Several long-standing British food and drink brands are relaunching with new flavours, refreshed packaging and rebrands to capture consumer attention. Walkers introduced permanent Masala Chicken and Sticky Teriyaki crisps; Nik Naks added Tangy 'N' Cheesy; Cadbury refreshed Bournville with salted caramel; Bacardi Breezer will relaunch after rebranding. The strategy targets millennials with disposable income and nostalgia while appealing to Gen Z through retro styling, limited editions and Instagrammable moments. Companies are combining familiar classics with globally inspired and 'swicy' sweet-and-spicy twists to create novelty and shareability without abandoning core products.
Nostalgia for the 1990s might have reached its peak with Oasis back on tour this summer, but several of Britain's best-known brands are also trying to make a comeback, reinventing themselves with new flavours, packaging or names. Walkers, Nik Naks and Bacardi Breezer are among some of the brands that are adapting to try to stand out in the food and drink market. This week, the crisps brand Walkers launched its first new permanent flavours in two decades Masala Chicken and Sticky Teriyaki.
The PR and branding expert Lucy Sambrock said: Millennials are the real target [audience] here. As 90s kids we've now got disposable income and young families of our own, so the emotional pull of nostalgic brands is powerful. Gen Z are a secondary audience: even if they didn't live through the originals, they're drawn to retro branding, playful limited editions and those Instagrammable moments.
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