Speciality Food Magazine - April 2026

29 and biscuit culture,” says Tom Gatehouse, senior strategist at Egg Soldiers. “These flavour codes are instantly recognisable, endlessly remixable and commercially powerful. It’s escapism and a longing for comfort, familiarity and perceived simplicity, now with a sprinkling of multi-sensory memory, evoking feelings of emotional safety.” Indeed, the uncertain times we are all experiencing may be playing a sizeable role in the growing appetite for nostalgia. “In times of increased social, economic, and technological change, consumers often look to the past for comfort, and increasingly that sentiment is showing up inwhat they eat and drink,” explains Jess Ryall, content andmarketing executive at FMCG Gurus. “FMCG Gurus’ insights show that traditional and nostalgic flavors hold strong appeal globally, F rom rhubarb and custard to meringues and cockle-warming pies and puds, shoppers’ love for classic British farewill never truly fade away – even if its time in the sunmay sometimes be clouded by innovative new trends and funky new formats. After all, these flavours have stood the test of timewith good reason. Delicious, comforting familiar has always been – andwill always be – a winning recipe for sales. Despite its patchwork of international influences, some reaching back generations if not centuries, there are some flavours which shoppers consider to be resolutely British – and as such, comforting, familiar, and exactly what theywant to reach forwhen times get a little tough (or they just fancy a hit of what they know and love best). “Fewmarkets possess such a rich library of codified comfort foods as the British, from regional puddings to savoury pies Cash InOn Nostalgia Consumers are still hungry for familiar flavours, and tradition with a splash of innovation is proving to be a heady mix for fine food shoppers with 57% of consumers saying nostalgic flavours are appealing in food, and similarly 60% in soft drinks. These flavours, which remind consumers of the past, are resonating because they provide familiarity, reassurance, and emotional comfort at a timewhen many consumers feel the pace of change in society is accelerating.” Anewapproachtotradition It’s not only a taste for tradition that’s driving the demand for classic comfort foods, says Gabriel Bray, development manager at Good Food Studio – the rise can also be described as amove against modern-day ultra-processed products. “The trend for nostalgic food has been around for some time, driven in part by the rise in home baking and the broader search for comfort during the pandemic. More recently, it has also been reinforced by a growing consumer preference for foods that feel ‘real’ (traditional and wholesome), likely influenced by increasing awareness of ultra processed foods. In that sense, nostalgia is no longer just about sentimentality. It is increasingly becoming amarker of quality and authenticity. “Of course nostalgia alone is rarely enough,” he continues. “Consumers still expect amodern interpretation. Cottage cheese, for example, has reappeared through cooler brands like All Things CONTRIBUTORS TOM GATEHOUSE EGG SOLDIERS GABRIEL BRAY GOOD FOOD STUDIO CHARLOTTE SMITH IMAGE ON FOOD JESS RYALL FMCG GURUS LEANNE CROWTHER THE GLORIOUS MESS TRACY DEACON CARTRIGHT & BUTLER