The early 2000s are back, baby!
Earlier this year, CNBC reported that searches for “2016 aesthetic” and similar phrases had skyrocketed, as millennials and Gen Zers were hit with a wave of nostalgia for a time gone by.
Social media strategist Joel Marlinarson told the outlet that these younger generations, awash in internet culture, have started looking back on the early 2000s and 2010s as a time that was more authentic and less performative.
“I think people see this era as a universal feeling of the world being lighter,” he said.
Brands are taking note, playing up this nostalgia in advertising campaigns and product design. And some are taking things a step further, using this yearning for simpler times as a way to relaunch.
“It’s the brands that haven’t maintained that cultural relevance that are using this as an opportunity to remind,” Marlinarson told CNBC. “The emotional tie that people have with brands that they [used] when they were 10, when they were 15 — that’s always going to be something that brands can latch onto.”
Target brings back a cult classic
Iconic Candy is the latest brand to jump on this nostalgia bandwagon. Earlier this month the retro candy company and Target announced they would be partnering up for a limited-time drop.
Four flavors of Iconic Candy’s retro sours — watermelon, passionfruit, mango, and raspberry — will be available in Target stores for a five week run this spring.
“We’ve been hearing it nonstop—customers have been begging for more Retro Sours flavors at Target,” Iconic Candy co-founder Kim Wiesen said in a statement. “So we gave it to them. This expansion is directly driven by our fans and what they want to see on shelves.”
While you may not recognize retro sours by name, your taste buds are sure to recall the Altoid Sours reproduction. While the recipe isn’t identical to the original (Kraft Foods has not shared its proprietary recipe with Iconic Candy), those who’ve tried the revival say they can’t taste the difference. The hard candies even come in the same round tin.
“We remember what [Altoid Sours] tasted like, we remember what it felt like in our mouth, we remember having blisters after eating it, because you can only eat so many until your mouth literally feels like it’s going to bleed,” Wiesen told People magazine.
“I think at the end of the day, we’ve spent a lot of time creating something that we’re really happy with and that is also uniquely our own, and that’s Retro Sours,” she continued.
Iconic Candy is bringing a reproduction of a classic early ’00s candy to Target stores for five weeks this summer.
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The candy market is booming
The current emphasis on health and wellness may have led you to believe that the demand for “bad for you” products is shrinking. But that couldn’t be farther from the truth.
Candy sales are expected to hit $27.8 billion by 2030, according to a report from The National Confectioners Association.
“Non-chocolate candy is the second-largest confectionery category and its share of total confectionery units has steadily increased since 2020, reflecting consumer demand for candy’s many types and flavors,” the report said.
With millennials, Gen Zers, and younger generations being the largest drivers behind this growth, it’s essential that candy companies like Iconic Candy appeal to their taste preferences.
“Innovation is at heart of the confectionery industry, which is especially clear with non-chocolate candy,” National Confectioners Association President John Downs said. “As each generation finds ways to put their own stamp on the sub-category, confectionery manufacturers balance tradition with forward thinking.”
More retail:
- Walmart unveils exclusive, limited-edition Mountain Dew lineup
- Costco’s latest food court treat has fans divided
- Starbucks drops new summer menu with returning favorites, new drinks
For millennials and Gen Zers in particular, sour and spicy flavor profiles tend to be the preferred options. Which makes eye-watering Retro Sours a solid bet for Iconic Candy.
The company first launched Retro Sours in 2024, selling them online and at limited brick-and-mortar IT’S SUGAR and Cracker Barrel locations. The initial demand was high, leading to the current Target partnership.
And for shoppers who prefer something a little less tart, the retailer has resurrected a handful of other nostalgic treats including Creme Savers, Reeds hard candies, and Ouch! Bubble Gum.