Snack manufacturer McVitie's has been named as the UK's favourite 'nostalgic' food brand.
Known for its classic Digestive biscuits, the company beat the likes of Wagon Wheel, Ambrosia, Bisto and Vienetta to take the top spot of brands associated with the best memories.
The poll was carried out by advertising agency isobel, and surveyed 1,500 adults about the brands that they linked with happy times and childhood nostalgia, reports Hull Live.
Members of Generation Z, which refers to people born between the years of 1997 and 2012, 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.
McVitie's was given the top vote by 59% of consumers. Established in Edinburgh in 1830, the firm has been part of UK family life for decades.
Some 63% said that they had bought McVitie’s in the past five years with 59% explaining that it is likely that they will be looking to buy the biscuit brand in the next 12 months.
Narrowly missing first place by 1% (58%), After Eight is the UK’s second most nostalgic brand with Fox’s in third (55%) and retro ice-cream brands Vienetta and Cornetto in 4th and 5th. 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.
Steve Hastings, planning partner at isobel, said: "Nostalgia can be an unbelievably powerful emotion and we were keen to understand which brands elicit positive feelings and fond memories with UK consumers. 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."
There were a couple of "older" brands that the younger generation of voters had never even heard of.
Some 73 per cent of 18 to 24-year-olds were unaware of meat-extract brand Bovril, 72% claimed not to have heard of Lea & Perrin’s, 68% stated they have never heard of the heritage soup brand Baxters and 66% said they are unaware of the malted milk drink - Horlicks.
The full list of nostalgic brands can be seen below.
Did one of your favourite brands not make the list? Let us know in the comments.
Top 20 most nostalgic brands in the UK
- McVitie's
- After 8
- Fox's
- Vienetta
- Cornetto
- Bisto
- Toblerone
- Penguin
- Mr Kipling
- Ambrosia
- Thornton's
- Walkers
- Wagon Wheel
- Caramel wafer
- Jacobs
- Bird's Custard
- Oxo
- Carte D'Or
- Angel Delight
- = Weetabix
- = Mini Cheddars
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