Vienna Fingers have been a beloved cookie in the United States since the early 20th century. Known for their light, crispy texture and vanilla flavor, Vienna Fingers are a classic sandwich-style cookie made with two delicate wafers filled with a sweet cream filling. For decades, Vienna Fingers had the same iconic look – elongated and oval-shaped cookies with a ridge down the center. However, in recent years, fans of Vienna Fingers began noticing a change in the appearance of the cookies. Instead of the traditional elongated shape, many Vienna Fingers today are more rounded and stubby looking. This significant change to a nostalgic product has left many Vienna Fingers devotees wondering: why did Vienna Fingers change their shape?
History of Vienna Fingers
Vienna Fingers were first created in the early 1900s by the National Biscuit Company (now known as Nabisco). The original recipe was for a crispy, vanilla flavored cookie sandwich filled with a cream center. The cookies were hand-cut into an oblong, finger-shaped form. The name Vienna Fingers was chosen as a nod to Vienna, Austria, which was considered a refined European city associated with elegance and quality.
For several decades, Vienna Fingers maintained this consistent, iconic elongated shape. Generations of Americans grew up enjoying Vienna Fingers as an afternoon snack or dessert. The cookies became a lunchbox and bake sale staple, beloved for their crunchy texture that gave way to a smooth, sweet cream center. For many, Vienna Fingers’ distinctive shape was as important to the experience as their signature flavor.
When the Changes Began
In the late 1990s and early 2000s, long-time fans of Vienna Fingers began noticing a difference in how the cookies looked. Instead of the traditional long, slim shape, many Vienna Fingers had taken on a shorter, rounder, almost stubby form. The change was not immediate, but rather gradual over the course of a few years. Some packs of Vienna Fingers contained mostly original shapes while others contained more of the new shapes. By the mid 2000s, the vast majority of Vienna Fingers being produced had the noticeably altered form.
Devoted Vienna Fingers consumers took to the internet to discuss the change and speculate on why Nabisco would alter such an iconic cookie. Many loyal fans made it clear that they were not pleased with the new shape, insisting the original long form was superior. The rounded shape became a hot topic of debate on snack food blogs and message boards. However, Nabisco did not issue any public statement explaining the reasons behind the abrupt design change.
Possible Explanations
Without an official explanation from Nabisco, Vienna Fingers aficionados have been left to develop their own theories for why the shape was changed after so many years of consistency. Here are some of the potential reasons behind the Vienna Fingers transformation:
Increased Manufacturing Efficiency
One of the more logical explanations for the new shape is that it allows for more efficient high-speed manufacturing. The original hand-cut elongated shape required precision. With machines mass-producing the cookies, it may have been easier and more cost-effective to produce a rounder, stubbier shape from dough that is mechanically stamped out. This could allow more Vienna Fingers to be made per batch, increasing profit margins.
Use of Different Ingredients
Slight changes to the ratios of ingredients in Vienna Fingers over the years may have also impacted the baking process, making the dough less conducive to rising and setting in an oblong shape. More sugar or a different shortening or leavening agent could result in a different cookie texture.
Prevent Breakage and Crumbling
The new shape may reduce breakage during shipping and storage. The elongated form was quite fragile and prone to snapping if not handled carefully. A shorter, more compact shape may have been intended to give the cookies more structural integrity and prevent crumbling.
New Baking Methods
The way Vienna Fingers are baked and cooled after removing from the oven can directly influence their final shape. Changes to baking time, temperature, or cooling process could all affect how the cookie dough spreads and sets.
Consumer Research on Preferred Shape
Focus groups or consumer surveys may have indicated modern purchasers prefer a rounder, more bite-sized shape over the classic elongated form. Nabisco may have changed the design simply to meet current consumer demands, despite backlash from long-time fans.
Distinguish from Generic Brands
Altering the distinctive shape may have been an attempt to differentiate Nabisco’s Vienna Fingers from the dozens of generic, store brand cookie sandwiches that copied the original slender shape. A new form would set Nabisco’s version apart visually.
Impact on Sales and Brand Loyalty
Changing an iconic product always runs the risk of decreasing consumer satisfaction and sales. While some embraced the new Vienna Fingers as an evolution of the brand, a vocal contingent of loyalists insisted the new shape was inferior.
Some fans claimed they would no longer purchase Vienna Fingers, either switching to other brands or abandoning the cookies altogether. However, despite a few consumer complaints, Vienna Fingers have continued to be one of Nabisco’s top selling cookies. The change does not seem to have impacted overall sales significantly.
Still, altering such a beloved nostalgic brand can gradually deteriorate brand loyalty over time. Even those not terribly troubled by the new shape expressed disappointment or confusion over why Nabisco would tamper with a classic. The change damaged the company’s reputation with some veteran cookie enthusiasts.
Should Vienna Fingers Return to their Origins?
The shape change begs the question – should Vienna Fingers return to their original form to restore brand trust and satisfy consumer demand? Some argue restoring the elongated shape would demonstrate Nabisco values customers and respects Vienna Fingers’ heritage. It could rebuild brand loyalty among dissatisfied veteran fans.
However, reversing changes made for efficiency and modern manufacturing may not be practical. Nabisco would have to retool equipment and adjust recipes – likely a major expense and disruption. Plus, consumers new to the brand in recent years have no attachment to the old shape. For them, the current stubby form is normal.
Perhaps the best compromise would be for Nabisco to offer a “retro” or “original” line of Vienna Fingers for limited runs or special promotions. This could allow fans to enjoy the classic shape again and fuel nostalgia, while regular Vienna Fingers remain unchanged. Promoting the originals as a special edition could generate buzz and revenue while not upending the full product line permanently.
Conclusion
While Nabisco has not addressed the reasons behind the Vienna Fingers transformation, it likely came down to manufacturing and business factors like efficiency, ingredients, and consumer preferences. The iconic cookie’s shape changed gradually over the course of the early 2000s. Many devout fans have mourned the loss of the original long, elegant form, insisting the new stubby shape is inferior. However, sales do not seem to have declined significantly despite some consumer complaints.
The company could consider bringing back the old design for special occasions to restore goodwill and give classic cookie lovers a taste of nostalgia. But a full return to the old shape after so many years is unlikely. Instead, Vienna Fingers will probably continue to be produced in their current rounder shape that allows high-speed production. Though it changed a cherished brand, the new form satisfies contemporary shoppers. For better or worse, this contemporary Vienna Finger is here to stay.
| Decade | Vienna Fingers Shape |
|---|---|
| Early 1900s | Elongated, oblong |
| 1910s to 1990s | Elongated, oblong |
| Late 1990s to mid 2000s | Gradual change to shorter, rounder shape |
| Mid 2000s to Today | Shorter, rounder shape |