In the lead-up to Victory in Europe (VE) Day, the iconic canned meat Spam has seen a remarkable resurgence, with supermarkets reporting skyrocketing sales. Waitrose, one of the UK’s leading retailers, revealed that sales of the wartime staple surged by an impressive 48% last week compared to the same period in 2024, underscoring a wave of nostalgia and renewed interest in this enduring product.
Spam, first introduced by Hormel Foods in 1937, became a household name during World War II, when it was a vital source of protein for soldiers and civilians alike. Its long shelf life and versatility made it a cornerstone of wartime diets, often creatively incorporated into recipes to stretch rationed supplies. As the nation prepares to commemorate the 80th anniversary of VE Day on May 8, 2025, consumers appear to be rediscovering the canned meat, driven by a mix of historical reflection and modern culinary curiosity.
Waitrose reported that the sales spike was particularly pronounced in the days leading up to VE Day, with shoppers stocking up on Spam for both traditional recipes and contemporary dishes. “We’ve seen a significant uplift in Spam sales, which seems to tie into the commemorative spirit of VE Day,” a Waitrose spokesperson said. “Customers are embracing the nostalgia, with many sharing stories of how Spam was a staple in their families during and after the war.”
The resurgence isn’t limited to older generations reminiscing about wartime austerity. Younger consumers, inspired by social media platforms like TikTok and Instagram, have been experimenting with Spam in trendy recipes, from Spam fries to Spam musubi, a Hawaiian-inspired sushi roll. Food historians suggest that this blend of heritage and innovation is driving the product’s appeal across demographics. “Spam is a fascinating bridge between history and modernity,” said Dr. Emily Carter, a culinary historian. “It’s not just about recreating wartime meals; it’s about reimagining Spam for today’s palates.”
Retail analysts attribute the sales boom to a combination of factors: VE Day commemorations, which include street parties and themed events, have prompted shoppers to seek out wartime-inspired foods. Additionally, Spam’s affordability in an era of rising grocery costs makes it an attractive option for budget-conscious households. At Waitrose, a 340g can of Spam retails for around £2.50, offering a cost-effective protein source compared to fresh meat.
Other supermarkets have echoed Waitrose’s findings, with Tesco and Sainsbury’s also noting double-digit increases in Spam sales. Industry insiders suggest that limited-edition VE Day promotions and themed recipe campaigns have further fuelled demand. Hormel Foods, the maker of Spam, has leaned into the moment, releasing a series of wartime-inspired recipes on its UK website, including Spam fritters and Spam hash, to inspire home cooks.
The Spam revival also reflects a broader cultural fascination with the 1940s, as evidenced by recent television dramas, museum exhibitions, and community events marking the end of World War II. For many, Spam represents more than just a meal—it’s a tangible link to a pivotal moment in history. “My grandmother used to talk about making Spam sandwiches during the war,” said Sarah Thompson, a 34-year-old shopper at Waitrose. “I bought a can to try her recipe for the VE Day party in our village. It’s a small way to feel connected to that time.”
As VE Day approaches, the Spam frenzy shows no signs of slowing. Waitrose expects sales to remain strong through the commemorative weekend, with stock levels bolstered to meet demand. Whether it’s a nod to history or a viral food trend, Spam’s remarkable comeback proves that this wartime favourite still has a place on modern tables.
