Creme Savers Makes Their Sweet Return
Creme Savers, the fruit-and-cream swirled hard candies that were discontinued in 2011, returned in recent years. Creme Savers were discontinued in 2011. Still, these suckers held a special place in the hearts of those who lived in the 1990s. A tweet by educator and national speaker Jon Paul in August 2021 told folks that if you remember the candy, “your knee pops when you stand up,” garnering over 31,000 likes.
Two months later, Creme Savers triumphantly returned, under the new stewardship of confectionary revival company Iconic Candy. The company even worked with Mars Wrigley to ensure the new product lived up to the same standards. This wasn’t just a quick cash grab – Iconic Candy invested in getting the formula just right. As an exciting and well-needed surprise just 10 years later, however, Mars re-released the Creme Savers brand with both Strawberries & Creme and Orange & Creme flavors available for purchase.
Dunkaroos Dunk Back Into Success
Perhaps no comeback story captures the power of nostalgia marketing quite like Dunkaroos. Perhaps one of the most coveted snacks in the ’90s era, Dunkaroos were the go-to lunchbox staple for kids of all ages. And honestly, adults loved them, too. First launched in 1990, the cookie and creme packaged combo brought to you by Betty Crocker gave sugar lovers the one thing they couldn’t get enough of: loads of frosting to dip on a cookie.
In 2020, Brad Hiranaga, General Mills’s chief brand officer for North America, told The New York Times that at the time of Dunkaroos’ discontinuation, the company was trying to shift its focus as a company to snacks that promote better nutrition and health. This resulted in bringing products like Nature Valley to the forefront and putting sugary snacks like Dunkaroos in the background, ultimately resulting in axing it from the company’s snack portfolio.
But the brand’s 2020 return wasn’t just successful – it spawned an entire product ecosystem. The comeback was made even more sweeter when the Dunkaroos product line was expanded to include a cereal, cookie dough, cookie and pancake mixes, and a vanilla frosting. General Mills even expanded the product with several collaborations, including Dunkaroos Go-Gurt with Yoplait, and even launched its own Dunkaroos cookie mixes and frosting cans under the Betty Crocker brand. Today, you can find Dunkaroos at major retailers nationwide, proving that sometimes childhood dreams do come true twice.
Crystal Pepsi’s Clear Strategy for Returns
The nineties: the decade that brought us Tamagotchis, Blockbuster, and of course, Crystal Pepsi. While not everything from 1990 to 1999 has stood the test of time (RIP, Blockbuster), Crystal Pepsi has defied the odds, making not one, but two epic comebacks thanks to fans who just couldn’t let [go]. First launched by Pepsi in 1992 as a “clear alternative to soda,” it made waves across the industry, even grabbing 1% of the soft drink market in its first year.
Sadly, the hype didn’t last long, and by 1994, Crystal Pepsi was pulled from shelves. But its legacy didn’t fade – it became an iconic part of ’90s nostalgia. Fast forward to 2016, when Crystal Pepsi made a limited-time comeback, all thanks to diehard Pepsi fans who even staged protests demanding its return. The brand’s multiple limited returns show how companies test nostalgic waters before committing to full-scale revival.
Jolt Cola’s Electric Comeback
Children of the 1980s remember the big splash made when Jolt Cola came out in 1985. With the slogan “all the sugar and twice the caffeine,” the cola appealed to students and others who felt the need to stay up late. Now, the Jolt Cola name is returning as part of a deal with energy drink company Redcon1.
The new Jolt represents a clever pivot – instead of competing in the crowded soda market, it’s entering the booming energy drink category. The new Jolt Cola will be an energy drink, not a cola, and will come in at least two flavors. CNN reports that the new beverage will have 200 milligrams of caffeine per 16-ounce can, up from around 70 milligrams in a 12-ounce can in 1985. This shows how brands can honor their heritage while adapting to current market trends and consumer preferences.
Oreo Cakesters Rise Again
But Oreo also sells a treat known as Oreo Cakesters, a soft-baked snack cake with a creme-filling center. Cakesters originally came out in 2007 and were discontinued in 2012. The chocolate version returned in 2022 and was joined by a peanut-butter variety.
The brand didn’t stop at simply bringing back what worked before. But those who loved the Golden Oreo Cakesters were out of luck – until now. Oreo tells Money Talks News that after a decade away, Golden Oreo Cakesters reportedly became a permanent addition to the lineup in early 2025. First hitting the market in 2007, Oreo Cakesters were the perfect hybrid of soft snack cake and Oreo flavour in one dank treat. This demonstrates how successful revivals often expand beyond their original offerings once they prove market viability.
Taco Bell’s Menu Time Machine
The 1960s Tostada, 1970s Green Sauce Burrito, 1980s Meximelt, 1990s Gordita Supreme and 2000s Caramel Apple Empanada all joined the menu late in 2024, each priced at less than $3. But they’re limited-time items. This approach allows Taco Bell to tap into multiple generations of nostalgia simultaneously while creating urgency around purchasing decisions.
The strategy works because it acknowledges that nostalgia isn’t just about individual products – it’s about entire eras of experience. By bringing back items from different decades, Taco Bell creates conversation starters across age groups. Parents can share memories with their children while discovering items they never tried themselves.
Market Performance and Consumer Response
The global snacks market size was estimated at USD 692.52 billion in 2023 and is projected to reach USD 922.08 billion by 2030, growing at a CAGR of 4.2% from 2024 to 2030. Within this growing market, nostalgic products are claiming an increasingly significant share by offering something new products can’t – instant emotional connection.
Consumers are snacking: Consistently: Snacking is a universal staple, with 91% of global consumers having at least on snack per day and 61% having at least two. Mindfully: 96% of global consumers engage in mindful snacking behaviors, with 81% saying they pay attention to the sensory experience of their snacks. Indulgently: 76% agree, “When I am having an indulgent snack, I just want to enjoy it without focusing too much on the ingredients.” This data suggests that while health consciousness remains important, there’s still substantial demand for indulgent, emotionally satisfying treats.
Health-Forward Reformulations
Modern revivals aren’t just carbon copies of their original formulations. Brands are adapting to contemporary health consciousness while preserving the taste memories that made them beloved. The new single serving package went from 1oz to 1.5oz, and the sugar was reduced significantly. This was the case with Dunkaroos’ return, showing how brands can honor nostalgia while acknowledging evolved consumer preferences.
The challenge lies in maintaining authenticity while improving nutritional profiles. Some attempts work better than others – the key seems to be making health improvements that don’t dramatically alter the core taste experience that consumers remember. Products with natural and plant-based claims are expected to grow in the market and in consumer favour.
Limited Edition Strategy Versus Permanent Returns
Not all vintage returns are created equal. Some companies test the waters with limited-time offerings before committing to permanent shelf space. In 2024, the elusive snack made its return, but because nothing this dank can last forever, it was made official that this would be a limited edition run. So if you want to grab a bag before they disappear again (possibly for good), you’d better act fast and stock up! This creates urgency while minimizing long-term risk.
Other brands go all-in from the start, betting that sustained demand will support permanent reintroduction. The choice often depends on production capacity, shelf space negotiations with retailers, and confidence in long-term market potential rather than just nostalgic novelty.
