I saw this article online about the removal of the "fig" from the Fig Newton cookies. The following  reasons for the removal of the fig are quoted from the article:

1. "A Kraft executive admitted to The New York Times that 'it was going to be hard for us to advance the Newtons brand with the baggage of the fig.' Why baggage? Some consumers saw figs as a “geriatric” fruit. Apparently, it reminded others of prunes. The Grub Street blog put it bluntly: Figs were “too laxative-y.'"

2. "Stone adds that, thanks to the popularity of flavored waters, consumers expect fruit flavors and combos to be way sexier than just fig.

'You’ve got flavors like mango-strawberry and grape-lime—all sorts of things that are catching on,” he said. “You have to have a contemporary feel, and I’m not sure if figs fit into that.'"

The article can be found at: http://www.adweek.com/news/advertising-branding/kicking-figs-out-fig-newtons-158308

Thoughts?

I always said that fig newtons were a disgrace to figs

I have NEVER liked Fig Newtons! ewww. all that sandy feel under my teeth, yuck!

Gosh.. I love fig newtons. In fact making some homemade ones is one of the first things I plan to do with excess figs - hopefully this year.

As for removing the fig from newtons, that's too bad - it's a tradition. I've tasted apricot 'newtons' which are quite good however. Why can't Kraft make many flavors?

So there won't still be a regular fig newton anymore? I do know a lot of older people that love their fig newtons. I don't see why they can't just make them better using figs.

I for one won't miss them. They disgrace figs.
"gene"

I , personally, don't think FIG Newton will ever disappear from the market but they definitely need variety if they want to expend the Newton Market. Now imagine all the possibilities wrapped in Newton...yumm...

From Wikipedia:

Who cares what the dumbies Nabisco think, I've been buying off brand fig cookies for some time. In a year or two I will have enough figs growing I won't need the buy those silly cookies anymore.

The worst part of fig newtons is the dry cookie.

I don't like Fig Newtons.

Read the article more closely.   They are not removing the fig fruit from fig newtons....they are removing the fig NAME from the package, they will just be called Newtons.    The ingredients will stay exactly the same for the normal cookies i'm sure as it is a good seller.    I'm with Gina I like them.  Homemade ones are so much better though.  And as Harvey said if you get a package where the outer cake is dry?  Yuck.  

They are apparently not aware of the surge of interest in figs. It's true though, many people think of fig newtons as a laxative cookie for older folks. I do like them, but any time I talk with someone who hasn't had a fresh fig, they immediately think fig newtons, which we all know is worlds away in flavor, texture, and moistness.

Mike in Hanover, VA

Blasphemy! 

I am ready to boycott  Nabisco.

Actually how many folks have told you they don't like figs until you gave them a fresh one?  Seems they often reply is they expected it to taste like a Newton. Maybe It's a good thing for the fig Image. Maybe we should have asked them years ago to quit using it.