# Americana Comfort PB&J sandwich-inspired food and drinks recall the simplicity of childhood. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Feb 14, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/americana-comfort ## Key Figures - Trend score: 3.1/10 - Evidence articles: 7 ## What is the Americana Comfort trend? **Americana Comfort:** As consumers continue to experiment with reimagined takes on iconic flavor pairings, many are pursuing the memory of simpler times with new food experiences created to capture the essence of enjoying a classic peanut butter and jelly sandwich. This shift highlights the contemporary pattern of specific comfort foods being adapted into standalone flavor experiences, and more specifically, conveys the desire of millennials to escape the responsibilities of "adulting," even momentarily, through familiar food and beverage experiences. ## At a Glance - Evidence: 7 featured examples - Articles from: Apr 4, 2017 to Jul 10, 2018 - Published: Feb 14, 2018 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Americana Comfort trend ### Nostalgic Flavors Consumers pursue the memory of simpler times with new food experiences created to capture the essence of enjoying classic flavors such as PB&J. ### Comfort Foods Adapting specific comfort foods into standalone flavor experiences is a contemporary pattern that consumers seek out to escape the responsibilities of "adulting." ### Indulgent Healthy Snacks The desire for indulgent snacks that are healthy is evident in the rise of nut butter bites, granola bowls and snack clusters loaded with nourishing ingredients. ## What the Americana Comfort trend means for industry ### For Food and Beverage Industry The food and beverage industry can capitalize on creating more nostalgic comfort foods that provide indulgence and healthy options. ### For Retail Industry The retail industry can create new product lines that appeal to the desire of consumers for more nostalgic and comforting flavors. ### For Alcohol Industry The alcohol industry can create spirits that reinvent popular flavors of iconic sandwiches to create a nostalgic experience for the consumer. ## Workshop question What "feel good" elements of your product can be played up to connect with customers on a level that feels nostalgic and familiar? ## Trend signals for Americana Comfort Trend score 3.1 out of 10, from popularity 42%, activity 41%, freshness 8%. - Popularity: 42% - Activity: 41% - Freshness: 8% ## Examples of the Americana Comfort trend 7 featured examples from Apr 4, 2017 to Jul 10, 2018. - [On-the-Go Granola Bowls](https://www.trendhunter.com/trends/granola-bowls): Rush Bowls Assembles Nutritious Fruit Bowls for Any Time of the Day (Category: Lifestyle) Implication: Fast casual dining chains can capitalize on the trend of serving nutrient-dense bowls, providing a convenient and healthy option for customers. - [Sandwich-Inspired Cookies](https://www.trendhunter.com/trends/pbj-oreos): The New PB&J Oreos Turn a Childhood Staple into a Tasty Snack Food (Category: Lifestyle) Implication: Snack brands can capitalize on the trend of sandwich-inspired snacks, limited-edition treats, and unexpected flavors to create novel and exciting products that appeal to a variety… - [Americana Chocolate Sets](https://www.trendhunter.com/trends/american-chocolates): Stateside Treat Emporium's American Chocolates Embrace Classic Flavors (Category: Lifestyle) Implication: Opportunity for companies in the food and beverage industry to create and sell unique and creative chocolate flavors. - [Sealed Crustless Sandwiches](https://www.trendhunter.com/trends/smuckers-uncrustables): Smucker's Uncrustables Are Sealed Sandwiches Loaded With Filling (Category: Lifestyle) Implication: Disruptive opportunity: Introduce automated production systems for sealed-crustless sandwiches to streamline manufacturing processes. - [Fruit-Filled Nut Butter Bites](https://www.trendhunter.com/trends/nut-butter-bites): Skippy's P.B. Fruit Bites are Dried Fruits Encased in Peanut Butter (Category: Lifestyle) Implication: Opportunity for snack food companies to introduce fruit-filled snacks and alternative nut butter products to cater to health-conscious consumers seeking convenient options. - [Sandwich-Inspired Spirits](https://www.trendhunter.com/trends/nostalgic-spirit): Master of Malt's Peanut Butter & Jam Old Fashioned is a Nostalgic Spirit (Category: Lifestyle) Implication: The ready-to-drink beverage industry can explore new avenues by incorporating unique flavors and conceptualizing creative RTD cocktails like Master of Malt's 'Peanut Butter & Jam… - [Sandwich-Inspired Snack Clusters](https://www.trendhunter.com/trends/snack-cluster): Theo Launched Peanut Butter and Jelly Chocolate Clusters (Category: Lifestyle) Implication: Opportunity to innovate and create unique snacking experiences with new and nostalgic flavor combinations and functional ingredients. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)