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The Power of Nostalgia

Contact Author Meredith Hollihan, Mintel
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This is only an excerpt of the full article that appeared in P&F Magazine. The full content is not currently available online.

Today’s recession has for many triggered feelings of insecurity, stress and apprehension toward the future. During these times when morale is generally low, the need for stability and solace becomes apparent. As a result, food and beverage manufacturers are introducing brands with a nostalgic appeal. Nostalgia is a longing for the past, and in recent months more companies have designed products with attributes that remind consumers of “the good old days” when life seemed more carefree.

A New Twist on PB&J

Mintel Inspire’s Peanut Butter Love trend observation relays that 80% of Americans have peanut butter in their homes. Peanut butter is a staple food item that has a long shelf life, is relatively inexpensive, can be used in numerous baking and cooking recipes and is enjoyed when eaten alone or as a spread. Subsequently, many companies jump at the opportunity to create a product containing the nut-based spread.

In the United States, retailer Trader Joe’s capitalized on America’s love for PB&J with its launch of a PB&J snack bar. Trader Joe’s PB&J is a bar that contains peanut butter and raspberry jam sandwiched between a layer of milk and dark chocolate that is topped with crushed potato chips. The snack bar’s ingredient design that borrows from a basic peanut butter and jelly sandwich creates a niche for nostalgia. Peanut butter and jelly brings to mind memories of enjoying the satisfying jam and nut spread combo prepared by mom or dad during childhood.

Candy to Relive Fun Memories

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