How to cash in on the nostalgia trend

From rhubarb and custard to meringues and cockle-warming pies and puds, shoppers’ love for classic British fare will never truly fade away – even if its time in the sun may sometimes be clouded by innovative new trends and funky new formats. After all, these flavours have stood the test of time with good reason.

Delicious, comforting familiar has always been – and will always be – a winning recipe for sales. Despite its patchwork of international influences, some reaching back generations if not centuries, there are some flavours which shoppers consider to be resolutely British – and as such, comforting, familiar, and exactly what they want to reach for when times get a little tough (or they just fancy a hit of what they know and love best).

“Few markets possess such a rich library of codified comfort foods as the British, from regional puddings to savoury pies and biscuit culture,” says Tom Gatehouse, senior strategist at Egg Soldiers. “These flavour codes are instantly recognisable, endlessly remixable and commercially powerful. It’s escapism and a longing for comfort, familiarity and perceived simplicity, now with a sprinkling of multi-sensory memory, evoking feelings of emotional safety.”

Indeed, the uncertain times we are all experiencing may be playing a sizeable role in the growing appetite for nostalgia. “In times of increased social, economic, and technological change, consumers often look to the past for comfort, and increasingly that sentiment is showing up in what they eat and drink,” explains Jess Ryall, content and marketing executive at FMCG Gurus.

“FMCG Gurus’ insights show that traditional and nostalgic flavours hold strong appeal globally, with 57% of consumers saying nostalgic flavours are appealing in food, and similarly 60% in soft drinks. These flavours, which remind consumers of the past, are resonating because they provide familiarity, reassurance, and emotional comfort at a time when many consumers feel the pace of change in society is accelerating.”

A new approach to tradition

It’s not only a taste for tradition that’s driving the demand for classic comfort foods, says Gabriel Bray, development manager at Good Food Studio – the rise can also be described as a move against modern-day ultra-processed products.

“The trend for nostalgic food has been around for some time, driven in part by the rise in home baking and the broader search for comfort during the pandemic. More recently, it has also been reinforced by a growing consumer preference for foods that feel ‘real’ (traditional and wholesome), likely influenced by increasing awareness of ultra-processed foods. In that sense, nostalgia is no longer just about sentimentality. It is increasingly becoming a marker of quality and authenticity.

“Of course nostalgia alone is rarely enough,” he continues. “Consumers still expect a modern interpretation. Cottage cheese, for example, has reappeared through cooler brands like All Things Dairy, new formats and flavours. Similar shifts can be seen with products like premium tinned fish or high-quality pulses, where brands have taken everyday pantry staples and reframed them through a lens of provenance, heritage and quality. Companies such as Ortiz and Bold Bean Co have shown how traditional pantry foods can be repositioned in a way that feels both nostalgic and modern.”

Jess agrees. “For food and drink brands, nostalgia presents a valuable opportunity, but it isn’t simply about recreating the past. Instead, many companies are tapping into what could be described as ‘new-stalgia’: the concept of reimagining classic flavours through a modern lens. Heritage recipes, childhood favourites and retro beverage profiles are being elevated with premium ingredients, artisanal production methods and contemporary branding.

“This approach allows brands to capture the emotional resonance of nostalgia while still meeting today’s consumer expectations for quality, authenticity, and transparency,” she continues. “As a result, the market is seeing a wave of products that balance familiarity with innovation. As consumers continue to seek comfort in uncertain times, nostalgic flavours offer a compelling way for food and drink producers to connect with consumers, blending the warmth of tradition with the excitement of modern product development.”

Nostalgia is baked into Image on Food, home of Billington’s Gingerbread and Original Biscuit Bakers, says Charlotte Smith, marketing assistant. “Nostalgia is an element of both of our brands – but in different ways,” Charlotte begins. “Original Biscuit Bakers taps into childhood memories of biscuits, special treats, fun characters and that simple excitement of choosing a favourite design. Billington’s Gingerbread taps into something deeper: a heritage flavour, a distinctive recipe and a longstanding ritual of dunking gingerbread fingers into a favourite hot beverage or tipple. Its unique blend of spices, rum and golden syrup is inherently nostalgic, evoking a sense of tradition that feels timeless.”

