Just kidulting around

Adult interest in products traditionally associated with children, otherwise known as “kidulting”, is responsible for the rising interest in retro-style baked treats, according to Macphie.

“Kidulting explains the popularity of treats and sweets targeted towards adult consumers looking for ways to relive the simple joys of childhood,” Macphie senior category marketing manager Anna Massie told British Baker.

“This nostalgia for trusted retro brands is set to grow in 2018,” she said.

Bakers wanting to tap into this trend can look to retro sweets such as Liquorice Allsorts, sherbet and musk sticks to add a splash of sweet nostalgia to their goods.