If you think candies are just for kids, you might want to think again after reading this. So, some of London’s most visited shops are candy stores, yes, candy stores. The British capital’s busiest shopping area has over nine candy shops in less than a square mile. Rife with beautifully lit hoarding carrying names like American Candy World, American Candy Land, Candy Surprise, and Kingdom of Sweets, which claims to be the first of its kind, is the new look of the shopping street.

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The growing popularity of candies in London is such that these stores are some of the highest rented buildings with elaborate interiors and design. One of the marketing techniques for the candy store owners is the usage of sensory overload by piping out the sweet-smelling aroma of bubblegum to entice customers inside. 

Shokofeh Hejazi, a food trends expert while talking to NBC news about this candy obsession said, “it is edible escapism.”

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“These candies are a source of nostalgia these days. These bring back a strong sense of borrowed nostalgia from the United States,” said Hejazi.

“So, this population grew up watching American television series and films that involved characters eating things like Twinkies, Pop-Tarts, Tootsie Rolls, and Hershey’s chocolate,” she added.

The expert further added that the popularity of these candies rose especially during the last year. Not just in London but throughout the United Kingdom.

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A British confectionery wholesaler, Hancocks, agrees with the trend and said that his store witnessed high demand for American candies and sweets in the UK population last year. His store has the most varieties of American products.

However, there’s always a price to pay for everything and this wave of nostalgia will cost $2-3 at least on every purchase. A small bag of Reese’s Pieces costs 1.49 pounds, or $2.04.

That’s more than twice as much as a typical British chocolate bar would run you at about 0.79 pounds, or $1.08.