McVitie’s has been voted as the UK’s top nostalgia food brand, according to a new study.
The study – which was conducted by London-based advertising agency Isobel – found that 59% of consumers voted the British snack food brand, known for its famous Digestive biscuit, into the top spot.
The research asked 1,500 respondents a series of questions to determine which food/drink brands they were most nostalgic about, asking them to identify brands they have fond memories of and those they have positive feelings for.
Some 63% of consumers voted said that they had bought McVitie’s in the past five years with 59% explaining that they will be looking to buy the biscuit brand in the next 12 months.
After Eight is the UK’s second most-nostalgic brand (58%) with Fox’s in third (55%) and retro ice-cream brands Vienetta and Cornetto in fourth and fifth.
The rest of the Nostalgia Brands top 10 is made up of Bisto, Toblerone, Penguin, Mr Kipling’s, and Ambrosia in tenth place.
“Nostalgia can be an unbelievably powerful emotion and we were keen to understand which brands elicit positive feelings and fond memories with UK consumers,” planning partner at Isobel, Steve Hastings said.
“We also wanted to explore the ongoing relevance of these brands and how or if they are managing to engage the next generation of consumers.”
