Kraft Foods also innovated within the cookie category and its own Newtons brand — now part of Kraft’s spinoff global snack business Mondelēz International — with Newtons Fruit Thins. As of 2010, cookie-eating had hit a five-year low due to consumers’ concerns over health and wellness, said Tara Rutan, brand manager, Newtons, Kraft Foods. “Driving much of these declines were Boomers aged 45-65, who, at the same time, were one of the fastest-growing consumer ...

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