The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

It’s safe to say the first half of this decade has been characterised by unpredictability. From the disruption of Covid-19 to inflation, global conflicts and ongoing supply chain challenges, the world has been in a constant state of flux – leaving many of us craving stability and comfort in the familiar.

In this landscape, nostalgia has emerged as a powerful trend, offering consumers the reassuring sense of familiarity they seek. In the F&B industry, the desire for flavours that evoke cherished memories or simpler times has grown stronger, providing an anchor in a world of ongoing change and chaos.

A comforting taste of yesteryear

At the core of this growing trend is the desire to tap into emotions tied to childhood, family moments and cherished experiences. For many, certain flavours have the power to transport them to a time when life felt simpler and food was a source of comfort.

Nostalgic flavours are offering brands the chance to merge familiarity with innovation, creating products that provide warmth and reassurance while meeting the modern demand for quality and variety. Flavours such as childhood classics like bubblegum, chocolate orange, strawberry milkshake and even bakery aromas like fresh-baked cinnamon rolls are experiencing a revival across multiple sectors.

Reviving flavours in the beverage sector

The beverage sector has been particularly adept at capitalising on nostalgia. Flavours that once dominated the fizzy drinks aisle or were synonymous with childhood indulgence are reappearing in fresh, contemporary formats.

A perfect example is Coca-Cola's launch of a brand-new flavour innovation in the US and Canada: Coca-Cola Orange Cream, available in both full-sugar and zero-sugar formats.

PepsiCo introduced retro-inspired flavours, such as the return of Pepsi Blue, offering a blast of blue raspberry, which sends fans back to the early 2000s. The brand also recently launched two Pepsi zero sugar drinks in two flavours: Strawberries ‘N’ Cream and Cream Soda, as well as a permanent Wild Cherry 'N' Cream flavour.

Additionally, Dr Pepper's limited-edition Zero Sugar Cherry Crush aimed to capitalise on the growing demand for flavoured carbonated beverages, particularly during the Valentine's Day shopping period.

The trend also extends to energy drinks, where brands like Monster have launched nostalgic flavours, such as Monster Energy Ultra Violet with its berry-sweet taste, evoking memories of a bygone era.

Functional energy drink brand Celsius Holdings launched a new flavour in its Celsius Vibe line, named Celsius Retro Vibe. The flavours are described as a nostalgic blend featuring tangy raspberry, orange and lime, reminiscent of classic sherbet. This new offering seeks to appeal to consumers' desire for unique taste experiences that evoke memories of simpler times.

SunSip by Health-Ade introduced two new prebiotic soda flavours: Dr Bubbles, a cherry-vanilla blend with a hint of spice, and Cream Soda, a classic vanilla with caramelised notes. Each can is naturally sweetened, contains 6g of sugar or less, and includes prebiotics, vitamins and minerals.

At the beginning of February, Danone North America and Dunkin’ unveiled a limited-edition s’mores-flavoured creamer. The creamers are described as ‘velvety smooth,’ creamy foam toppers that can be layered on top of coffee for an indulgent experience at home. The s’mores-flavoured creamer combines the popular flavours of chocolate, toasted marshmallows and graham crackers.

For alcoholic beverages, nostalgic flavours are turning up in everything from vintage-inspired cocktails to limited-edition canned cocktails.

Brands such as Smirnoff and Bacardi have tapped into this trend with drinks flavoured like Pink Lemonade, reminiscent of those summer barbecues and family picnics. On the more adventurous side, limited-edition gin infusions have been launched with unique throwback flavours, including Tutti Frutti and Fruit Salad.

Cutwater introduced a limited-time Strawberry White Russian, blending its vodka and coffee cream liqueur with the natural sweetness of strawberries – just in time for Valentine's Day. It can be enjoyed straight from the can or with garnishes like sliced strawberries and chocolate shavings for extra indulgence.

Reaching into snacks and confectionery

Nostalgic flavours are not just a beverage phenomenon – they’re also having a significant impact on snacks and confectionery. Take the launch of Lays ‘Flavours of the Past’ range, which brings back classic snack flavours such as Cheddar & Sour Cream and French Onion. Brands like Pringles have done the same, reintroducing flavours from decades ago, such as Sour Cream & Chive and Pizza.

Confectionery has also embraced this trend, with Cadbury and Nestlé resurrecting classic chocolate bars, such as Caramel Nibbles and Toffee Crisp, in response to consumer nostalgia for the sweets they loved as children. Jelly Belly, a favourite in the jelly bean sector, has even expanded its range with limited-edition flavours like Root Beer Float and Cotton Candy, offering a sugar-filled taste of the past.

