Unlocking Nostalgia: How Food Brands Are Reviving 90s Flair with Modern Reinventions

Nostalgia for the 1990s is making a big comeback. Brands like Walkers, Nik Naks, and Bacardi Breezer are revamping their products to attract both old fans and new shoppers.

Recently, Walkers launched its first new flavors in 20 years: Masala Chicken and Sticky Teriyaki. Meanwhile, Nik Naks introduced Tangy ‘N’ Cheesy, its first new flavor in four decades. Cadbury is also refreshing its Bournville range with salted caramel, and Bacardi Breezer is getting a fresh look for its summer relaunch.

Experts suggest that these changes are necessary for brands to stay relevant to younger consumers. Lucy Sambrock, a PR and branding expert, points out that millennials, who grew up with these snacks, now have disposable income. This emotional connection draws them back, while Gen Z finds retro designs and fun flavors appealing, even if they weren’t around in the ’90s.

Seyi Oduwole, a food and drink analyst, says brands are creating new versions of classic products for a generation that loves trying unique flavors. This trend, called “flavor frenzy,” combines familiar tastes with surprising elements. For example, mixing sweet and spicy flavors has gained popularity.

Social media is amplifying this trend. TikTok challenges featuring odd food combinations are creating interest in bold flavors and eye-catching packaging. Ella Palmer, from the branding agency Love, highlights that Gen Z is more open to experimental flavors. They also care about a brand’s story and values, looking for authenticity in their purchases.

However, reinvention isn’t without risks. Sambrock recalls Heinz’s attempt to rename Salad Cream to “Sandwich Cream,” which faced backlash, leading to a quick retraction. Similarly, Coca-Cola’s rebranding efforts in the 1980s flopped within three months.

Oduwole warns that strange flavors without context don’t resonate with consumers. People want products that feel relatable and fun. Reinvention works best when it draws on genuine memories while maintaining the essence of what made the original special.

Ross McPhie, a digital innovation lecturer, notes that brand reinventions often occur in cycles of about 20 years. The current revival mirrors trends from the late ’90s and early 2000s, which once revisited the ’70s and ’80s. Music and fashion are strong sources of inspiration, as evidenced by Oasis’s recent reunion tour that tapped into significant nostalgia.

In today’s culture, where the 1990s are influencing fashion, music, and social media, brands are finding a ripe environment for revival. But it’s clear that nostalgia needs to be paired with freshness and relevance to truly resonate. While millennials cherish their childhood favorites, Gen Z is exploring these brands through a shiny, retro lens. What keeps consumers interested is the playful, modern twist on these classic products.



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