90s Snacks and Drinks Make a Comeback as Nostalgia Takes Hold

The wave of nostalgia sweeping across the food and beverage industry has sparked a resurgence of popular snacks and drinks from the 1990s. Brands like Walkers, Nik Naks, and Bacardi Breezer are making a concerted effort to capture the attention of consumers by revamping their offerings and tapping into the emotional connections many have with these retro products.

Walkers has introduced its first new permanent flavours in two decades, launching Masala Chicken and Sticky Teriyaki. This move comes as Nik Naks, a beloved snack from the decade, has added a new flavour, Tangy ’N’ Cheesy, marking its first new addition in 40 years. These developments reflect a broader trend where brands seek to reconnect with consumers who grew up in the 90s, now equipped with disposable income and young families.

Lucy Sambrock, a PR and branding expert, emphasizes that the primary audience for these nostalgic products is Millennials. “As 90s kids, we’ve now got disposable income and young families of our own, so the emotional pull of nostalgic brands is powerful,” she stated. Generation Z, while not having experienced these products originally, is also drawn to retro branding and the playful, Instagrammable nature of limited editions.

Revamping Classic Brands for Modern Tastes

The trend of reviving legacy products is not limited to snacks. Cadbury is refreshing its Bournville range with a salted caramel twist, while Bacardi Breezer has undergone a rebranding and relaunch. According to Seyi Oduwole, lead food and drink analyst at the Future Laboratory, these legacy products are being remixed for a generation that craves novelty and shareability. “Millennials have a strong emotional pull to the brands they grew up with, while Gen Z are discovering them through retro appeal,” he explained.

Oduwole added that the secret to maintaining consumer interest lies in ensuring these products remain fresh, playful, and relevant. The combination of nostalgia and innovation appears to be an effective strategy for brands looking to reclaim their place in a competitive market.

Another perspective comes from Ross McPhie, an academic at Teesside University, who noted that brand reinvention often follows a cyclical pattern. “Brand reinvention tends to run in 20-year cycles,” he remarked, citing the current revival of the 90s and 2000s, similar to how the 90s saw a resurgence of 70s styles. He also pointed out that music and fashion draw heavily from these eras for inspiration.

The Power of Nostalgia in Consumer Behavior

The return of iconic bands from the 90s, such as Oasis, underscores the potency of nostalgia in contemporary culture. Fans are willing to pay substantial amounts to experience live performances of these groups, further illustrating the deep emotional ties many have to the era.

As brands like Walkers and Bacardi Breezer reconnect with consumers through nostalgic offerings, the intersection of memory and modern marketing strategies highlights a significant shift in consumer behavior. The growing trend suggests that both Millennials and Generation Z are eager to embrace products that evoke fond memories while offering a fresh twist.

In a market driven by both nostalgia and novelty, the revival of 90s snacks and drinks showcases the resilience and adaptability of brands seeking to resonate with diverse generations. As these companies navigate the evolving landscape, the balance between honoring the past and innovating for the future will be vital for sustained success.