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).
Sold in more than 2,600 stores nationwide, initially, customers will see the brand’s new look on the salsas and in-store materials, and on the tortilla strips’ packaging in the fall.
Key to this refresh, Jameson makes a small but noteworthy evolution in how it tells its story by proudly anchoring the brand to its home in Midleton, County Cork, for the first time on pack.