While an appetite for nostalgia is sweeping the nation, inspiring brands across the board to look back into their archives, Image on Food is already making the most of their heritage. “While the nostalgia trend is huge across the industry, for us it’s more of an authentic extension of who we already are. Both brands evoke a sense of comfort and craftsmanship – things consumers are actively seeking out,” she explains.

“Our brands were rooted in nostalgia long before it became a trend – Billington’s Gingerbread dates back to 1817, and we’ve been creating hand-iced biscuits through Original Biscuit Bakers for nearly 40 years, always with that handmade charm. ”We’ve noticed that people respond strongly to anything that reminds them of simpler times - whether that’s a classic gingerbread man, the unmistakable spice-rich flavour of Billington’s, or designs that nod to special childhood moments, such as our Original Biscuit Bakers’ countryside-inspired collection.”

At The Glorious Mess, childhood favourites are simply part of the brand’s DNA. “The Glorious Mess is all about playfulness and indulgence, and part of that is a nod to childhood treats and the joy of messy, over-the-top desserts. We take tradition, shake it up, and make it easier for our customers to create spectacular meringue desserts,” begins Leanne Crowther, cofounder.

“Our Strawberry Meringue Nests and Caramel Meringue Nests evoke memories of your gran’s pavlova, lashings of cream, juicy strawberries and perfectly imperfect mouthfuls. It’s about enjoying something deliciously decadent, but familiar. Even though the brand leans into fun and cheekiness, the flavours and textures take you right back into the comforting nostalgia of family gatherings.”

The Glorious Mess team didn’t set out to tap into the trend for tradition. “It wasn’t a trend we chased – nostalgia was in our meringues from the start. We’ve always celebrated the rich heritage of one of Britain’s most loved desserts, reimagining the classic Eton Mess with a modern, gourmet twist. By doing so, we offer meringues that feel both familiar and exciting, evoking cherished memories while inspiring the creation of new ones,” she says.

“The indulgent, retro-inspired aesthetic of our products seem to resonate strongly with customers who are drawn to the comforting familiarity of our meringues but with new flavours and stunning presentation. We’ve seen particularly strong engagement when flavours or products evoke memories of childhood desserts or treat-time moments.”

Tracy Deacon of Cartwright & Butler, tells us what’s trending now:
● Modern takes on traditional flavours and formats are proving to be a winning combination for brands and retailers alike
● Sweet treats that we’ve all come to love like sticky toffee pudding, Crème Brûlée, key lime pie and rhubarb & custard, can be seen in a variety of new guises such as ice cream, chocolate bars, scones and biscuits too.
● Fruity mallow fillings are also seeing some growth as they offer a different dimension to treats. Alongside this, jams and curds are being more adventurous with new flavours such as lemon and yuzu, kalamanzi or passion fruit whilst flavoured spreads like biscoff are increasingly appearing.

How to make nostalgia work

Tom Gatehouse, senior strategist at Egg Soldiers, explains

Texture and nostalgia are old friends, particularly when it comes to sweet. Think the snap of a biscuit. The over-crumble on a topping. The simple creaminess of custard.

These sensory cues are deeply encoded. In fact, texture is becoming a defining feature of not just the nostalgic space, but of modern food innovation. Multi-textural, crunch-led formats are dominating new product development, driven by demand for experience-led eating.

Meanwhile, demand continues to grow for creatively ‘grown-up’ spins on comforting classics. From cheese toasties to ‘school cake’, innovators are finding success in the upgrading of technique, quality and presentation, while keeping the core nostalgia intact. That sense of familiarity carries real value, especially in uncertain times.

Then there’s branding and packaging, which can’t be ignored in this space. Nostalgia is visual as much as sensory. Playful typography, heritage cues and warm, familiar colour palettes blend the novel with the playful, only increasing that sense of reassurance. For food brands, the principle is simple: keep the core cues intact and elevate the execution. Better ingredients, sharper technique and confident premium positioning, all built on recognisable foundations.

Deliver the comfort people remember, to the standards they expect now – that’s nostalgia as a sustained growth platform.