Food is riding high on a throwback wave, with ‘proteinmaxxers’ adopting cottage cheese, and sardine-girl summer – the Mediterranean-influenced lifestyle trend – driving interest in premium tinned fish.
Amid this, food formulators are premiumising retro flavours like pistachio and tiramisu, while using childhood favourites, such as the taste of birthday cake, to help kindle nostalgia among consumers.
As Onome Hyacintha Dibia, Indulgence Commercial Marketing Director at Cargill, points out, food is powerfully nostalgic because it is so closely connected with memory, culture, occasion and routine.
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