Legacy Brands Can Compete With Challengers by Blending Nostalgia and Values

Consumer habits have changed, and CPG companies need to keep up

The renowned Oscar Mayer Wiener car that is shaped like a hot dog; next to the car is a chef pointing to the car
Legacy brands that rely on nostalgia need to upgrade their message to continue relating to consumers. Getty Images

Few things can take you back to childhood like recreating the food experiences you once loved. Making Kraft Mac & Cheese all by yourself. Lucky Charms’ magically delicious cereal milk. M&Ms melting in your mouth. But as consumers’ eating patterns evolve, will the fun foods of decades past be available for kids to enjoy?

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@gykantler Travis York is president and CEO of GYK Antler.