Designed to meet the surging consumer demand for clean, accessible, on-the-go nutrition, a range of new poultry-based meat snacks will be hitting shelves at Target.
The refreshed packaging marks a major milestone, the first update in over 20 years for the category leader, arriving alongside bold flavor innovation and a continued commitment to protein-forward snacking.
Having rolled out nationwide in May 2026, the updated design brings a modern, vibrant expression to NEWTONS packaging while continuing to spotlight the fig cookie bar that generations of fans know and love.
Instead of photography, the design leans on illustration, which gives the brand room to show its warmth and “fiesta spirit” while honoring the traditional masa-making process.
The rebrand addresses a fundamental challenge of translating the Otoki story for a global audience by honoring its roots while inviting a whole new generation to the table.
The proprietary, patented packaging uses a clean, white chipboard base paired with a clear, 360° viewing window that allows shoppers to see the quality of the beef from every angle, delivering immediate clarity in a competitive category where nutrition cues matter more than ever.
During the six months following the launch, sales grew more than 61% compared to the same period during the prior year, despite the fact that the fruit-snack category was nearly flat overall (0.4% growth).
