In January, K-ryhmä, a Finnish retail group, brought back several nostalgic products from the past, tapping into a growing trend among consumers who yearn for the flavors of their childhood. Notable returns include First Choice sodas, Pirkkari candy mix, strawberry chocolate flakes, and cherry beverages, which have already sparked excitement among shoppers. This revival of classic products has been complemented by the reintroduction of other beloved treats in recent years, such as Brunberg's banana kisses and Panda's pineapple chocolates, as the market sees a renewed interest in nostalgic offerings.

The reintroduced products, particularly the First Choice cola, quickly rose to become some of the best-selling single-serve soft drinks in stores, according to Nina Salmi, the director of K-ryhmä's own brands. Furthermore, the Pirkkari candy mix is reportedly on track to become one of the most popular candy bags in the Pirkka brand lineup. This indicates a significant demand for nostalgic items, which not only resonate with older consumers but also attract younger shoppers curious about retro flavors and products from the past.

Consumer researcher Terhi-Anna Wilska noted that nostalgic products tend to capture public interest and can enhance store offerings for a period. While returning products often integrate into existing product lines over time, their initial surge in popularity can serve as a strong marketing tool. This trend highlights that consumers are willing to embrace products that evoke fond memories, suggesting that nostalgia marketing can be a lucrative strategy in Finland's confectionery and beverage markets.