The nostalgia economy: how throwback food is making a comeback
In an era defined by rapid change and a constant flood of new products, a surprising truth has emerged: sometimes the most successful innovation is a return to the past. Retro sweets, familiar flavours and old-school packaging that makes you feel nostalgic are all the rage. How is this trend impacting the ranges appearing (or re-appearing) on supermarket shelves?
Welcome to the past:
Many consumers feel the modern world is a little… off-kilter. Against a backdrop of a fast-moving world cloaked in uncertainty, it’s no surprise that we’re craving something that feels safe and familiar.
Brands have noticed, and they’re leaning on familiar favourites over innovation to capture our hearts, our attention, and our wallets. From Burger King digging out old logos, to Nestlé bringing back the iconic Caramac, old is the new “new”. This is the Nostalgia Economy – and nowhere does it hit harder than in food and drink; one bite, one sip, and suddenly you’re transported back to a simpler time.
Research backs this up: a 2023 study found that nostaligia-driven marketing can boost purchase intention. Nostalgia works because it taps into memories, making our purchasing decisions more meaningful, tugging on heart strings.
The psychology of flavour: why our brains crave the past
Food memories are a powerful beast. They’re tied to our senses and are a handy shortcut to our emotions. The old saying, “the way to a person’s heart is through their stomach,” isn’t wrong—and here’s why. Psychologists have long studied food nostalgia, finding that it serves as a “cultural balm” in times of stress. It evokes positive emotions, combats anxiety, and even fosters social connections. All of which converts to buying intent in the world of food and drink.
Crafting the perfect comeback story
As proven by the Oasis reunion, comebacks land in a way that nothing new can. They play on nostalgia, loyalty, and the thrill of “I was there when it returned.” Brands operate on the same principle: a well-timed comeback can generate way more buzz than a brand-new launch.
When consumers feel a brand is listening, they become its biggest cheerleaders. For example, the return of Milky Way Crispy Rolls and the limited re-release of Opal Fruits created an authentic, earned-media frenzy. It’s a calculated move that turns customer loyalty into viral marketing. McDonald’s has perfected this with its legendary McRib. It’s not just a menu item; it’s a seasonal pilgrimage. The hype around its limited availability creates instant FOMO, turning casual curiosity into a mad dash through the drive-through before it’s gone.
@ericroberts44 They are back!
But comebacks don’t always land. Remember the rerelease of Crystal Pepsi or Cadbury’s short-lived recipe changes? If nostalgia feels forced, or if the product no longer tastes the way people remember, the backlash can be louder than the applause. The magic lies in timing and authenticity. Miss those, and the whole thing risks looking like a cheap trick.
The business case for looking back
Launching something new is hard. It’s costly and, without the right PR and marketing campaign, it can very easily slip under the radar.
In stark contrast, reviving a classic product offers a unique advantage. It’s a move that taps directly into the collective consciousness, bypassing the need for extensive education and persuasion. The narrative is already written. The emotional hooks are already in place.
However, the smartest brands go one step further: they don’t just bring back old hits, they seed the products and campaigns people will one day feel nostalgic for. In other words, they are not only cashing in on the past… they are also engineering the future.
To learn more about how you can harness upcoming trends in the Food & Drink industry, head to our Food & Drink PR sector page.