Use Natural Claims to Reimagine Nostalgic Favourites

2022-02-23 12:54:11

Everyone has their “go-to” snack, beverage, or meal when they want something that’s comfortable and familiar. These favourites invoke a sense of nostalgia, which is something consumers have been demanding as the COVID-19 pandemic has stretched on.

However, consumers are also relentlessly focused on clean labels, organic ingredients, lower sugar, and an otherwise “better for you” experience. This has led to both a resurgence of classic flavors and a rise in new formulations, according to a recent article in Beverage Industry.

The global trend of ‘Back to the Past’ echoes the article’s views — vanilla, chocolate, and strawberry — help bridge the gap for new flavour trends. These and many others are finding their way into many new formulations, according to Sydney Riethman, marketing specialist for Sensient Flavors & Extracts.

“In a world that seems to be continuously full of uncertainty and complexity, consumers like to connect with things that remind them of ‘the good old days’ or simpler times, and one of the most intimate ways to do this is through the senses of taste and smell,” Riethman said. “Classic flavors like vanilla, chocolate and strawberry reconnect consumers with childhood memories and therefore bring a sense of comfort and nostalgia.”

There are a lot of options for manufacturers to play with. In addition to the aforementioned chocolate, vanilla, and strawberry, other favorites include peanut butter (with or without jelly), banana, orange cream, among others. This creates an opportunity for food and beverage manufacturers who can create playful new versions and connect, or reconnect, with a wide base of consumers. Natural claims in ingredients and food colours can also boost the appeal of these indulgent treats to ease the minds of those fixated on improving their health.

“Consumers want to feel comfort knowing they will like [a product], but can also become intrigued when classic flavours are mixed with newer, exotic, exciting flavors,” Riethman said. “These flavours also provide a sturdy yet versatile base for food and beverage to be built upon. Similar to the three primary colours, when these staple flavors are mixed, matched, and enhanced, these products go from basic to trendy.”

Ready to bring the classics to life in a new, inventive way? Talk to us to get a fresh perspective on your product line.