On the healthier side, brands like Kellogg’s and Nature Valley have rolled out ‘nostalgic’ granola bars with flavours like Peanut Butter Chocolate and Apple Cinnamon, tapping into the growing demand for nostalgic comfort with a more wellness-conscious twist.

UK cake brand Mr Kipling released a new four-pack tart format with Strawberries & Cream and Birthday Cake flavours. The Birthday Cake tarts feature a vanilla sponge, plum and raspberry jam filling, fondant icing and rainbow sprinkles, while the Strawberries & Cream tarts consist of a strawberry and cream sponge, strawberry jam layer and fondant icing with red sprinkles.

Seven Sundays introduced Little Crispies, a gluten-free cereal made with sorghum, a protein-rich grain that uses less water than rice or corn. With no refined sugar or fillers, the crisps come in three nostalgic flavours: Honey Almond, Cocoa Crunch and Cinnamon Toast. The company said: "Remember those weekend mornings, glued to cartoons with a big bowl of crispy cereal?"

For Harry Potter fans, Keebler, in partnership with Warner Bros Discovery Global Consumer Products, introduced a limited-edition Harry Potter Butterbeer Fudge Stripes cookies product. While Goldfish launched a Limited-Edition Butterbeer Flavored Grahams, with rich butterscotch and creamy vanilla notes, these magical treats capture the Butterbeer flavour fans know and love.

How to capitalise on the nostalgia trend

Nostalgia flavours offer an excellent opportunity for F&B manufacturers to capitalise on consumers’ emotional connections to food. To make the most of this growing trend, manufacturers can consider these strategies:

Reintroduce classic flavours: Many classic flavours are begging to be brought back. By revamping popular offerings from the past, brands can quickly reignite consumer interest, particularly for those looking for a taste of their childhood.

Create limited-edition flavours: Offering nostalgic flavours in a limited-time format creates a sense of urgency and excitement, encouraging consumers to stock up while they can.

Leverage nostalgia-driven packaging: Packaging plays a crucial role in reinforcing the nostalgic element. Retro-inspired designs, throwback logos and vintage aesthetics can amplify the emotional appeal of a product.

Offer modern twists on familiar flavours: While consumers love the comfort of nostalgia, they also seek something new. By adding a modern twist, such as healthier ingredients or unexpected pairings, brands can appeal to both nostalgic cravings and contemporary tastes.

Tap into generational demand: Different generations respond to different nostalgic flavours. Baby boomers may gravitate towards flavours that evoke memories of their childhood, while Gen Z might lean towards flavours that remind them of early 2000s experiences.

Most popular nostalgic flavours

🧙‍♂️🍺Butterbeer – Inspired by the iconic drink from the Harry Potter universe, this flavour blends rich butterscotch with hints of vanilla, offering a comforting, magical treat.

🍑🥧Peach cobbler – A classic dessert flavour that evokes memories of home-baked goods, often paired with cinnamon, vanilla, and a touch of nutmeg.

🍞🍯Cinnamon toast – A warm, sweet blend of cinnamon sugar, reminiscent of childhood breakfasts and after-school snacks.

🎂🎉Birthday cake – Sweet vanilla cake with frosting, often featuring sprinkles or other celebratory touches, evoking memories of birthday parties and festive moments.

🍪🔥Graham cracker – A staple in s’mores and classic desserts, this flavour brings back the warmth of family gatherings and campfires.

🍁🥞Maple syrup – A nostalgic taste tied to cozy mornings and breakfast routines, often paired with pancakes or waffles.

🍫🥣Cocoa pebbles (or similar chocolate cereals) – A throwback to childhood cereals, with the comforting sweetness of chocolate and crunch.

🍏🥧Apple pie – This flavour combines the sweetness of baked apples with the warmth of cinnamon and nutmeg, evoking family dinners and holiday traditions.

🍓🍰Strawberry shortcake – A flavour with layers of sweet strawberries, cream, and cake, recalling memories of summer picnics and celebrations.

🍫🍬Chocolate fudge – A rich, indulgent flavour that takes people back to decadent homemade desserts or classic candy bars.

🍋🥤Lemonade – A refreshing, tangy flavour that evokes memories of hot summer days and childhood lemonade stands.

🍮🍬Caramel – Sweet, buttery caramel often brings to mind childhood treats like caramel popcorn or candy bars.

🍍🎂Pineapple upside-down cake – A retro dessert flavour that mixes tropical pineapple with rich, caramelised brown sugar and a moist cake base.

🔥🍫S’mores – The combination of toasted marshmallows, graham crackers and melted chocolate evokes memories of camping trips and bonfires.

🍌🍞Banana bread – A beloved comfort food flavour, banana bread brings memories of home-baked treats and family gatherings.

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