Speciality Food Magazine - April 2026

“Our brands were rooted in nostalgia long before it became a trend – Billington’s Gingerbread dates back to 1817, andwe’ve been creating hand-iced biscuits through Original Biscuit Bakers for nearly 40 years, always with that handmade charm. ”We’ve noticed that people respond strongly to anything that reminds them of simpler times - whether that’s a classic gingerbread man, the unmistakable spice-rich flavour of Billington’s, or designs that nod to special childhood moments, such as our Original Biscuit Bakers’ countryside-inspired collection.” At The Glorious Mess, childhood favourites are simply part of the brand’s DNA. “The Glorious Mess is all about playfulness and indulgence, and part of that is a nod to childhood of dunking gingerbread fingers into a favourite hot beverage or tipple. Its unique blend of spices, rum and golden syrup is inherently nostalgic, evoking a sense of tradition that feels timeless.” While an appetite for nostalgia is sweeping the nation, inspiring brands across the board to look back into their archives, Image on Food is already making the most of their heritage. “While the nostalgia trend is huge across the industry, for us it’s more of an authentic extension of whowe already are. Both brands evoke a sense of comfort and craftsmanship – things consumers are actively seeking out,” she explains. 30 Deliver the comfort people remember, to the standards they expect now TOM GATEHOUSE, SENIOR STRATEGIST, EGG SOLDIERS Texture and nostalgia are old friends, particularly when it comes to sweet. Think the snap of a biscuit. The over- crumble on a topping. The simple creaminess of custard. These sensory cues are deeply encoded. In fact, texture is becoming a defining feature of not just the nostalgic space, but of modern food innovation. Multi-textural, crunch-led formats are dominating new product development, driven by demand for experience-led eating. Meanwhile, demand continues to grow for creatively ‘grown-up’ spins on comforting classics. From cheese toasties to ‘school cake’, innovators are finding success in the upgrading of technique, quality and presentation, while keeping the core nostalgia intact. That sense of familiarity carries real value, especially in uncertain times. Then there’s branding and packaging, which can’t be ignored in this space. Nostalgia is visual as much as sensory. Playful typography, heritage cues and warm, familiar colour palettes blend the novel with the playful, only increasing that sense of reassurance. For food brands, the principle is simple: keep the core cues intact and elevate the execution. Better ingredients, sharper technique and confident premium positioning, all built on recognisable foundations. Deliver the comfort people remember, to the standards they expect now – that’s nostalgia as a sustained growth platform. MAKE IT WORK Dairy, new formats and flavours. Similar shifts can be seen with products like premium tinned fish or high quality pulses, where brands have taken everyday pantry staples and reframed them through a lens of provenance, heritage and quality. Companies such as Ortiz and Bold Bean Co have shown how traditional pantry foods can be repositioned in away that feels both nostalgic and modern.” Jess agrees. “For food and drink brands, nostalgia presents a valuable opportunity, but it isn’t simply about recreating the past. Instead, many companies are tapping intowhat could be described as ‘new-stalgia’: the concept of reimagining classic flavours through amodern lens. Heritage recipes, childhood favorites and retro beverage profiles are being elevatedwith premium ingredients, artisanal production methods and “71% of global consumers say nostalgic flavors offer moments of comfort and escapism, while another 71% say they gravitate toward these flavors because they are familiar and trusted. Additionally, 68% say traditional flavours remind them of simpler times, highlighting how food can act as a powerful emotional tool during periods of social and economic uncertainty. “In this sense, nostalgic foods are not just about taste, they are about memory, reassurance, and the feelings associated with meaningful moments from the past.” EXPERT VIEW Jess Ryall, content andmarketing executive at FMCG Gurus Emotional connection is key Food can act as a powerful emotional tool during periods of social and economic uncertainty 57% of consumers saying nostalgic flavours are appealing in food, and similarly 60% in soft drinks FMCG Gurus contemporary branding. “This approach allows brands to capture the emotional resonance of nostalgiawhile still meeting today’s consumer expectations for quality, authenticity, and transparency,” she continues. “As a result, the market is seeing awave of products that balance familiarity with innovation. As consumers continue to seek comfort in uncertain times, nostalgic flavors offer a compellingway for food and drink producers to connect with consumers, blending the warmth of traditionwith the excitement of modern product development.” Nostalgia is baked into Image on Food, home of Billington’s Gingerbread and Original Biscuit Bakers, says Charlotte Smith, marketing assistant. “Nostalgia is an element of both of our brands – but in differentways,” Charlotte begins. “Original Biscuit Bakers taps into childhood memories of biscuits, special treats, fun characters and that simple excitement of choosing a favourite design. Billington’s Gingerbread taps into something deeper: a heritage flavour, a distinctive recipe and a longstanding ritual