Leatherhead Food Research Conference Goes Back to the Past

13 August 2009

Nostalgia and heritage marketing has entered the food and drink market with renewed vigour in 2009 and are themes being explored in an upcoming conference from Leatherhead Food Research.

Going ‘retro' is being used as a way to tap into the recessionary-induced emotional eating trend, and as a way to introduce new products which have proven demand and high consumer awareness, but which do not require a huge investment in development. Recent products being introduced on a nostalgia platform have already ratcheted up several hundred million pounds worth of UK retail sales.

Whilst the recession has proven a boon for frozen foods, own label and home baking goods as consumers down-trade and go back to basics, it is also heightening nostalgia for the past and highlighting the importance of traditional values. Cadbury's Wispa and Bird's Eye Artic Roll and Steakhouse brands are examples of major brands tapping into this trend. The use of heritage marketing has also proliferated in this environment (e.g. Guinness's 250th anniversary, Premier Food's Hovis advertising, Sainsbury's and M&S anniversaries). Nostalgia also fits in well with one of the biggest marketing shifts affecting the food and drinks industry - the aging consumer base.

However, peoples tastes change and there was usually a reason why a product was discontinued (i.e. it didn't sell well) and so often bringing back brands for the sake of it fails (e.g. Cadbury Aztec bar from the 1960s and 1970s was re-launched in 1999 but did not take off). Identifying which product is ripe for revival is therefore the real challenge. The increasing requirement for ‘clean labels' will also often necessitate changes to product formulation, i.e. re-launching on a no additive/preservative platform. The way products are advertised and marketed has also changed dramatically but mediums such as online marketing appear to suit old brands - it was social networking sites that brought back Wispa and there is big business in online selling of retro sweets and other products.

Leatherhead Food Research's Nostalgia Trends in Food & Drink conference will cover all these issues and also address what the future for this trend is. Speakers include representatives from AC Nielsen, Premier Foods, Marks & Spencer, Interbrand and Holmes & Marchant, as well as Leatherhead Food Research's own experts.

The event is chaired by renowned nostalgia expert Robert Opie, and is being held at the Museum of Brands, Packaging and Advertising on the 4th November 2009. For further details please contact Chris Brockman, E: cbrockman@leatherheadfood.com, T: +44 (0)1372 376761.

Leatherhead Food Research is offering a 40% discount off the list price of this conference for new orders received by 31st August, 2009. For full Terms & Conditions go to www.leatherheadfood.com/cel90.


For further information about the conference contact:
Chris Brockman
Market Research Manager
T: +44 (0)1372 376761
E: cbrockman@leatherheadfood.com

Press inquiries:
Marc Esselen
Head of Marketing & Communications
T: +44 (0)1372 822298
E: messelen@leatherheadfood.com

About Leatherhead Food Research
Founded in 1919, Leatherhead Food Research (formerly Leatherhead Food International), based near London, UK, is an independent organisation delivering innovative research, scientific consultancy, and regulatory guidance and interpretation.

Fundamentally a membership-based organisation, our unique portfolio of products has attracted over 1000 companies worldwide. They represent a who's who of the global food and beverage industry, ranging from large multi-nationals to small and medium-sized companies. Although Membership provides access to our unique Membership package, non-Members can still benefit from a range of our services.

Leatherhead Food Research's industry-leading scientific, regulatory and market research capabilities create a unique combination of food industry acumen and scientific expertise. We offer our clients practical advice, tailored consultancy, research and business-oriented support, closely aligned to both their strategic and everyday demands.



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