The food industry is continuously re-releasing popular products that were discontinued in the past. This strategy is aimed not only at middle-aged and older consumers who recall memories from products they tasted decades ago, but also at targeting the MZ generation (Millennials + Generation Z), which is immersed in the newtro (a combination of novelty and retro) sentiment. The decision is also based on the judgment that reintroducing previously validated products in the market can secure revenue with lower risk amid economic downturns.
According to the food industry on the 29th, the recent wave of re-releases of discontinued products began with Nongshim's 'Nongshim Ramyeon.' Nongshim re-released Nongshim Ramyeon, which was first launched in 1975 and discontinued in 1990, as it marks its 60th anniversary this year. The re-released Nongshim Ramyeon sold 10 million packages within three months, leading to stock shortages in some major supermarket chains.
LOTTE Wellfood re-released the ice cream 'Dagong Dagong,' launched in 1987, and the ice cream 'Mama's Mistake,' launched in 2006. Both products were discontinued in 2010 and 2021, respectively, but were re-released in response to consumer requests. The popular snack 'Cheetos, Chester's Back,' which was discontinued in 1995, has also made a comeback.
SPC Group's Baskin-Robbins also re-released the popular menu item 'Strawberry in Love (hereafter referred to as 'Sa-Ppa-Dal')' two months after its discontinuation. Sa-Ppa-Dal has been discontinued three times and re-released. It was last discontinued in September 2015, May of last year, and May of this year, but each time consumer demands for re-releases surged.
In addition, GS Retail's convenience store GS25 re-released 'Heeja Lunchbox Pork Cutlet,' which gained popularity as a cost-effective lunchbox in the early 2010s and was discontinued in 2014, claiming the top position in lunchbox sales. Maeil Dairies re-released 'Picnic Cheongdo Peach,' which had been discontinued in 2016, surpassing 2 million packages in cumulative sales within four months. 'Minos Banana Milk' from Seoul Milk Cooperative, discontinued in 2012, also recorded 1.8 million packages in cumulative sales within five months of its re-release.
The food industry sees the re-release of popular discontinued products (menus) as an opportunity to target consumers across all age groups. For older generations, these products evoke nostalgia, while for the MZ generation, they are perceived as 'hip items.' An industry insider noted, 'It is rare for a discontinued product to gain popularity across all generations,' stating, 'This presents an opportunity to secure a new consumer base amid the retro craze.'
Analysis suggests that the low-risk burden amid prolonged economic downturns has also made this an attractive factor for food companies. Since existing recipes are already available, costs related to research and development (R&D) can be minimized, as well as promotional and marketing expenses, due to the existence of a consumer base that remembers the discontinued products.
An industry insider mentioned, 'In tough economic times, consumers tend to be more attracted to familiar flavors than to new products. They tend to settle for comfort rather than challenge,' adding that 'most discontinued products have been re-released due to consumer requests over the years.'
However, some view excessive re-releases as something to be avoided, as it can lead to neglect in developing new products. Lee Eun-hee, a professor at Inha University, stated, 'If you are trapped in the 'glory of the past,' you will naturally find it difficult to focus on developing new menu items. The fear of failure increases because of this,' and she emphasized, 'It is also necessary to simultaneously pursue research and development of new flavors from a competitive standpoint.'