At Newman’s, our philosophy is captured in three simple words: Taste the Magic.

It’s a phrase that speaks to the rich, delightful quality of every product we create. For us, “magic” is not about superstition or trickery, no. It is about a genuine belief in the sudden, stunning moments when the ordinary is shattered and the impossible becomes real.

There are some moments that have really gotten us to experience this kind of magic.

In 2005, the UEFA Champions League Final in Istanbul provided one of sport’s greatest examples. AC Milan was cruising with a 3–0 lead over Liverpool by halftime. For millions watching around the globe, the game was over, the result decided. Yet, inspired by spirit and sheer refusal to quit, Liverpool launched a sensational comeback, scoring three goals in a dramatic six-minute flurry to draw level. They went on to win the trophy on penalties. It wasn’t just a comeback; it was a moment built on unwavering belief. It was Magic!

The 2012 London Summer Olympics delivered a similar moment of magic. The Men’s Marathon was expected to be a showdown between the world’s established long-distance giants. Instead, a little-known runner from Uganda, Stephen Kiprotich, shocked everyone. He ran a perfectly executed, fearless race to cross the finish line first and claim the gold medal. For Uganda, which hadn’t won Olympic gold since 1972, this victory was the impossible becoming possible for an entire nation. The unexpectedness, the courage, the outcome—it was all truly Magical!

These incredible moments—of defying the odds and achieving the utterly unexpected—are the true heart of our mantra. The magic!

When you reach for a Newman’s product, our hope is that as you break into the bag and taste your first bite, you will have a moment of pure joy as you experience the flavor of our product. Our hope is that in that moment, everything around you will pause for a moment as you take it all in – that it will be Magic with every bite.

It is this mantra that keeps us on our toes, ensuring the very best quality through every process of every product. We want to give you that reliable moment of simple perfection to fuel your own extraordinary effort.

So, go ahead. Taste the Magic!

You deserve that moment of extraordinary quality to help you conquer the impossible in your own life.