McVitie’s has emerged as UK’s fondest food and drink brand in a recent poll. The digestive biscuit edged out the likes of Angel’s Delight, Ambrosia and Wagon Wheel to get the top spot, while many classics were included in the top 20.
McVitie’s was voted into the top spot by 59 percent of consumers in a research by advertising agency Isobel that questioned 1,500 adults about the food and drinks brands they feel most nostalgic about.
Some 63 percent said that they had bought McVitie’s in the past five years with 59 percent explaining that it is likely that they will be looking to buy the biscuit brand in the next 12 months.
Narrowly missing first, After Eight emerged as the UK’s second most nostalgic brand with Fox’s in third (55 percent) and retro ice-cream brands Vienetta and Cornetto in fourth and fifth spot respectively. The rest of the nostalgia brands top 10 is made up of Bisto (6th), Toblerone (7th), Penguin (8th), Mr Kipling’s (9th) and Ambrosia in 10th place.
Members of Generation Z identified a different list of brands that they feel nostalgic towards. Those aged 18-24 said they felt most nostalgic about Carte D’or, ahead of Angel Delight and the flavoured milk drink Yazoo.
Interestingly, there were number of ‘older’ brands that younger consumers have never heard of. Some 73 per cent of 18 to 24-year-olds were unaware of meat-extract brand Bovril, 72 percent claimed not to have heard of Lea & Perrin’s, 68 percent stated they have never heard of the heritage soup brand Baxters and 66 percent said they are unaware of the malted milk drink – Horlicks.
“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.”
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