Discontinued food items are making a comeback on store shelves and menus. Companies are reviving products that consumers have requested online, either through limited sales or relaunches. The return of familiar flavors serves as a nostalgic trigger for consumers while providing companies with a strategy to secure demand by leveraging established brand recognition and fan bases.
According to industry sources, Nongshim will relaunch its Fried Neoguri instant noodles in both bag and cup formats starting October 27. Fried Neoguri features thick noodles with a savory seafood flavor and spiciness. Launched in 2017, it was discontinued in 2024, but consumer interest has surged since its removal from shelves.
AI analytics firm NewenAI reported that online searches for Fried Neoguri increased from approximately 63,000 in 2024 to around 100,000 by August this year. Consumers have been actively sharing reviews of export versions and recipes using the original Neoguri, generating renewed interest. Among the products requested for relaunch in the past two years, Fried Neoguri accounted for the largest share, and it topped sales at the 'Shin Ramyeon Snack' antenna shop in Seongsu-dong, Seoul.
The relaunch will enhance the original flavor profile. Nongshim plans to strengthen the seafood taste with mussels and squid and has introduced microwave cooking instructions for the cup noodles. Prior to the launch, Nongshim conducted a pre-order campaign limited to 3,000 customers to gauge actual demand.
Lotte Chilsung Beverage has also reintroduced Captain Q after an 11-year hiatus since its discontinuation in 2015. Captain Q, a liquor brand launched in 1980, played a significant role in popularizing whiskey in the 1980s and 1990s, selling 10 million bottles within a year of its release.
Even after its discontinuation, Captain Q remained a topic of discussion through video content and social media. In response to the growing demand for retro consumer culture and cost-effective whiskey, Lotte Chilsung has brought back Captain Q. The revived product uses authentic Caribbean rum and is aged first in bourbon casks and then in PX sherry casks to enhance its sweet and smooth flavor. The design retains the classic bottle shape and dark green color to evoke nostalgia.
Following the successful relaunch of Captain Q, Lotte Chilsung is reportedly in the process of sourcing raw materials for a second production run.
The restaurant industry is also revisiting discontinued menu items. Burger King relaunched its Long Chicken Burger and Bulgogi Long Chicken Burger for a limited time in June, responding to requests on its official website and social media since the items were discontinued in July of last year.
The Long Chicken Burger, featuring a long chicken patty, bun, lettuce, and mayonnaise, has been a long-standing menu item. Online communities have shared recipes for adding cheese and mayonnaise, creating a dedicated fan base. Alongside the relaunch, Burger King introduced a new Big Dip Cheddar Cheese sauce to align with the current trend of dipping sauces.
KFC has also brought back its fried chicken skin, a seasonal limited-time menu item. Initially launched in 2019, the dish gained popularity for its savory flavor and crispy texture. Following continued requests for its return, KFC has reintroduced it as a limited-time offering this fall, doubling the portion size and replacing the original salsa sauce with spicy mayo. The sales period will last for 28 days, ending on November 9.
The industry's decision to revive discontinued products highlights the clear advantages of relaunching familiar items. They are easier for consumers to understand than entirely new products, and past purchasing experiences or online mentions can provide a gauge of basic demand. When voices longing for these products accumulate on social media and community platforms, the relaunch itself can become a marketing tool.
However, consumer requests do not guarantee long-term success. Initial nostalgia and curiosity may drive purchases, but companies must compete with existing products based on current consumer tastes, pricing, convenience, and purchase frequency. For instance, Orion's Waffle was relaunched in 2021 after a 15-year hiatus, selling 1.8 million units in just five weeks, but was discontinued again in 2024. As a result, companies are opting for limited sales or pre-orders to assess market reactions first.
An industry insider noted, "Discontinued products evoke nostalgia for consumers and offer a new discovery for younger generations. However, relying solely on past recognition does not guarantee success, so it is crucial to meet current consumer expectations for taste, quality, and convenience."
* This article has been translated by AI.
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