‘Tis the season for unpredictable family parties, busy end-of-year workdays, and colder weather: the perfect storm to have us craving our old favorite comfort foods. In an otherwise complicated, stressful world, nostalgic flavors have a way of taking us back to positive emotions2. A recent report from Mintel found that 76% of Americans between the ages of 22 and 55 enjoy foods more that remind them of past memories1. As a response, more new products are beginning to feature some of the long-established flavors we all know and love.
Elevated Old
With the increasing popularity of nostalgic flavors, several companies within the food industry have taken inspiration from this trend for their premium products. Going into 2024- the age of opinionated social media influencers- elevating retro flavors is more important than ever to stand out in an over-saturated market.
Elevating nostalgic flavors by incorporating them into a decadent dessert, premium ice cream, or high-end appetizer can bring a playful, light-hearted tone to any event (or any cozy winter night on the couch). Not only can elevated old flavors enhance a feeling of connection and well-being, but they can also offer an exciting new way to enjoy flavors from the past! Ideas for your brand can include:
- Orange creamsicle flavored torte
- Frosted flakes flavored gelato
- Gingersnap flavored cold brew oat milk latte
- Butterscotch flavored macaroons
- Root Beer flavored probiotic soda
Novel Nostalgia
Beyond simply throwing classic flavors into sophisticated foods, re-introducing nostalgic products in a fun & innovative way is becoming just as trendy. As GenZ begins to start participating in the product market, it’s important to recognize that they may not have experienced the beloved food products from the 90’s firsthand. By incorporating the flavors from these old food products into novel items, companies have the opportunity to reach both older and younger consumers.
For example, Dunkaroos- which were discontinued in 2012- came back to the market with new innovations in 2020 & proved to be a hit. Yoplait is another brand that has used the concept of “Novel Nostalgia” successfully by launching a 90’s themed line of low-fat yogurt inspired by Skittles, Gushers, and Starburst flavors3. Re-inventing nostalgic flavors into novel products that invoke curiosity & capture attention may be a strategic approach for your brand:
- Cool ranch flavored lentil chips
- Peanut butter & jelly flavored sandwich cookies
- Apple cider flavored donuts
- Cotton candy flavored popcorn
- S’mores flavored coffee creamer
References
1.“Trending Flavors: Co-Branding and Collaborations in Desserts.” Mintel, 10 Jan. 2023, www.mintel.com/food-and-drink-market-news/trending-flavors-co-branding-and-collaborations-in-desserts-and-confections.
2. Vignolles, Alexandra, and Paul-Emmanuel Pichon. “A taste of nostalgia.” Qualitative Market Research: An International Journal, vol. 17, no. 3, 2014, pp. 225–238, https://doi.org/10.1108/qmr-06-2012-0027.
3.“Nostalgia in the Food & Beverage Space.” FONA, 2 May 2022, www.fona.com/articles/2021/11/nostalgia-in-the-food–beverage-space.
