In an era when foodie culture has permeated lowbrow guilty pleasures ranging from fast food to reality TV, and with two-thirds of Hot Pockets’ target market — young men — saying they consider themselves foodies, parent company Nestle felt it needed to step up its game. The 30-year-old microwavable snacks got a gourmet makeover this month with new ingredients like hickory ham and Angus beef wrapped in pastries including croissants and pretzel bread (a sandwich foundation Wendy’s is also betting on). Frozen food in general has taken a beating recently, as millennials gravitate more towards fresh and prepared offerings; the new Hot Pockets are one of many attempts by food companies to make the category cool again.
Millennials Wanted: 10 Classic Brands Being Tweaked to Appeal to Young Consumers
With a nip here and a tuck there, Madison Avenue is putting new faces on old brands that young shoppers tend to disdain as, well, just too old-fashioned.