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Reviving childhood favourites: Healthier twists on classic snacks

Consumers are increasingly leaning on brands for comfort and familiarity - a trend US-based brand Justin’s is tapping into. With its recent launch of Chocolate Candy Pieces, Justin’s is drawing on nostalgic marketing trends, while incorporating better-for-you ingredients.

Justins, known for its natural and organic nut butters and peanut butter cups, offers a cleaner alternative to conventional chocolate candies. Inspired by the appeal of childhood classics, Justins claims to provide consumers with a “clean swap for a nostalgic favourite,” catering to the growing demand for nostalgic foods in today's market.

The candy pieces, available in two varieties—dark chocolate peanut and dark chocolate peanut butter—are USDA organic certified, non-GMO Project verified, and kosher. Made with Rainforest Alliance cocoa and natural colourings from organic fruits and vegetables (blackcurrant, carrot, spirulina, and turmeric), the candies contain no synthetic dye, stevia, or artificial sweeteners.

These treats will be initially available at select retailers in the US, including Amazon, Stop & Shop, The Fresh Market, and Whole Foods Markets, with plans for national distribution expansion in the future.

Consumers are embracing tradition while reaching for better-for-you options

By infusing childhood favourites with organic ingredients and obtaining various certifications, the candy pieces reflect the broader movement of consumers embracing classic products in healthier ways.

Insights from Innova Market Insights' 2023 report on better-for-you snacking highlights this trend, revealing one-quarter of individuals have increased their consumption of snacks that are free from or have reduced levels of certain ingredients, supporting the growing popularity of claims like no added sugar and reduced sugar. In addition, over 60% of consumers globally eat healthy snacks daily, and around 61% always look for healthier snack options.

Meeting consumers' emotional needs through nostalgia marketing

In a time marked by global crises, and inflation, consumers are leaning on brands for comfort and familiarity, according to Mintel. In the UK 76% of consumers are drawn to sweets that remind them of their childhood, while in the US 76% use sugar and gum confectionery as a mood improver.

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“Nostalgia is a strong marketing tactic, especially in these times when consumers are feeling uncertain and overwhelmed,” said Melanie Bartelme, associate director of food & drink at Mintel, speaking to Ingredients Network. “Things that recall our childhoods, when things were presumably less stressful, can provide a sense of peace and calm to help consumers feel grounded in the now they can't control.”

Bartelme explained that Justins, like brands before, is taking the approach of tapping into this emotional connection.

Brands need to ensure their nostalgia marketing appeals to various age groups

“What's interesting about nostalgia is that consumers do not all have the same memories or experiences, so it's important to make sure that products being marketed through nostalgia campaigns aren't one-dimensional,” Bartelme explained. Nostalgia can resonate with consumers who have ties to the past with a brand or product type, but there are also opportunities to offer something new to consumers who may be seeing the product for the first time, she said.

According to Bartelme, Dunkaroos, a staple snack in the 1990s, is a good example of a multi-dimensional campaign. “When these cookies came back a few years ago, they [Betty Crocker] created a merchandise line and drew on '90s themes to attract the consumers who had grown up with the originals. At the same time, they did not neglect the opportunity to position themselves as a tasty treat that can feel tempting to any consumer looking for a sweet snack.”

Discussing the future of nostalgia marketing and how brands can leverage this consumer sentiment in their strategies, Bartleme said: “Nostalgia will always have a place in marketing, but it does tend to find the most reach during times of stress and anxiety, such as during COVID or during an election year. In times of greater consumer confidence and peace, consumers may be more interested in breaking out of the past and seeking the new.”

However, Bartleme added: “These days, though, it has seemed like this sense of peace has not truly come back, so in the coming years, we may see brands looking to innovate in what nostalgia can mean. For example, after we returned to the office, some consumers longed for the ‘comfort’ of pandemic-era habits like baking bread. It'll be important to read into the cultural zeitgeist of the days ahead to ensure the times brands are drawing from are truly those that consumers want to remember.”