Dive Brief:
- Bosco is making a major push to regain its 1960s-era status as a household staple, signing its first nationwide distribution deal in years.
- The company has also created new packaging meant to evoke nostalgia among its former consumers -- the now fully grown baby boomers who drank Bosco as children.
- Bosco, traditionally a chocolate syrup that is added to milk and ice cream, is also adding new flavors created by Gus Rancatore of Toscanini’s, the legendary ice cream parlor in Cambridge, MA.
Dive Insight:
We've already noted this craze to bring back the foods of the baby boomers' childhood. So no one should be surprised to find that Bosco is back.
It does however raise one question: When will they revive the original formulation, branding, and ad campaign for that most iconic of 1960s kids foods? Or, to put it another way, "I want my Maypo!"
