." This marketing strategy sought to reflect the variety of fruit fillings the brand offered.
The Current State: A Reinvented Classic
Today, Newtons crackers remain a popular product, although their perception has changed over time. What was once considered a healthy snack now competes in a market saturated with other snack options. The brand, under the umbrella of Mondelēz International (Nabisco's parent company), has continued to innovate with the introduction of formats such as "Newtons Fruit Thins" and "Fig Newton Minis."
Despite name changes and the introduction of new flavors, the original fig-filled version remains the most iconic and beloved by many. For some nostalgic consumers, the taste and texture of the cookies have evolved over time, sparking debate about whether the current recipe stays true to the original.
However, the story of fig-filled Newton cookies is a testament to innovation and adaptability. What began as an ingenious solution to a production problem in a small Massachusetts bakery became a cultural phenomenon and a product that has sweetened the lives of generations, securing its place in food history.
The successors to Newton in the Age of Mindful Snacking
The legacy of Fig Newton lies not only in its own enduring history but also in how it laid the groundwork for the fig to become a star ingredient in the snacking world. However, in recent decades, the concept of "snack" has undergone a profound transformation. Driven by increased awareness of health, nutrition, and "clean" ingredients, modern consumers have sought alternatives that move away from processed flour and added sugars. It is in this new landscape that the fig, thanks to its natural sweetness, texture, and nutritional profile, has experienced a resurgence, starring in a new generation of bars and snacks.
The Philosophy of Simplicity: That's It.
One of the most direct and minimalist responses to the demand for healthy snacks is the brand That's It. Its philosophy is based on radical transparency: each bar contains only two ingredients, fruit and more fruit. Its popular Apple + Figs bar is the perfect antidote to the long and complicated ingredient lists of processed products.
Unlike a Newton, which is essentially a baked biscuit with a cooked filling, That's It. bars contain no grains, added sugars, or preservatives. They are vegan, gluten-free, and presented as a serving of real fruit in a convenient format. The texture is dense and chewy, quite different from the softness of a Newton biscuit. Here, the fig flavor isn't jam, but rather the concentrated puree of the fruit itself, offering a more direct and less artificially sweet experience. They represent the evolution of the fruit snack toward its purest and most unadulterated form.
The "Raw" Revolution: Nakd and the Raw Bars
Another brand that has capitalized on the popularity of figs is the British company Nakd . Their products fall into the "raw" bar category, meaning that their ingredients are not subjected to high temperatures during processing, in order to preserve their nutrients as much as possible.
Nakd bars, like their "Figgy Pudding" variety or those that combine fig with other nuts, use a base of cold-pressed dates and walnuts, to which they then add fig and other natural flavors. The result is a dense, energizing snack with a sweetness that comes exclusively from the fruit. Like That's It., they are vegan, gluten-free, and have no added sugar.
The contrast with Newton is striking. While Nabisco's cracker belongs in the cookie and pastry aisle, Nakd bars are firmly positioned in the healthy and functional food aisle. Their popularity demonstrates a paradigm shift: snacking is no longer just a treat, but a source of energy and "clean" nutrition for an active lifestyle.