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From limited-edition packaging to the revival of long-forgotten flavours, food and drink companies are finding that the past can be a powerful tool for future growth. In this feature, Tom Ellis and Liz Thompson of Brand Genetics explore how nostalgia is shaping consumer behaviour – and why it’s fast becoming one of the industry’s most valuable strategies.

Nostalgia isn’t just a feeling; it’s a force. From soda cans and pizza boxes to ’90s mascots and retro packaging, F&B brands are rediscovering the power of memory to drive emotional connection, consumer engagement and commercial success. As shoppers seek out tastes and experiences that spark joy, they’re embracing nostalgia in ways that are reshaping the industry.

Recent campaigns and product revivals demonstrate the significant impact this strategy can have. For example, McDonald’s reintroduced Happy Meals for adults, complete with retro toys redesigned by streetwear brand Cactus Plant Flea Market.

The limited-time campaign sold out quickly, boosted in-store traffic by over 30% and generated viral buzz, proving that adults still crave childhood joy. Pizza Hut launched an AR Pac-Man game on its boxes, blending 1980s nostalgia with modern tech. The result? Strong online engagement and an 8% increase in same-store sales.

Cadbury celebrated its 200th anniversary by releasing Dairy Milk bars in vintage wrappers and relaunching a discontinued fan-favourite bar. The nostalgic packaging sparked emotional responses, strong engagement and positive PR, reinforcing the brand’s timeless appeal.

It’s not just the big players either. UK’s Waitrose recently reported a surge in demand for retro classics like Arctic roll, pineapple upside-down cake, chocolate fondant, Capri Sun, Ambrosia custard and Pot Noodles. Ocado noted a similar trend, with sales of '90s crisp flavours like Smith’s crispy bacon Frazzles and salt and vinegar Chipsticks jumping nearly 50% year-on-year.

Even alcopops, those pre-mixed alcoholic drinks that defined the 90s, are making a comeback. Brands like Hooch, Reef, Smirnoff Ice and Bacardi Breezer are returning to shelves, driven by nostalgia and a renewed appetite for flavoured convenience.

The question now is, why is nostalgia working so well in today’s age?

The psychology of nostalgia

More than a sentimental longing, nostalgia can be used as a psychological tool that influences behaviour in powerful ways. It makes people more open to change, more social and more willing to spend. The same brain regions that help us recall past memories also facilitate the imagination of future events, thereby fostering a more optimistic outlook. This optimism makes consumers more receptive to new products and experiences.

Revisiting shared memories makes people feel less isolated and more empathetic, enhancing their ability to connect with others – and with brands. It’s as if reminiscing trains our social 'muscle,' making us more adept at giving and receiving support.

And then there’s the 'nostalgia effect': people literally value money less when they’re feeling nostalgic. Across six experiments, nostalgic participants paid higher prices and parted with their cash more easily because the warm sense of connectedness trumped monetary caution. The emotional reward of nostalgia reduces price sensitivity and increases willingness to pay.

From a communications standpoint, nostalgia is a relatability rocket. Research from Kantar shows that 92% of people feel nostalgia makes an advert more relatable, yet only 3% of ads use it. Nostalgia adds a personal layer that makes the ad feel like an extension of the viewer’s own past, elevating likeability, brand attitude, and conversion metrics like purchase intent and repeat buy.

So what? Key lessons for brands

Nostalgia is a fascinating trend because it simultaneously influences all three behavioural DNA elements: Drivers (emotional comfort and belonging), eNablers (challenging times and digital media cues), and Abilities (like confidence and stress-coping). This makes it a powerful strategic tool – but only if used wisely.

Just having heritage doesn’t guarantee emotional resonance. Food and beverage brands keen to lean into nostalgia must apply the critical skills of audience insight and creative thinking to win in an increasingly crowded space.

Here’s how:

Anchor to what is truly remembered. Reviving brand heritage assets can boost consumers’ ‘self-continuity’ – building reassurance and trust. But it’s not enough to mine your archives. You must revive the assets your audience remembers and attaches meaning to, connecting it to how they experienced the brand.

Blend old and new ('newstalgia'). Nostalgia is about connecting past, present and future. Build cultural currency and stay relevant for Gen Z and Millennials by pairing retro cues with a contemporary twist – think flavour upgrades, better nutrition and brand collaborations.

Trigger multisensory memory flashes. Sensory cues are the fastest route to triggering memories and that 'warm glow' purchase effect. Nostalgia is strongest when multiple senses fire – especially taste and aroma, but also sound, design and packaging texture.

Make it shareable and social. Nostalgia has strong roots in social connectedness. People love bonding over shared memories, especially with food and drink. Invite consumers to share their own stories, fuelling user-generated content to multiply reach and credibility.

Use nostalgia and scarcity to justify a premium. Nostalgic sentiment combined with scarcity intensifies the feeling of 'it’s now or never to own a piece of my past'. This reduces price sensitivity by up to 60%. Limited editions and exclusives can strengthen nostalgia-driven willingness to pay.

Link to comfort-seeking moments. Tough times heighten the pull of familiar indulgences. Deploy nostalgic SKUs or campaigns when consumers need emotional relief – during cold months, exam seasons or late-night snacking.

Looking ahead

Nostalgia can be a commercial shortcut to greater relevance, enhanced loyalty, and a price premium – if it is authentic (rooted in your true history and customer experiences), refreshed (updated for today’s tastes and values) and social (sparks stories consumers want to share and connect with).

When brands use nostalgia as a way to shape the entire customer experience – not just as a decorative nod to the past – they can turn initial attention into larger baskets and repeat purchases. In a world that’s increasingly seeking comfort, connection and meaning, nostalgia isn’t just a passing trend; it’s a strategy with lasting impact.