Burton Food’s are re-launching a caramel version of its Wagon Wheel biscuit with its 70’s style gold packaging to tap into the current trend for so-called “nostalgia” brands.
The company is hoping its new retro line, aimed at dads and sons, will “create noise and stand-out” for the 70-year old brand, according to marketing director Jaspal Chada.
“Our aim is to increase frequency of purchase by introducing a new popular variant and we will be conducting joint promotions with existing Wagon Wheels flavours for the limited period,” he says.
Wagon Wheels are among the Top 10 most popular biscuit brands in the UK, and its sales grew by 17.3% in 2008 (source AC Nielsen).
Heinz, Wispa and Virgin Airlines are among the brands that have recently or are about to launch campaigns that capitalise on nostalgia and consumers hankering after favourite childhood.