Froot Loops and Canned Soup Are Not the New American Diet
Familiar old food brands are getting a sales boost during the pandemic, but they shouldn't get too comfortable.
Kraft mac and cheese, the ultimate Covid comfort food?
Photographer: David Paul Morris/Bloomberg
As panic-ridden consumers stock up on essentials, kitchen pantries are looking like a blast from the processed-food past: boxes of Kraft macaroni and cheese, cans of Bumble Bee tuna, Kellogg’s Frosted Flakes, Shake ‘N Bake, etc. Brands of yesteryear that had been struggling to find their place in a new health-conscious society are suddenly having a moment once again. But a moment is probably all it will be, not a new normal, which is why packaged-food companies shouldn’t get too comfortable about their comfort food.
The Covid-19 pandemic and shelter-in-place orders have led consumers to revert to old ways of shopping in search of ready-made meals and foods with long shelf lives. Parents who are working from home during this time are multitasking like never before, taking on the role of cook, housekeeper, teacher, disciplinary and full-time employee all at once in a Groundhog Day-like loop. As such, traditional meal times have blurred, and in some cases snacks are replacing them, according to research by Euromonitor International.