In tough times (and snacking!), nostalgia emerges as the great unifier
As a kid I loved PB&J. A homemade sandwich, made hastily by my loving mother, always gave me a warm feeling. So, imagine my delight, when a trip to the Sweet & Salty Snack Expo in Indianapolis brought those same childhood memories flooding back.
It wasn’t just PB&J making a return, it was the resurgence of heritage flavors and nostalgic tastes, offering comfort in uncertain times. While bizarre and modern pairings like pickle-flavored Sour Punch candy and protein-heavy snacks like Khloud Protein Popcorn dominated the landscape, brands were also doubling down on familiar flavors that connect consumers to their past.
At this year's expo, PB&J stood as a perfect emblem of nostalgia, but this wasn’t the PB&J my mother made. It wasn’t confined to lunchboxes anymore, it was transformed, modernized, and boldly reinvented, proving that even the most timeless flavors can evolve.
Consumers aren’t just chasing new, innovative snacks, they’re gravitating toward flavors that remind them of home, childhood, and tradition. This shared craving for nostalgia has opened the door for brands to reinterpret classic pairings in fresh, compelling ways, reminding us that sometimes, the classics are the most powerful trendsetters.
BOBO’s, a brand known for its wholesome snack offerings, embraced the slightly modern twist on a PB&J with its PB&J bars. These bars effortlessly blend BOBO’s signature heartiness with the nostalgic flavors of the classic sandwich, striking a balance between comfort and convenience. As shared at the Expo, this product line has seen a recent surge in popularity, further proof that timeless favorites are finding new ways to successfully evolve.
Even brands rooted in playful indulgence are tapping into nostalgia. M&M’s introduced a PB&J flavor that marries nostalgia with fun. While the colors didn’t symbolize jelly, the creamy peanut butter and fruity filling captured the essence of the beloved sandwich in a bite-sized format.
Perhaps the most interesting take on the PB&J came from Jack Link’s, which brought the flavor into the wild world of beef jerky. Their new DUOs line features split packaging. Half the bag contains peanut butter-flavored jerky, while the other half holds jelly-flavored jerky, requiring consumers to combine pieces for the full effect. It was a rather bold attempt at merging classic comfort with adventurous snacking, once again proving that brands are willing to push boundaries to reinvent the familiar.
In summary, brands are realizing that while boundary-pushing innovations like protein-heavy snacks and eccentric flavors have their place, the real magic often lies in reconnecting with the past. Whether it’s BOBO’s hearty bars, M&M’s playful indulgence, or Jack Link’s daring jerky experiment, PB&J’s resurgence speaks to an undeniable truth: often the most meaningful innovations are the ones that bring us back home.
