Something strange and delicious is happening in grocery store aisles and fast food restaurants across the country. Snacks and drinks that were once dismissed as the sugary, neon-colored relics of a more carefree decade are returning to shelves with surprising force. The 1990s, a decade defined by frosted tips, dial-up internet, and an almost reckless enthusiasm for artificial flavors, is having a genuine food renaissance. And it isn’t just nostalgia for its own sake. There are real psychological, economic, and cultural forces driving this comeback, and the numbers behind it are hard to ignore.
The Psychology of Comfort: Why We Reach for the Past
FMCG Gurus reports that 40% of global consumers say they seek out products and flavors that remind them of the past and simpler times. That’s a massive slice of the marketplace actively looking for an edible time machine. It isn’t just the joy of reminiscing that’s fuelling the current nostalgia trend. Many believe that recent global unrest and political uncertainty has led to a consumer desire for simpler times. According to market insight firm Mintel, “in light of global crises, such as the pandemic, followed by inflation, consumers are leaning on nostalgic brands to remind them of good times.”
Research shows that people consume nostalgic media, including music, movies, television, and food, to escape the turbulence of the COVID-19 era. Consumers may be particularly motivated to use nostalgia-inducing products in times of crisis because nostalgia allows them to take their minds off the present. Not only do nostalgic themes evoke good memories, but they also serve as a form of escape from reality for many consumers. Put simply, reaching for a Dunkaroo or cracking open a throwback soda isn’t irrational behavior. It’s an entirely human response to a world that sometimes feels overwhelming.
Specific 90s Products Actually Coming Back to Shelves
Dunkaroos, the famous 90s pantry staple that allowed kids to dip mini cookies into frosting, were released by Betty Crocker in 1990 and discontinued in 2012. General Mills announced the return of Dunkaroos to American shelves in the summer of 2020. The snack returned in three flavors: vanilla cookies with rainbow sprinkle frosting, chocolate cookies with chocolate frosting, and cinnamon toast crunch cookies with cinnamon frosting. Bagel Bites were the ultimate after-school snack: cheesy, handheld, and ready in minutes. Although briefly discontinued in 2021, they made a return in 2024, proving that pizza is truly perfect at any time.
A recent study unveiled the most highly searched nostalgic snacks, with Dunkaroos, Oreo Cakesters, and Crystal Pepsi among those topping the list. Oreo Cakesters, a soft-baked snack cake with a creme-filling center, originally came out in 2007 and were discontinued in 2012. The chocolate version returned in 2022 and was joined by a peanut-butter variety. These aren’t minor product tweaks. These are full-on resurrections of foods that millions of people had mentally filed away as permanent childhood memories.
The Numbers Behind Nostalgia Marketing
A survey by The Drum found that 3 out of 4 consumers are more likely to purchase products when marketing campaigns tap into nostalgic memories. That’s a stunning conversion signal for food brands. According to HubSpot, brands running 1990s-inspired content saw a 30% uptick in engagement across Instagram and TikTok in 2025. The financial incentive for bringing back old favorites is undeniable, and companies are clearly paying close attention.
Kantar’s packaging study showed a 16% increase in sales for brands that revived vintage packaging designs in 2024 and 2025. Research published in the Journal of Consumer Research found that nostalgic feelings made study participants more willing to spend money on consumer goods, giving food brands the nod that nostalgic marketing does increase sales. Retro packaging, throwback logos, and limited-edition rereleases aren’t just sentimental gestures. They’re a calculated commercial strategy that consistently delivers results.
Gen Z Is Driving the Trend, Even Without the Memories
This resurgence is being driven in part by Gen Z, a generation that has not experienced these eras firsthand. Growing up alongside the internet, they are now drawn to disposable film cameras, thrifting, 80s music, and 90s snacks. Unlike older generations who experienced the eras they reminisce about, Gen Z’s relationship with nostalgia is vicarious. Their nostalgic experiences are shaped by second-hand exposure through YouTube videos, Netflix reboots, curated Instagram aesthetics, and TikTok throwback trends. Consequently, their nostalgia is not rooted in lived experiences but in media-mediated representations of the past.
A Morning Consult survey found that nearly 7 in 10 Gen Z consumers respond positively to throwback marketing even if they didn’t live through the era. Over 70% of Gen Zers like finding food content on social media channels, which aligns with the idea that social media creators and brand pages wield significant influence over what this generation eats. When a Gen Z creator on TikTok tries a 90s snack for the “first time” and shares the reaction, it functions as both entertainment and advertising, reaching an audience that has billions of dollars in collective spending power.
TikTok and Social Media as the Engine of the Revival
Data from Influencer Marketing Hub revealed that #nostalgia, #throwback, and #vintage all trended upward, doubling in views between 2024 and 2025, representing a 130% growth year over year. This kind of digital amplification turns what might have been a quiet product relaunch into a cultural moment. Think with Google reports that campaigns featuring childhood themes generate twice the emotional reaction compared to non-nostalgic ads. That emotional spike translates directly into shares, reposts, and purchases.
The popularity of “recession recipes” and retro recipes reflects a desire for cost-effective, no-waste meals and a revival of older, comforting foods. Trends for nostalgic flavors were amplified on TikTok, proving that social media isn’t just marketing – it’s market research. Smart operators are using these platforms not just to promote but to monitor emerging preferences and test concepts before full rollouts. The feedback loop between consumers and brands has never been tighter, and 90s food sits comfortably at the center of it.
Brands Modernizing the Classics Without Losing the Magic
Classic flavors from the 90s, such as pickle and peanut butter and jelly, are making a comeback but with a modern twist. These aren’t just simple rehashes of old recipes – they’re creative reinterpretations that resonate with a wide audience, from Millennials to Boomers. This trend isn’t only being seen across Europe. Brands in the US are also appealing to the nostalgic consumer, with big names like Kellogg’s taking a trip down memory lane. The cereal giant launched limited edition Pop-Tarts in the original 1960s packaging.
According to Deloitte’s 2025 CMO report, 7 in 10 people associate nostalgic ads with more genuine brand storytelling. Authenticity matters enormously to today’s consumer, and a beloved 90s snack carries decades of built-in trust. McKinsey reports show that brands relaunching discontinued or old-school products saw a noticeable uptick in loyalty and repeat sales, with retro product re-releases driving a 24% lift in repeat purchases. The formula is simple enough: bring back something people loved, update it just enough for modern tastes, and let the memories do the rest of the marketing.
