Eating habits are undergoing a metamorphosis, but nostalgia remains a constant as consumers make their way through the grocery aisle and CPG brands are paying attention.
Whether it’s due to longing for a different time or remembering a childhood treat discontinued decades ago, those all but forgotten formulations and flavors are reappearing through baked goods, candies and even long-lost beverages.
The nostalgia craze is driven in part by social media, according to the Innova Market Insights report “Colorful and Whimsical Flavor Trends in the US & Canada.”
Flavors like cotton candy are elevated by TikTok and Instagram posts that provide “visually striking, nostalgic offerings that appeal to consumers looking for a mix of comfort and excitement in their food and beverages.”
“A significant number (44%) of consumers in the US and Canada say traditional and nostalgic flavors influence their food and beverage choices. Consumers seek comfort in nostalgic flavors reimagined with vibrant, colorful twists,” the report noted.
Old-fashioned donuts
Nostalgia goes hand in hand with the Little Debbie snack cakes, and the brand’s owner, McKee Foods, is betting on it with its Chocolate Old Fashioned Donuts.
The classic bakery-style donut’s successful launch last summer earned the brand a permanent place in the Little Debbie portfolio, the company said.
“We saw an incredible response to the Old Fashioned Donut we introduced last year. We’re doubling down on what works and giving both loyalists and new fans an irresistible reason to head back to the store,” said Little Debbie Brand Manager Scott Brownlow.
The treat “captures the nostalgia of a traditional cake donut, all finished with a sweet, signature glaze,” according to McKee.
Reese’s with a twist
Hershey is capturing the nostalgia of childhood lunches with two new flavors for its Reese’s Peanut Butter Cups.
The Reese’s Marshmallow Cup and Reese’s PB&J Cup are both limited-time offerings that “offer a playful, elevated take on classic combinations with a distinctly Reese’s-style twist.”
“Somewhere between childhood and adulthood, lunch lost its magic,” said Reese’s Senior Brand Manager Melissa Blette. “Reese’s is here to shake things up and bring the fun back with a bold, signature combination that is unmistakably Reese’s. We took flavors people grew up loving and combined them with our iconic peanut butter cup, because if you’re going to do lunch, you might as well do it the Reese’s way.”
The product launch comes about a week after Hershey announced plans to return to its classic milk and dark chocolate recipes, following customer backlash for using chocolate compound coating, a chocolate substitute made from cocoa powder.
Jolt Root Beer
Consumers can get a double-dose of nostalgia with Redcon1’s release of Jolt Root Beer cola.
The new product comes less than a year after Redcon1 relaunched Jolt, the classic high-caffeine soda from the 1980s.
Redcon1 said the nostalgic cola is performing exceptionally in retail outlets and outselling three of the largest national energy drink brands.
“The response to our relaunch proved that the market was ready, not just for nostalgia, but for a functional energy cola that actually delivers,” said Redcon1 CEO Aaron Singerman. “Root Beer is the natural next step for us: it’s a beloved, classic flavor that we’ve reimagined with Jolt’s signature kick.”
Smucker fruit spreads
Smucker is giving its classic fruit spreads a new look, but in the spirit of nostalgia, not straying too far from its unmistakable gingham pattern and homespun label design.
In March, The JM Smucker Co said it was the first redesign of its label in nearly three decades. While the product stays the same, Smucker said the new packaging “feels brighter, bolder and more expressive.”
The redesign aims to give the jams and jellies the same appeal on a charcuterie board as it does for flavoring a plain yogurt bowl.
“This redesign was about honoring the Smucker’s brand’s most iconic assets and evolving them with modern intention,” said Dayna Lewallen, senior design manager, creative and design at The JM Smucker Co.
