Vintage Desserts, Modern Twists

It’s funny: when we’re kids, we spend so much time wishing we were older, but once we get there, we often yearn for the simpler, carefree days of childhood. With all that has gone on in the world in recent years, it’s no wonder that the “newstalgia” or “neostalgia” trend and its resurgence of vintage desserts and treats has taken off in the way it has.

From school lunchbox luxuries to holiday family favorites, retro sweets continue sweeping supermarket shelves, social media, and restaurant menus.

These modern takes on classic tastes are finding unique ways to inspire innovation that both connect generations and appeal to changing consumer demands and preferences.

The Allure of Vintage Desserts

Whether it’s the taste, the texture, the smell, or the combination of all of these, Anne Druschitz, Associate Principal Scientist – NA Applications & Corporate Research Chef at Edlong, believes few things can conjure up memories and emotions like food.

“There are usually strong emotions that underscore food memories. That connection can be positive, such as cooking together with family members, a favorite treat that someone you love used to make for you, or chasing down the ice cream truck on a hot summer day. They can also have negative connotations. Either way, food plays such an integral part in a person’s upbringing that it makes perfect sense for most people to have such strong attachments to these foods and products.” Since the start of the “newstalgia” trend, there has been a concerted focus on millennials and Gen Z, and that is for a good reason.

As they age and have children of their own, they are becoming a dominant demographic force in the market, not to mention the appeal that the decades of their youth, the 90s and early 2000s, are having with younger generations at the current moment.

Still, the allure of vintage desserts is truly cross-generational.

Many brands and developers are working to tap into the childhood joy and build brand loyalty with Gen Xers by reviving indulgent snacks and confections just as they remember them.

However, Druschitz sees these throwback products as a way to tap into other consumer demands as well, “Older consumers might want to relieve the memories of their childhood, but for younger generations without the same connection to these products, nostalgia is actually an opportunity for novelty. They get to try something that to them is new and exciting, and is potentially a way to connect with those from older generations and make their own memories.”

This appeal to nostalgia is also cross-cultural.

According to research from Mintel, 76% of UK consumers are drawn to sweets that evoke memories of their childhood. In Canada, three-quarters of candy and chocolate consumers prefer brands they grew up with; in Germany, 67% prefer to shop for chocolate they enjoyed as children.

While this desire for flavor blasts from the past might be universal, how is this growing trend helping to fuel innovation?

Sweet Nostalgia Driving Modern Innovation

A major reason vintage desserts and treats are helping drive modern innovation is the simple fact that familiarity = comfort.

In other words, these products provide the perfect vehicle for developers to incorporate new flavors and ingredients in ways that are more accessible and less “risky” for shoppers, especially in tough economic times.

For example, pie companies are using this as an opportunity to experiment with everything from internationally inspired flavors like Dulce de Leche, a cannoli-esque Sweet Ricotta and Chocolate Chip, or Miso Caramel Apple Pie, as well as plant-based and dairy-free cheesecakes.

It also provides a perfect entry point for those craving healthy, indulgent snacks and desserts. Gluten-free, low-carb, high-protein, low-sugar desserts can all be on the table, literally.

From a product development standpoint, Angela Lantman, Edlong’s Manager – NA Applications, sees giving these iconic desserts a modern makeover as a canvas for creativity for developers, “As product developers in the flavor industry, it’s fun for us breathe new life into our favorite nostalgic sweet treats. We get the chance to pull that old PTA Elementary school recipe book off the shelves and explore how we can modify that classic recipe to incorporate new ingredients and new flavors, while still reminding us of the ‘good ole days’. How can we make it a little bit healthier with less sugar and fat? Can we add functional ingredients? These are the challenges that put our creative minds to work.”

She stresses that when reimagining these vintage desserts and retro treats with plant-based or allergen-free ingredients or functional and better-for-you formulations, the key is to get that nostalgic feeling and taste just right.

“True nostalgia means meeting expectations. It’s about matching that memory, which can be a challenge, especially when reformulating with new or unique ingredients… Edlong has a wide range of flavors in the dairy and sweet brown space that can help you make the sweet treat taste just like you remember.”

Lantman adds, “Only time will tell if grandma’s Jello mold or ambrosia salad will become mainstream again, but it’s clear this “newstalgia” trend isn’t going anywhere anytime soon. So whether you need buttermilk flavors for your buttermilk pie, cream and vanilla flavors to make the perfect whipped cream topping, or chocolate flavors for the Texas Sheet Cake, we can find a tailored solution for you to give people the taste they never forgot, with a new experience they’ll never forget.”