How to win with heritage – the brands getting it right, and what others can learn

20 years ago, in any kitchen cupboard, you’d probably find two staple products: a loaf of Hovis and a box of PG Tips. These brands, 138 and 95 years old respectively, were once icons of the British pantry.

But today, it’s probably Warburtons and Yorkshire Tea in their place (or Jason’s sourdough and Betty’s, IYKYK).

What’s changed?

The FMCG industry has evolved, fast. And that’s forced even the biggest players to re-justify their relevance. Some heritage brands are thriving, but others like Hovis and PG Tips have slipped into decline. Why are shoppers switching? Clever marketing? Smart in-store signposting? Strong communications platforms? Yes, to all the above. And one other thing… simply moving with the times. Warburtons and Yorkshire Tea have evolved, while there’s a case to be made that, perhaps, Hovis and PG Tips have spent too long playing it safe, and resting on tradition.

Today, for FMCG brands, heritage alone doesn’t guarantee brand loyalty. Shoppers want social and cultural relevance from those they’re buying into. They want brands that push forward, not just look back.

So… is heritage dead? Far from it. Some of the most exciting stories in food PR right now are from brands that have been with us the longest. Heritage brands, like Pukka Pies and Westons Cider, are outperforming even the most aggressive challenger brands. Their secret? Hero legacy AND evolve alongside. Here’s what others can learn…

Take Hovis bringing back its ‘Boy on a Bike’ advert in 2023. 50 years on from the original they paid homage with the same actor, same location, same flat cap and same bike wicker basket. A nice nod, but not enough of a step forward (even if it was an electric bike this time). Meanwhile, top competitor Warburtons is in the fast lane, with Hollywood star, Samuel L. Jackson, going ‘Mad About the Bread’, reasserting its relevance, and going big on crumpets on TikTok. Draw your own comparisons.

Great brand storytelling knows how to lean into nostalgia AND make it meaningful today. Newstalgia, if you will.

Yorkshire Tea is getting it right – its warm TOV, rooted in regional pride and humour, has helped position the brand as a vital part of the day. With sales up 12.1%, it’s proof that consistency and cultural relevance drive brand love and sales. Compare that with PG Tips, which is re-releasing its monkey mascot to try and reverse a 11.6% sales dip. It’s a throwback, but where’s the evolution? And given the brand’s earlier use of real chimps in ads, it may be heritage best left behind.

Some brands are thriving by owning their roots. 60-year-old Pukka is a standout category leader that continues to grow because of this. Best known for fuelling football crowds and chip shop queues, its Art of Football collab is a smart example of getting it right, with limited-edition, design-led apparel that celebrates football culture whilst tapping into real fan passion. Not just merch for the sake of merch, these genuinely stylish pieces are made to be worn by people who love the game and love Pukka.

Henry Westons is doing the same in cider – showing you don’t need to reinvent the wheel to not only stay relevant, but lead. With deep cider-making roots since 1880 and a reputation for quality, it’s growing because it knows its shopper and doesn’t overcomplicate the offering. Sales are up 5.5% to £96.1m, helped by relevant innovation like its 1880 vintage and pear vintage ciders, natural evolutions that celebrate its history. Meanwhile, Strongbow is diversifying its flavour mix with extravagant tropical and strawberry flavours, but it doesn’t seem to have landed quite as well, with total sales down 9.1%.

Brands getting it right today are innovating on shelf, and pushing boundaries off shelf. As a food and drink PR agency, with a keen eye on food trends, we know that a strong brand story, told with cultural relevance and creativity, can fuel growth in even the most mature of categories. And with HFSS restrictions tightening how some brands show up in paid media spaces, consumer PR is going to play even more of a vital role.

Ultimately, the key to success with brand heritage isn’t about looking back. It’s about celebrating where you’ve come from, and being brave enough to charge forward.

Data references: The Grocer, Britain’s Biggest Brands 2025 and The Grocer, Britain’s Biggest Alcohol Brands 2025

Rob Waldon

Loves a bit of creativity, overthinks about insights, and probably more meme-obsessed than he should admit… What more do you need to know about Rob? Food and drink brand strategist by day, and our culture curator, also by day. But he’s not just about reaching new heights at work… having climbed the three peaks of Ben Nevis, Scafell Pike and Snowdon in one weekend, no mountain is too high for Rob.* *Everest might be a stretch.