Nostalgia for the 1990s has reached its peak with Oasis reuniting for a tour this summer, but several iconic British brands are also attempting comebacks by reinventing themselves with new flavors, packaging, or names. Walkers, Nik Naks, and Bacardi Breezer are among those aiming to stand out in the food and drink market.
Walkers has launched its first permanent flavor in two decades, including Masala Chicken and Sticky Teriyaki. Nik Naks, which was a snack staple for many 90s children, has added Tangy ’N’ Cheesy to its lineup, its first new flavor in 40 years. Cadbury is refreshing its Bournville range with a salted caramel twist, while Bacardi Breezer, once synonymous with the alcopop era, is undergoing a rebranding and will relaunch this summer.
Experts believe these moves reflect the pressure to stay relevant to younger consumers while also appealing to millennials who grew up with these products. Lucy Sambrock, a PR and branding expert, says that millennials are the real target audience and that the emotional pull of nostalgic brands is powerful. Gen Z is considered a secondary audience, as they are drawn to retro branding, playful limited editions, and Instagrammable moments.
Seyi Oduwole, lead food and drink analyst at the Future Laboratory, says that legacy products are being remixed for a generation that craves novelty and shareability. There is a rise in “swicy” (sweet and spicy) flavors and globally inspired twists. Companies are positioning twists on existing formats as premium “little treats,” offering consumers something playful and escapist.
For Gen Z, experimentation is part of the appeal, with TikTok trends featuring unusual food mashups and over-the-top drinks creating an appetite for bold, unconventional combinations. However, reinvention carries risks, as consumer backlash can occur if the changes feel too abrupt or gimmicky. Companies must strike a balance between reviving nostalgia and keeping the products fresh and relevant.
Source: https://www.theguardian.com/business/2025/aug/25/food-brands-90s-nostalgia-walkers-nik-naks-bacardi
